Observed Signal · Jan 31, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Modern Brands and AI: Securing Brand Futures
Quantcast's whitepaper, produced in collaboration with Forbes Insights, analyzes how digital pioneers deploy artificial intelligence and data to advance marketing maturity. The study suggests that modern, digitally savvy audiences generate valuable data enabling personalized engagement, and that AI combined with first-party data helps leading brands achieve real-time understanding of customer needs, deeper behavior-based segmentation, and more engaging messaging. While many marketers see AI as beneficial, only about 30% regard it as critical to their marketing goals. The paper provides a Reife Scorecard (maturity scorecard) for digital leaders and a Brand Future checklist to elevate marketing in a tech-driven, customer-centric environment. It emphasizes leveraging first-party data and AI to better understand lifestyles and needs and translate interactions into conversions and loyalty. Examples cited include Google, Microsoft, Amazon, and Zalando, with Forbes Insights data anchoring the findings. Readers are invited to download the full whitepaper for practical guidance.
Substantive AI/MarTech insights from Quantcast whitepaper; relevance to AdTech.
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Key Takeaways & Evidence Grounding
- Quantcast's whitepaper (in collaboration with Forbes Insights) analyzes AI use by digital pioneers.
- The study highlights real-time understanding (55%), behavioral segmentation (53%), and engaging messaging (52%) as AI-relevant areas.
- Major brands cited include Google, Microsoft, Amazon, and Zalando.
- The whitepaper includes a maturity scorecard for brands and a brand-future checklist.
- First-party data and AI are emphasized to better understand lifestyles and drive conversions.
Connected Companies & Entities
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AI Empowers Marketers: Redefining Success in AdTech
AI is not a substitute for marketers but a set of tools built on quality data and guided by human expertise that can empower planning, activation, optimization and measurement. It can automate insights, detect patterns and generate reports quickly, but people must define the right questions, interpret results and ensure automation aligns with brand and business goals. Looking ahead to 2026, the article outlines AI's impact in three areas: audience targeting and segmentation, campaign optimization, and the broader ad tech stack. It highlights advanced audience modeling that combines deterministic and probabilistic data to identify high-fidelity lookalikes, and predictive behavioral models that forecast engagement and conversion. It also discusses privacy-preserving techniques like federated learning, dynamic creative optimization, and rapid programmatic bidding with transparency challenges. Beyond this, AI powers data ingestion, identity resolution, and measurement advances such as multitouch attribution and AI-powered incrementality testing, underscoring that real data and clear strategy are essential to realizing AI’s potential.
Retail brands risk optimizing the wrong thing
Sponsored by Rezolve Ai, the article argues that retail brands focused on optimizing experiences only on their own websites risk being excluded from purchase decisions now increasingly shaped by AI platforms. It cites the Salesforce Connected Shoppers Report showing brand-site journey starts fell from 82% in 2014 to 38% in 2024, Bain research on widespread reliance on zero-click results, and a January 2025 Rezolve Ai–commissioned survey by Method Research. The piece says brands must audit and restructure product and content data (beyond traditional SEO) to be legible to AI answer engines, and advertises Rezolve Ai’s AEO Discovery Review service to assess AI visibility gaps.
Research: AI Becomes Foundational in Modern Marketing
Callan Consulting’s "State of AI in Technology Marketing 2026" report, produced with 18 B2B and B2C technology companies including NetApp, finds AI moving from experimental projects to enterprise‑wide integration across marketing functions. Based on interviews with CMOs and senior marketing leaders, the study reports AI is now embedded in content creation, research, campaign optimization and analytics. As use expands, data quality, accessibility and governance have moved to the top of marketing agendas. The report notes the rise of "Born in AI" marketing teams, the emergence of Answer Engine Optimization (AEO), increasing interest in agentic AI, and persistent challenges such as measuring AI ROI and maintaining human oversight.
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