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MAY 15, 2025 |
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Which generation is most likely to stop using or purchasing from a brand that doesn’t align with their personal beliefs? |
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A) Gen Z B) Millennials C) Gen X D) Baby boomers |
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TOP STORY |
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TikTok introduced “AI Alive,” a new image-to-video AI generation tool that allows creators to transform static photos to short-form videos within TikTok Stories, per a company announcement. |
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The feature is accessible through TikTok’s Story Camera and develops videos with “movement, atmospheric and creative effects,” per TikTok.
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The stories will contain a label that notifies users that it was created using AI. It will also include embedded C2PA metadata—a technical standard to help users identify AI-generated videos, even when shared beyond TikTok.
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AI Alive stories can be created by opening the Story Camera, clicking on the blue plus sign on the top of the Inbox or Profile page, and selecting a photo from the user’s Story Album. The AI Alive icon will appear to initiate the transition. |
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IN THE NEWS |
Max will finally be HBO Max again—but what took so long? Warner Bros. Discovery is walking back its 2023 decision to drop "HBO" from the name of its streaming platform. Read online |
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Other headlines: |
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My Code proves that engagement with diverse audiences is key to brand success. At NewFronts, multicultural media company My Code celebrated the recent launching of its Culture Suite, a creator network designed to link brands with culturally forward creators. Read online
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X to have a mild ad revenue turnaround in 2025. This year, we forecast social media company X, formerly Twitter, will see ad revenue growth for the first time in four years, but still only earn about half of what it did in 2021. Read online | | | |
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ANALYSIS |
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The Skims logo appears on top of diner pancakes, Rhode Beauty’s lip balm doubles as an ice cream topping, and Seattle's Museum of Pop Culture is using AI to create a signature scent. |
Whether brands are aligning their product with comfort food, launching fragrances, or prioritizing scent in their retail spaces, marketers are embracing multisensory experiences as another way to stand out in the digital noise. |
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Consumers are 100 times more likely to remember what they smell versus what they see, hear, or touch, according to Mood Media, and 72% of consumers think very few brands stand out as different, according to VML’s 2025 Future 100 report. |
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“The idea of scent branding comes as a response to people wanting to be connected to the world around them more,” said Kaitlyn Barclay, CEO and co-founder of agency Scout Lab. “There’s this counterculture of people wanting to be more in-person, and that begs the question of how brands will evolve their identity.” |
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