Marketers are missing a critical audience
Our new research finds that while adoption of AI tools among marketers remains gradual, fewer companies are focusing on how AI platforms shape brand perception.
Casey Wishart completed a content study featuring insights from 32 senior marketing and communications leaders across some of the world’s most influential companies.
The study explored where global marketers are investing in content, which formats are proving most effective, and how distribution strategies are evolving.
Among the insights, one surprising theme stood out, not because it was frequently mentioned, but because it was almost entirely overlooked.
A new audience is emerging, and it’s not human.
What’s currently a blind spot for many marketers could soon have far-reaching implications for the entire industry.
So much of our industry’s focus is on using AI to create content we control and very little attention is being paid to how AI is already distributing content about us - content we don’t control, but can and should be influencing.
While nearly 60% of marketers are already using AI tools in some capacity, and most expect that usage to rise, they’re still missing a critical shift: AI isn’t just a tool, it’s now part of the audience.
It’s time marketers started marketing to the machine.
As large language models prioritise substance and context, companies need to see thoughtful, validated, deep-dive content as a critical part of their marketing mix, while still meeting the bite-sized demands of social media.
Read more below as we explore the fundamental shift that’s quietly redefining the rules of modern marketing.
Plus, we unpack what this means for content strategy today. Is the white paper really dead? What becomes of the agency model when AI isn’t just a tool, or a teammate but a salesperson?
