On today’s podcast episode, we present our “Unofficial Monthly Retailer Awards” (UMRAs) for July, including awards for “Most Impactful Campaign,” “Best IRL Initiative,” and “Greatest Under-the-Radar Move.” Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Senior Analyst Blake Droesch, Senior Editor Karen Jacobs, Senior Director of Content Becky Schilling.
A friend's word still carries the most weight with holiday shoppers. But a close second is something brands rarely offer on their own: an honest account of a product's flaws. Some 41.9% of consumers said a trusted friend's or family member's recommendation made them feel confident in their last holiday purchase, according to a new survey of 1,001 US adults by EMARKETER and Reddit. Right behind that, 26.0% pointed to an honest discussion of a product's downsides alongside its strengths, ahead of expert reviews (18.7%) and influencer endorsements (12.6%). Shoppers are less interested in being sold to than in watching someone work through the tradeoffs.
Flat volumes suggest innovation alone may no longer overcome rising costs and growing demand for value.
AI quality shapes brand perception: Consumers like AI experiences that work, but weak creative and poor content placement can quickly damage brand trust.
Classrooms turn into AI pipelines: Free teacher and student access aims to lock in future generations of paid users.
US credibility in AI slips: Pew finds most adults see China ahead in development; brands can react by proving value of models beyond origins.
Microsoft reports strong Q4 FY2026 results: AI expansion points to more AI-driven search, cloud, and ad inventory.
Meta misses on EPS and cash flow: Marketers should expect more AI ad tools as the company tries to justify heavier spending.
Opening its creator program to workers could build trust with shoppers while expanding brands' social reach.
Today, Marketbridge and Meltwater announced a partnership to sell B2B go-to-market strategies and intelligence for generative engine optimization (GEO). Some 32% of B2B buyers worldwide use generative AI chatbots to discover new vendors, nearly matching web search and peer recommendations at 33% each, according to a July 2025 Responsive survey reported in EMARKETER. Among US B2B buyers who use AI, 35% use it for discovery, 43% for consideration, and 31% for purchase decisions, per Google and National Research Group’s June-July 2025 survey.
Meta vows to fight misleading AI content: An EU pact will force advertisers to clearly label AI content even as usage climbs.
As access replaces purchases, brands must earn loyalty with flexibility, transparency, and lasting value.
Facebook adds a user trust layer: Free identity badges may help users and sellers, but optional adoption will determine their long-term value.
Campaigns from Coca-Cola and Unilever boosted sales while generating customer insights and brand lift set to outlast the event.
Deposits, checking, and savings deepen relationships that can lift customer lifetime value.
J&J serves as a case study on the power of brand resilience during a prolonged court battle.
AI health scam ads are fooling vulnerable patients, making consumer education with trusted healthcare creators a growing imperative for credible health brands.
At Cannes Lions 2026, Jonathan Stringfield, Vice President, Microsoft Advertising & Gaming Business Leadership, met up with EMARKETER’s Max Willens at our Cannes studio to discuss gaming’s evolution into one of the most influential entertainment and cultural ecosystems,
AI ads ignite spending: Chatbot and AI search formats drive $32 billion in spend as discovery moves beyond blue links.