Brandtech vs HCLTech

Jellyfish Research: AI Shopping Reshapes Brand Competition

New research from Jellyfish, a global digital marketing company within The Brandtech Group, reveals that AI shopping assistants are dramatically reshaping competitive dynamics. The Share of Model™ tool analyzed AI recommendations across eight categories in the US, UK, Australia, and Singapore, spanning ChatGPT, Google AI Mode, and Amazon Alexa. Key findings show there is no single 'AI shelf'—different assistants recommend vastly different brands and products for the same query. AI can erase brand leadership, as seen in US fashion where the top brand held only 7% of the shelf across 120 brands. AI also ignores traditional price positioning, with men's suits in the UK ranging from £27 to £3,295 in one response. The company launched Shopping Optimization, a new capability within Share of Model, enabling marketers to analyze AI recommendations at the SKU level and optimize for agentic commerce.

• Jellyfish research analyzed AI shopping recommendations across eight categories in the US, UK, Australia, and Singapore.
• ChatGPT accounted for roughly 80% of AI product recommendations, Google's AI Mode around 20%.
• In US fashion, recommendations spanned 120 brands, with the top brand holding just 7% of the shelf.

Insurers Become New AI Accountability Players in Ad Tech

At the Programmatic I/O conference, industry leaders discussed the emerging role of insurance companies in AI governance for advertising. Betty Louie of The Brandtech Group noted that insurers are becoming 'a new player in the AI discussion,' with policies that will add a layer of protection but also fragmentation. Executives from Yum! Brands and BBDO shared their approaches to AI oversight, emphasizing the need for auditability and clear internal guidelines. They highlighted the challenges of navigating a fragmented regulatory landscape, including the EU AI Act and various state laws, and stressed the importance of human oversight to prevent cost overruns and errors in AI-driven advertising workflows.

• Gartner survey from April 2026 found 60% of companies using AI will face unexpected charges or exceed budgets due to lack of human oversight.
• More than half (56%) of companies using AI tools implemented them without clear policies, according to Gartner.
• Betty Louie of The Brandtech Group stated insurance underwriters are becoming a 'new player in the AI discussion' at Programmatic I/O.

Google Unifies YouTube Shorts and Open Web Buying

Google Marketing Platform announced its Unified Vertical Video strategy at Programmatic IO, enabling advertisers to buy YouTube Shorts and open web inventory through DV360. Previously, Shorts could only be bought via Google Ads with Demand Gen or PMax. The new approach aims to extend walled garden budgets to the open web. Gemini AI will handle creative resizing and campaign optimization across formats. The article also discusses Meta's self-promotion of its Muse AI agent and the potential risks of AI agents, including bank runs, as theorized by Apollo's chief economist. Additionally, it notes the launch of AgenticAdvertising.org's first board and the appointment of Will Hanschell as group CTO at Brandtech.

• Google Marketing Platform announced Unified Vertical Video strategy at Programmatic IO.
• Advertisers can now buy YouTube Shorts and open web inventory via DV360.
• Gemini AI handles creative resizing and campaign optimization across formats.

HCLTech Newsroom: HCLSoftware to Acquire Robotiq.ai, HCLTech launches AI-powered wealth study, M Group selects HCLTech for AI-led IT transformation, and more

HCLTech's newsroom features multiple press releases: HCLSoftware to acquire Robotiq.ai to enhance HCL UnO Agentic; HCLTech launches first-of-its-kind AI-powered study for wealth management; M Group selects HCLTech for AI-led IT transformation across 200+ locations; HCLTech named Leader in Everest Group's PLM Services PEAK Matrix; HCLTech launches The Silicon Shift report; HCLTech launches HCLTech Pulse; HCLTech named Leader in ISG Procurement Services; HCLTech and CrowdStrike expand partnership; HCLFoundation and UP government extend partnership.

HCLTech launches Advanced Semiconductor Lab with Rs. 185 crore investment

The Bengaluru facility strengthens India’s position in the global chip ecosystem and is set to drive semiconductor innovation. Also, HCLTech and Transport for NSW to explore AI-powered traffic insights for India.

The Customer Trust Framework Brands Will Need to Make AI Pay Off

This article from CMSWire discusses why only 18% of brands see revenue impact from AI adoption, attributing the gap to customer trust rather than technology. It introduces the 'Triangle of Trust' framework—authenticity, logic, and empathy—coined by Harvard Business School professors Frances Frei and Anne Morris as a method to build trust in AI-driven customer experiences. The author advises brands to beta test AI tools with a smaller customer group before scaling and to incorporate human-like, empathetic interactions to accelerate trust. The piece cites an HCLTech report and offers practical steps for brands to close the AI revenue gap.

• Only 18% of brands report seeing revenue impact from AI investments, according to an HCLTech report.
• The Triangle of Trust framework consists of authenticity, logic, and empathy.
• The framework was coined by Harvard Business School professor Frances Frei and Anne Morris.