Marketers must think with AI, not just use AI tools

Zeidler expands compliance tool to support Singapore marketing

Zeidler Group has broadened its Marketing Material Review (MMR) tool to enhance compliance checks for Singapore’s financial marketing rules. The update adds new validation features tailored to local regulatory expectations, helping asset management firms and financial marketers ensure their materials meet disclosure and compliance standards more efficiently. This expansion reflects ongoing demand for tech-driven compliance solutions in complex global markets.

Why It Matters

Marketing compliance tools help teams avoid regulatory risk and reduce manual review work, especially in highly regulated sectors such as finance. Read more.

From Invisible to Irresistible: How UGC Helped This Brand Pop Off the Shelf

What if the biggest unlock for your CPG brand isn’t a packaging refresh or a promo blitz — but creators telling the story your audience actually wants to hear? That’s exactly what happened when this everyday grocery staple shifted from traditional ads to a creator-led, UGC-powered strategy built for scale. 👉 See how creator-led storytelling can fuel your brand’s next breakthrough →

Small businesses can compete with large brands by focusing on relevance

Small businesses are increasingly able to compete with enterprise marketing by prioritizing clarity, relevance and consistent communication rather than sheer budget size. Search engines and social platforms rank companies based on authority signals and engagement, not company size, enabling small brands to outperform larger competitors when they use focused content strategies, local optimization and audience-specific messaging. The ability to pivot quickly and craft authentic narratives strengthens competitive positioning.

Why It Matters

Small teams that emphasize targeted, well-structured content and audience connection can challenge larger brands in search visibility and customer engagement without matching their scale. Read more.

Retail media should be viewed through marketing effectiveness

Retail media is often discussed as a performance channel, but the argument is it should be evaluated in terms of marketing effectiveness — how well it drives measurable business results beyond clicks or short-term ROI. This view highlights that retail media’s role in influencing shopper decisions and reinforcing brand messaging at points of purchase contributes to long-term marketing success, not just direct performance metrics.

Why It Matters

Shifting focus from just performance numbers to effectiveness helps marketers justify retail media spend as part of broader brand and sales goals. Read more.

Today's Insight: Marketers must think with AI, not just use AI tools

Marketing teams are moving past basic use of AI tools toward AI thinking, where the focus is on how marketers use AI strategically. The shift in 2026 will be about teaching teams to ask better questions, challenge AI outputs and integrate insights into decision-making rather than running tasks automatically. Teams with clean, centralized data will be positioned to get meaningful guidance from AI, enabling real-time strategy adjustments instead of waiting for end-of-campaign reports. As AI becomes part of planning, execution and optimization, the competitive edge will come from human and AI collaboration that drives strategy.

Key Takeaways

• AI thinking is more important than AI tools alone — skill in asking the right questions turns tools into strategic support.

• Clean, unified data lets AI provide meaningful insights rather than fragmented outputs.

• AI is moving beyond execution to helping shape go-to-market strategy.

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