Despite ramping everything up for the end of the year, we’ve had time to reflect on the biggest and most intriguing marketing stories from the past month.
Instagram trials collaborative carousel posts
A brand new engagement feature has been added to everyone’s favourite image-sharing app. Instagram is now running live tests of its collaborative posts feature, allowing brands to add their own unique perspective to an event or discussion. It’s up to the original creator which submissions are approved and the post will only be available in their timeline.
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How AI will change marketing agency roles
Rumours of AI spelling the demise of marketing roles have been greatly exaggerated and a new report shows 78 per cent of marketing agencies are already using the technology for content creation. So, instead of the forecasted doom, AI is likely to:
- Automate data and marketing analysis
- Create content curators and editors to fine-tune AI’s output
- Provide briefs to writers
- Outsource email correspondence to robots
- Streamline strategy services
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LinkedIn launches predictive audiences
Audience targeting has long been an important element of successful digital marketing and LinkedIn has proven its dedication to the cause with a new update. The professional networking platform has introduced predictive audiences to improve conversions for B2B advertisers on the site.
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SGE becomes (sort of) available in 120 more countries
While Google’s AI-driven initiative Search Generative Experience (SGE) isn’t being made publicly available yet, the opportunity to play around with its capabilities has been extended to 120 more countries. Those registered to the Search Labs programme across those territories can now access SGE with Chrome on desktop, or the Google app on Android and iOS.
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Elon Musk launches new Grok AI chatbot
There’s a new chatbot on the block and this time it comes from Elon Musk. Grok, as it’s known, is aimed at competing with ChatGPT and according to the tech entrepreneur was inspired by the Hitchhiker’s Guide to the Galaxy. Verified users of X, formerly known as Twitter, are invited to participate in the early access programme.
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