Mayhoola

Study: Brands Thrive Next to Creative AI Content

A new survey by OM Media Trials (Omnicom Media) and Zefr of nearly 5,000 U.S. and Canadian respondents examined consumer reactions to ads shown after eight types of AI-generated video. Results show mixed outcomes: ads placed next to AI-generated satire, youth depictions, or artistic content produced positive brand perceptions (refreshing/innovative), while ads adjacent to AI spam or misinformation — especially about public figures — provoked negative responses. The study found 32% of people sometimes misattribute human-created content as AI, and 41% reported improved brand opinion when AI-created content was clearly labeled. The article cites examples of problematic AI-created ads (Valentino, McDonald’s) and cites a Gartner projection that 90% of internet content could be AI-created by 2030. The authors emphasize disclosure and contextual alignment as ways for brands to manage risk.

Mytheresa Worth $2.5B — CEO on Luxury E‑commerce Growth

In an OMR Podcast interview CEO Michael Kliger explains Mytheresa’s rise from a Munich boutique to a publicly listed luxury e‑commerce platform valued at over $2.5 billion. The company reported more than €500 million in revenue over the past 12 months and ships about 6,000 packages daily to 133 countries. Kliger attributes growth to a rising online share of the luxury market, strong global expansion (China already contributes over 25%), and improved performance marketing: since 2017 Mytheresa adjusted attribution and bidding to predict customer lifetime value and reduce acquisition costs. The business focuses on curation and high‑end service to defend against brand DTC strategies and Amazon’s Luxury Stores, and targets continued ~25% annual growth with a belief that online sales could reach ~30% of luxury fashion within five years.