AI in Marketing

B2B marketers are grappling with the challenge of accurately proving their return on investment (ROI) as economic pressures mount. Nearly 80% of marketers say ROI proof has become more critical, yet almost 90% struggle to measure long-term campaign impacts. Traditional click-based attribution methods fall short, capturing a mere fraction of the buyer journey, which often involves hundreds of touchpoints. This gap leaves marketers blind to the true influence of their campaigns, potentially misallocating budgets and missing growth opportunities. View-through attribution offers a solution by crediting campaigns for influencing buyers who see ads but don't click immediately. This method reveals the real-world impact of brand exposure and awareness, highlighting the importance of channels like organic social and thought leadership. As privacy regulations tighten and third-party cookies phase out, view-through attribution becomes even more vital. It operates effectively in cookie-free environments, aligning with privacy-first digital marketing. Transitioning to view-through attribution requires a strategic approach, including building privacy-forward account identification and integrating cross-channel tracking. Marketers must recalibrate performance benchmarks and collaborate with sales teams to leverage new insights. Embracing this shift allows marketers to demonstrate their campaigns' influence across the entire buyer journey, moving beyond traditional metrics like Marketing Qualified Leads.

From privacy-first marketing to 3D mapping, innovation drives change.

French startup Exwayz has secured €1 million in funding to advance its 3D simultaneous localization and mapping (SLAM) software, aimed at autonomous system manufacturers. The investment, led by CentraleSupélec Venture, includes a grant from the i-Lab Innovation Competition under the France 2030 plan. Exwayz has partnered with Swiss company Embotech and Boston-based Cyvl.ai, and added Yves Bonnefont, a former Stellantis executive, as an advisor. The Paris-based firm plans to expand its engineering team to enhance its SLAM technology, which is compatible with 3D lidar sensors from various partners. Exwayz's software has demonstrated high positional accuracy and was used in the Indy Autonomous Challenge for vehicle localization.

Turning to AI advancements, Alibaba challenges subscription models with Qwen.

Alibaba has launched its Qwen AI assistant app, offering free access to a range of AI-powered services, challenging the subscription models of competitors like OpenAI. Available on Apple’s App Store and Google Play, Qwen aims to serve both professional and personal needs, integrating services from mapping to shopping. The app's popularity surged quickly, causing some service delays. Analysts suggest this free model could attract more users, enhancing Alibaba Cloud’s AI capabilities through user feedback. This move comes as Chinese AI start-ups like Moonshot AI introduce subscription fees, potentially struggling against Alibaba's strategy. Alibaba's open-source approach allows third-party developers to use and modify its AI models, positioning the company as a leading AI developer amid global competition and concerns from the US about its rapid advancements.

From AI services to humanoid robots, technology continues to evolve.

EngineAI is generating buzz with its T800 humanoid robot, showcased in a CGI teaser video that highlights its combat-ready capabilities. Debuting at the 2025 World Robot Conference, the T800 stands 1.85 meters tall, weighs 85 kilograms, and features 41 high-degree-of-freedom joints. Engineered for heavy-duty tasks, it will compete in the "Robot Boxer" event on December 24th. EngineAI's dual strategy combines high-stress competitions to push R&D boundaries with practical applications, like deploying humanoids as "Cyber Staff" in a Shenzhen retail store. This approach aims to refine robots for industrial and domestic use, aligning with EngineAI's goal of integrating humanoid robots into everyday life.

In music, AI's influence raises questions about creativity and authenticity.

A recent survey by Deezer and Ipsos reveals that 97% of people can't distinguish between AI-generated and human-created music. Despite this, many listeners are uneasy about AI music infiltrating streaming platforms, with 80% wanting clear labeling for AI tracks. While 46% see AI as a tool for discovering new music, 65% oppose AI training on copyrighted material, fearing it threatens artists' livelihoods. Interestingly, 66% are open to trying AI music out of curiosity, but 45% would filter it out, and 40% would skip it if encountered. As AI music continues to grow, its impact on the music industry and listener preferences remains a hot topic.

From AI in music to Bezos's new venture, innovation reshapes industries.

Jeff Bezos, the founder of Amazon, has launched a new artificial intelligence start-up called Project Prometheus, where he will serve as co-chief executive. The company, which has secured $6.2 billion in funding, aims to develop AI technologies for engineering and manufacturing in sectors like computers, automobiles, and aerospace. This marks Bezos's first formal operational role since stepping down as Amazon's CEO in 2021. Project Prometheus enters a competitive AI market, vying with giants like Google, Meta, and Microsoft, as well as innovative firms like OpenAI. Bezos's co-chief executive is Vik Bajaj, a physicist and chemist with a history at Google X and Verily. The company has already recruited nearly 100 employees, including talent from top AI companies. Project Prometheus is part of a trend where companies apply AI to physical tasks, such as robotics and scientific discovery. The start-up aims to develop AI models that learn from the physical world, similar to efforts by Periodic Labs, which is building a lab in Northern California. With substantial funding, Project Prometheus is well-positioned in the race to advance AI technologies, focusing on areas that align with Bezos's interest in space exploration.

Exploring AI's impact, Kingsnorth critiques its spiritual and ethical implications.

Paul Kingsnorth, a novelist and critic, argues that technology is harming humanity both physically and spiritually. He believes society is not sufficiently concerned about the potential apocalyptic consequences of technological advancement. Kingsnorth advocates for strategies of resistance and has personally retreated to rural Ireland to escape what he calls "the machine." His new book, "Against the Machine: On the Unmaking of Humanity," explores these themes. Despite his retreat, Kingsnorth remains engaged with the world, sharing his insights and concerns about the future of human nature. The discussion explores humanity's long-standing relationship with technology, tracing its roots back to ancient civilizations like Rome and Egypt. It examines the biblical narrative of creation and the fall, linking it to humanity's technological ambitions, such as the Tower of Babel. The conversation also delves into the modern implications of technological advancement, particularly artificial intelligence, and the ethical dilemmas it presents. Concerns about AI's potential risks, including human extinction, are highlighted. The dialogue reflects on the balance between technological progress and cultural, spiritual, and environmental well-being. Paul Kingsnorth and Ross Douthat discuss the implications of technological progress, likening it to a modern-day Antichrist, promising salvation through superhuman intelligences. They explore the tension between technological advancements, like space exploration, and the desire to upload human consciousness to digital realms. Kingsnorth argues for a balance between outer exploration and inner contemplation, warning against the dehumanizing effects of unchecked technological growth. The conversation touches on the need for defining humanity's relationship with technology, emphasizing the importance of maintaining human values in an increasingly digital world.