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ChatGPT Isn’t an Instant Win for E-commerce Brands
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RealGo and TOSHI Partnership Brings Meme Culture into Web3 Gaming
RealGo, an immersive AR + AI + Web3 gaming platform, has announced a partnership with TOSHI, integrating the well-known meme icon into real-world gameplay. The collaboration enables players to discover, collect, and interact with TOSHI within RealGo’s augmented-reality environment. The move signals a creative merger of meme culture, interactive technology, and blockchain-based ownership—bridging entertainment and community participation in new ways.
Why it matters
The partnership shows how Web3 gaming is maturing by blending humor, culture, and real-world interaction instead of relying solely on speculation or token economics.
It marks a shift toward experiences that prioritise engagement and creativity over pure play-to-earn mechanics.
For marketers, this highlights the growing influence of meme-driven branding and immersive storytelling as tools to attract and retain digital-native audiences.
The success of RealGo could shape how future gaming and entertainment brands use AI, AR, and community memes to drive both emotional and commercial value. Read more.
E-Marketing Strategies Drive 500% Volume Growth in the Hong Kong Market
This article reports that some e-commerce players in the Hong Kong market achieved up to 500% volume growth by leveraging advanced digital marketing strategies: including data-driven targeting, personalised content, social-commerce integrations and agile campaign execution.
Why It Matters
This case emphasises the potential of aggressive digital strategy in a high-velocity market: when executed well, growth can accelerate far beyond incremental.
For marketers operating in or entering growth markets (or saturated mature markets), the approach suggests that combining personalisation + social commerce + data insights can drive significant uplift.
The lesson: volume growth comes less from generic digital spend and more from tailored, adaptive execution and speed.
However, replication may be challenging: infrastructure, culture, consumer readiness and competition all vary by market. Read more.
Mondelez International Implements Generative AI to Reduce Marketing Costs
Mondelez, the parent company of brands like Oreo and Cadbury, is deploying a proprietary generative AI tool aimed at producing marketing content at significantly lower cost (30-50% less) and faster turnaround. The initiative is being built in collaboration with Accenture and is expected to scale into TV ads, e-commerce product pages and global market campaigns.
Why It Matters
This signals that major CPG brands view generative AI not just as novelty but as core to content production strategy and cost-control.
Marketers must weigh how AI will shift creative workflows, agency roles and in-house capabilities.
It raises the bar for speed and scale: if content creation becomes faster and cheaper, competitive advantage may come from quality, relevance and distribution rather than simply output volume.
Risk and oversight are important: (Mondelez emphasises human review and brand-safety controls) which means governance and quality remain vital. Read more.
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💡 Today’s Insight
ChatGPT Isn’t an Instant Win for E-commerce Brands
Research reveals that for e-commerce brands, traffic from conversational AI platforms like ChatGPT still under-performs traditional channels such as paid search, affiliate marketing and email campaigns. In Australia’s case study sample, affiliate-driven sessions converted up to 86% more often than ChatGPT referrals. While the technology is promising, brands should not assume ChatGPT or other large language model (LLM) referrals will immediately replace their current high-performing channels.
Key Takeaways
Don’t reallocate budget from proven channels (search, affiliate, email) to ChatGPT-driven traffic without evidence of value.
Monitor first-party data carefully: measure conversion rate and revenue per session from AI/LLM referrals separately.
Recognise that AI referral traffic is emerging and may improve, but is not yet mature for many.
For e-commerce, align AI/LLM strategy as a complementary channel rather than a primary one—for now.
Invest in readiness: structured product data, rich content, trusted brand presence and monitoring systems will matter if/when LLM-driven referrals scale.
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