AI in Marketing

Tui, Europe's largest travel operator, is heavily investing in artificial intelligence (AI) as more consumers use AI tools like ChatGPT for holiday bookings. The company is focusing on generative engine optimisation (GEO) to enhance its visibility in AI chatbot results, a step beyond traditional search engine optimisation. GEO aims to increase Tui's presence in AI-generated content, ensuring its products are recommended by chatbots. CEO Sebastian Ebel highlighted the importance of integrating with large language models and social media platforms to expand Tui's reach beyond Google, targeting platforms like ChatGPT and TikTok. This shift aligns with the growing trend of using AI agents for online shopping, with major tech companies launching AI features that facilitate product searches and purchases. Tui is also employing AI to create inspirational videos, content, and translations to enhance trip planning, alongside AI-powered customer service agents. Despite past challenges with AI implementation, Tui's financial performance has been strong, reporting a 20% increase in annual pre-tax profits to over €1 billion. However, revenue growth is expected to slow due to economic uncertainties. The company plans to cut costs by €250 million by 2028 while maintaining its workforce size. Tui's shares have declined, but a new dividend policy may boost stock performance. Holiday bookings for 2026 are promising, with Greece, the Balearic Islands, and Turkey as popular destinations.

Following Tui's AI advancements, we look at Stanislas Berteloot's marketing session.

This morning at 10 a.m. EST, Thursday, December 11, marketing strategist Stanislas Berteloot will deliver his session “AI as Your Marketing Engine” live on LinkedIn. In this talk, he will show how founders and growth teams can use AI to sharpen their value propositions, accelerate go-to-market plans, and convert insights into pipeline. Berteloot will outline how human judgment, clear ICP definition, and lightweight automation combine to create a reliable B2B campaign engine.

The session will demonstrate how AI accelerates research, segmentation, message testing, and multiformat content production while preserving brand quality and strategic intent. Attendees can expect practical methods they can apply immediately to integrate AI into daily marketing execution. (Link to the event is in the note).

While Berteloot's session focuses on AI in marketing, TikTok introduces a live podcast series.

TikTok is broadening its content offerings with the introduction of a live podcast series called TikTok In The Mix, as reported by Variety. The series will premiere on December 11, featuring Demi Lovato as the inaugural guest. It will consist of four live, 30-minute episodes with prominent artists, streamed on TikTok’s official account. Sponsored by T-Mobile, the series aims to enhance the connection between artists and fans. Lovato's episode, hosted by Trackstar founder Jack Coyne, will discuss her latest album, It's Not That Deep, and include a "Booth of Truth" segment where she explains select lyrics. Additionally, Lovato will address rumors about a potential collaboration with Zara Larsson.

Moving from TikTok's podcast launch to Spotify's new playlist feature.

Spotify is testing a new feature called "Prompted Playlists" that allows users to create personalized playlists using detailed written prompts. Initially available to Premium subscribers in New Zealand, this feature lets users describe their desired playlist, incorporating their entire Spotify listening history. Unlike previous AI playlist options, users can now provide longer and more specific prompts, such as requesting music from top artists over the past five years or specifying music for a workout. The playlists can be set to refresh at chosen intervals, like daily or weekly. Spotify aims to give users more control over their listening experience, similar to Instagram and Bluesky, which are also offering users more control over their algorithms.

While Spotify enhances user control, a new cyberattack method exploits AI trust.

A new cyberattack method combines SEO poisoning and AI models like ChatGPT to deliver malware, exploiting users' trust in AI. Known as ClickFix attacks, they use legitimate AI domains to trick users into executing malicious commands. Researchers from Huntress discovered that attackers manipulate search results to include AI-generated links that appear helpful but actually instruct users to install malware, such as the MacOS stealer AMOS. This method bypasses traditional security measures by appearing as legitimate AI advice. Huntress suggests monitoring for behavioral anomalies and advises users to avoid executing unfamiliar terminal commands. This tactic could become a prevalent method for malware delivery, particularly targeting credential theft and other malicious activities on both Windows and macOS.

Regarding the ClickFix attacks, the focus shifts to AI safety management.

A recent assessment by the Future of Life Institute reveals that leading AI companies are inadequately managing catastrophic risks associated with advanced AI systems. The AI Safety Index evaluated major firms from the U.S., China, and Europe, focusing on existential threats and long-term control issues. U.S. companies, including Anthropic, OpenAI, and Google DeepMind, ranked highest, while Chinese firms lagged. No company scored above a D in existential-risk preparedness, with several receiving an F. The report criticizes the industry's focus on developing powerful systems without equivalent safety measures, highlighting a widening gap between AI capabilities and safety protocols. It calls for more transparency and stronger safety frameworks to mitigate both immediate and long-term risks associated with AI advancements.

Following the AI safety report, we examine the Attorneys General's letter on chatbot risks.

Attorney General Dave Sunday, along with 41 other Attorneys General, has issued a letter to major A.I. companies such as OpenAI, Google, Meta, and Microsoft, urging them to implement stronger safeguards for chatbot interactions. The coalition highlights incidents where unregulated chatbot interactions have led to mental health issues, self-harm, and violence, particularly affecting vulnerable populations. The letter calls for robust safety testing, recall procedures, and clear consumer warnings. It also requests meetings with Pennsylvania and New Jersey officials and seeks commitments to changes by January 16, 2026. The coalition, led by Attorneys General from Pennsylvania, New Jersey, West Virginia, and Massachusetts, emphasizes the responsibility of A.I. companies to ensure product safety before market release and to monitor resulting harm. The letter cites several tragedies, including suicides and a murder-suicide, linked to chatbot interactions. With 72% of teenagers and a significant number of young children interacting with A.I. chatbots, the coalition expresses concern over the potential risks to children's health and accuses developers of prioritizing market leadership over safety.

That discussion on chatbot risks leads into AI's impact on Christmas shopping habits.

Retailers are adapting to a shift in Christmas shopping habits as more consumers use AI tools like ChatGPT for gift ideas. While traditional methods remain dominant, about 25% of UK shoppers now use AI for product searches, with higher usage among younger demographics. This change challenges brands to optimize their online presence for AI, focusing on authenticity and trustworthiness rather than relying on paid search engine placements. Companies are exploring generative engine optimization and engaging in online discussions to ensure AI models can access accurate product data. The rise of AI shopping agents, capable of complex tasks like negotiating deals and organizing deliveries, presents opportunities and challenges. Retailers must prepare for potential issues, such as unwanted purchases made by bots. Independent businesses may benefit from this shift by responding quickly without large budgets. However, UK regulations currently prevent AI from making purchases without human oversight, highlighting the need for cautious integration.