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A new Spiegel Research Center study finds 95 percent of senior marketers are using artificial intelligence (AI) in search workflows, yet governance and measurement systems may be struggling to keep pace. The shift from traditional SEO to generative engine optimization (GEO) could leave organizations exposed if readiness gaps go unaddressed.

A marketing awards judge shares what separates good entries from category leaders — connecting insight to business impact, proving ROAS, using precision with purpose, and prioritizing authenticity, equity, and scalable strategy over stunts.

The National Basketball Players Association launches PLYRS UNTD, a collective NIL venture giving more than 500 NBA players direct stakes in licensing, content, and brand partnerships. The move signals a broader shift in how athletes are claiming ownership — and what that could mean for sports marketers.

In-house agencies control an estimated $60 billion in annual spend, yet their reputations may not reflect that scale. Gully Flowers of Also Known As argues that adopting stronger language and operational systems could close the gap between what in-house teams produce and the credit they receive.

TikTok and NielsenIQ are challenging how brands model media, arguing that paid, organic, and creator signals must be measured together. Outdated media mix modeling inputs — not methodology — may be limiting the ROI decisions brands are making at scale.