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AI-generated content is everywhere – but does it resonate with consumers?
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In a recent survey nearly half (46%) of Instagram and Pinterest users, and 45% of TikTok, Snapchat, LinkedIn and YouTube users claim they would feel ‘indifferent’ if they discovered content they liked was made using AI tools.

However, GWI’s latest Social Media Report for 2025 reveals that the reception to AI-branded content definitely isn’t one-size-fits-all: it seems audience attitudes vary significantly depending on the platform it’s on.

For instance, nearly a quarter (24%) of TikTok scrollers say they’d like the content more if it was AI-generated — but half (50%) of BeReal users, 41% of Reddit users, and 36% of X users aren’t as ready for AI generated content, claiming they’d like it less.

Chris Beer, Senior Data Journalist at GWI, said: “AI has an obvious appeal to marketing, social, and creative teams, because it is fast, scalable, and relatively inexpensive. However, the best plan isn’t to hand all of the reins over to automation. The smartest companies are using AI to support human creativity, not replace it.  Ultimately, with views on AI generated content being mixed, brands don’t want to risk negative backlash where culture is shaped — on social media.”

GWI data shows that over half (54%) of consumers say TikTok is the most influential platform for shaping cultural trends, from fashion and music to viral moments and online conversations. Close behind, 53.5% say Instagram plays a key role, and half (50%) claim YouTube’s long-form videos and creator communities drive a lasting influence.

With these platforms clearly spearheading online trends and influence, it is important for brands to understand how to leverage their AI generated branded content without deceiving or annoying consumers.

GWI data shows that consumers are happy to engage with AI-powered tools when it improves their experience, and that people are more likely to accept AI-branded content when it’s clearly labelled as such.

But when AI is used carelessly, or replaces originality, personality, and craft, it quickly becomes obvious.

Beer added: “Brands can stay ahead of the curve by tailoring content to the platform at hand. For example, Maybelline’s mascara CGI video was a viral TikTok sensation, but the same concept on X might have flopped. If you manage to jump on an AI-generated trend before it passes by, you could hit the jackpot.

“With shrinking teams and tighter timelines, knowing where AI content will land well, and where it won’t, helps marketing teams prioritise better. AI can absolutely support creativity, but it has to serve the audience first, not just the algorithm. Be smart, yet creative with it, and you’ll stay ahead of the game.”

Photo by Christian Wiediger on Unsplash

BRAND MONITORING MONTH: How brands are using monitoring tools to combat misinformation and deepfakes
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In an era of increasingly sophisticated artificial intelligence, brands are under growing pressure to defend their reputation from digital threats such as deepfakes, AI-generated misinformation, and impersonation. As synthetic content becomes more realistic and accessible, brand monitoring is evolving from a reactive tool into a critical line of defence for corporate integrity and consumer trust…

The rise of generative AI has made it easier than ever to fabricate video, audio, and social content that mimics brands, executives, or official messaging. These impersonations can be used in phishing schemes, smear campaigns, or misinformation efforts, damaging customer relationships and eroding public confidence.

In response, marketing and communications teams are increasingly turning to advanced brand monitoring platforms that can detect anomalies in real time and flag suspicious activity across digital channels.

Modern brand monitoring tools now leverage machine learning and natural language processing (NLP) to identify sentiment shifts, content manipulation, and patterns associated with synthetic media. Platforms like Brandwatch, Signal AI, and Meltwater are investing in deep learning models to recognise manipulated assets and alert organisations early, often before viral escalation.

One key strategy involves integrating brand monitoring into cybersecurity and crisis communications protocols. By linking sentiment analysis dashboards with social media teams, legal departments, and IT security, brands can act quickly when false narratives or doctored content emerge. Real-time alerts and contextual metadata are helping organisations to trace the source of misinformation and coordinate public responses efficiently.

Proactive monitoring also allows brands to educate and empower employees and stakeholders. Regular updates on emerging risks and real-world case studies are forming part of internal training, helping teams to spot threats and respond in a unified way. In regulated industries, this also supports compliance with growing data governance and consumer protection laws.

Another emerging trend is collaboration with digital identity and verification partners. Some UK retailers and financial institutions are combining brand monitoring with third-party validation systems to protect consumers from fake websites and fraudulent campaigns using their brand image.

As generative AI tools become more pervasive, the need for brand vigilance will only intensify. For marketing leaders, investing in comprehensive brand monitoring is required for resilience and long-term trust. By combining intelligent monitoring with swift incident response and cross-functional coordination, brands can turn potential vulnerabilities into an opportunity to demonstrate transparency, agility, and accountability.

Are you looking for Brand Monitoring solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Jakob Owens on Unsplash

Want to succeed on social media? Then troll your rival brands…
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Engaging in playful, and sometimes savage, social media battles with brand competitors, can drive massive online engagement and brand loyalty, a new study by emlyon business school has revealed.   

However, the researchers also found that engaging in risky social media interactions with other brands can also easily backfire, proving that the line between humour and disrespect is razor thin.  

These findings come from research by Mathieu Beal and Ivan Guitart, both Professors of Marketing at emlyon business school, alongside colleague Charlotte Lecuyer from, University of Auvergne. 

The study explored the phenomenon of humour and the benign violation theory—where something appears as a “violation” of norms but remains light-hearted and socially acceptable. 

To do so, the researchers examined a number of social media interactions between large brands, identifying those that used affiliative humour (friendly teasing) and aggressive humour (mockery, sarcasm), to gain insights about how consumers perceive brand humour. 

The researchers found that affiliative humour was the safest and most well-received approach, whilst aggressive humour was riskier but could be highly effective when targeting a direct competitor.  

The findings suggest brands in dominant market positions can get away with more aggressive humour, while ‘underdog’ brands risk backlash. The type of humour a brand employs is often socially accepted based on their reputation and followers.  

Consumers tend to embrace brand trolling when it’s framed as part of a competitive rivalry, much like sports teams bantering before a big match. However, if a smaller brand punches up at a much bigger competitor, audiences may view it as desperate rather than clever. 

The study’s findings suggest that when executed properly, trolling a competitor can: Increase engagement, leading to more shares and visibility. It can enhance brand personality, a witty, confident tone can make a brand feel more relatable and fun. As well as differentiate from competitors, standing out in a crowded marketplace requires bold moves. 

However, there are risks. Brands that cross the line into mean-spirited attacks can quickly face backlash, leading to PR disasters instead of viral success. 

“Brands are no longer just interacting with customers on social media; brands are finding themselves engaging with competitor content.” Says Professor Beal. “One of the most famous examples of this approach was in 2018, when Wendy’s fired off a witty, aggressive tweet mocking McDonald’s fresh beef campaign. This resulted in over 180,000 likes, more than 22 times the amount of likes on the initial McDonalds post. This viral moment highlights how brands can use humour to boost visibility and outperform even the biggest names in their industry.” 

The researchers strongly recommend that managers favour affiliative humour as the safest strategy and warn social media managers against aggressive humour in an inappropriate context, as it can easily turn into a bad buzz and turn against them.   

The findings show that trolling works best when targeting direct competitors in a way that feels playful rather than malicious. Brands with a strong market position can take greater risks, while smaller brands should focus on friendly, affiliative humour. 

Photo by Meg Jenson on Unsplash

Have you secured your place at next month’s eCommerce Forum  and Mixer?
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We have a handful of complimentary guest passes still available for the eCommerce Forum in July, will you be joining us?

This unique event will give you the opportunity to meet with the top eCommerce suppliers who can help with your upcoming plans and projects for 2025 and onwards, in a relaxed and intimate setting.

10th July 2025 | Hilton, London Canary Wharf  

 Your free pass includes; 

🤝 Your own personalised “corporate speed-dating” itinerary with cost-saving and innovative suppliers
💭 A seat at our insightful seminar sessions, led by industry thought leaders
☕ Complimentary lunch and refreshments throughout
⌚ Personalised attendance options to suit your schedule
👋 Networking opportunities with fellow professionals in the eCommerce industry

You will also have the opportunity to attend The Ecom Mixer! - After the eCommerce Forum join us at The Sipping Room, London, for an evening of networking, music, and drinks on the terrace.

This annual event unites the eCommerce community for a memorable celebration – Book here 

How to make your online presence more sustainable
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With the threat of climate change growing larger each day, individuals and businesses alike are needed to take action and lessen their impact on the environment. 

One area which may not be so obvious when it comes to its impact on the environment is our digital activity. Every online interaction leaves a carbon footprint. In fact, the average person contributes around 968 grams of CO2 every single day just by scrolling. Multiply that by 1.13 billion websites that make up the world wide web, and the environmental impact becomes huge. 

But for businesses today, when social media pages, branding, and an engaging website are more important than ever, how can you reduce your digital footprint and create a truly sustainable online presence, in every sense of the term? In the following guide domain and hosting experts Fasthosts, offers practical steps for businesses big and small, to go green online.

Energy efficiency

The foundation of a sustainable website begins with how it is being powered. All websites start from hosting websites, and before that from data centres. The data centres require huge amounts of energy to operate. Fortunately the rise of data-centres powered by green energy has made it easier for businesses to choose an eco-friendly hosting provider.

Eco-friendly hosting providers that source their energy from green sources will mean reduced emissions, and improved reliability and performance. Moving to a green hosting provider will be one of the most effective ways to reduce your website’s carbon footprint.

Digital minimalism

When it comes to the layout and design of your website, keep the term digital minimalism in mind. Avoid clutter, and busy pages, which will consume unnecessary energy. To do this, you can archive or delete outdated content to reduce storage requirements, not only streamlining digital assets to enhance performance, but also improving your on-page SEO.

Green technology choices

When building your website, it can be overwhelming trying to decide which tools and platforms to use. One key way to narrow down your options is to opt for those that are green certified, or built with sustainability in mind. To go one step further, you can engage tools that monitor and help reduce your website’s carbon footprint.

Website optimisation

Every time a website’s page is visited, energy is used to process the request. So optimising your website can make it greener. Faster loading websites use less energy, minimising the strain on servers and data centres, and will improve your SEO ranking. To optimise your website you can compress any images without reducing the quality, clean up unnecessary code and deactivate unused plugins, and avoid clutter and eliminate redundant features that could be slowing your website down.

Content Delivery Networks

Content Delivery Networks (CDNs) are a smart solution to websites with a global audience. CDNs are globally distributed servers that allow users to access the content from the server located closest to them. This reduces latency and load times, and makes web performance faster for its visitors. Because of this, CDNs are not only great for improving user experience, but also reducing energy use leading to lower carbon emissions.

Sustainable AI practices

While artificial intelligence can be a powerful tool for sustainability, it too has an energy cost. By using smaller, optimised AI models, and implementing AI such as chatbots, recommendation engines, or content analysis tools, only where they add value to your website, will ensure energy isn’t wasted on unnecessary tasks.

Scalable architecture

Having a scalable website, allows you to add features and can handle increased traffic without the need for a full redesign. When you can break down growth into smaller steps, this reduces the need for frequent overhauls, meaning that less hardware, and development resources are needed, minimisng e-waste.

Modular code

Similar to having a scalable website, writing modular, reusable, code that can be updated easily will not only extend your website’s lifecycle, it will also reduce digital waste too. Reusable and modular code reduces redundancy, lowering the computer power needed to maintain and update websites. This, in turn, decreases energy usage, reducing the carbon footprint.

Regular maintenance

Lastly, perform routine updates to software, plugins, and security features to keep your site running efficiently and securely. Well maintained websites require less server power, and by regularly and proactively fixing issues on your website, you can prevent major failures that would otherwise require significant energy and resources to resolve.

Image credit: Marija Zaric – Unsplash

SOCIAL MEDIA MONTH: How brands are mastering reels, shorts, and TikTok to build engagement at scale
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Short-form video content has become the dominant force in digital marketing and brands are capitalising on it with agility, creativity, and data-driven strategy. Platforms like TikTok, Instagram Reels, and YouTube Shorts now serve as primary discovery channels, where even a 15-second clip can spark massive engagement, drive conversions, and build long-term brand equity…

The appeal is clear: short-form video aligns perfectly with mobile-first behaviour, attention spans, and the algorithmic preferences of today’s social platforms. But making an impact in under a minute requires more than trend-jumping. It takes smart content planning and a deep understanding of platform dynamics.

Branded Content that Connects

Leading UK brands are embracing story-led micro-content that informs, entertains, and inspires. Take Tesco’s food hacks on Reels, Gymshark’s gym challenges on TikTok, or Ryanair’s cheeky duets and voiceovers. These brands don’t just push products, they create content that feels native to the platform, leveraging humour, relatability, and trending formats to stay visible in crowded feeds.

Authenticity is critical. Instead of overproduced videos, brands are opting for raw, human-led storytelling. Behind-the-scenes footage, staff spotlights, and lo-fi how-tos outperform polished adverts, particularly among Gen Z audiences.

The Power of User-Generated Content (UGC)

Many successful campaigns are fuelled not by the brand itself, but by its community. Encouraging fans to create content around a hashtag, product or challenge can deliver incredible organic reach. For example, the #AsosHaul trend on TikTok generated millions of impressions without direct paid promotion, as users shared their unboxing and outfit reviews.

To make the most of UGC, brands must provide clear creative prompts, recognise contributors, and engage visibly with participants: liking, commenting, or featuring their posts to build momentum.

Algorithm-Optimised Posting

Success on Reels, TikTok and Shorts also hinges on understanding how platform algorithms prioritise content. Consistency, watch time, audience retention, and engagement rates all influence visibility. Top-performing brands are using analytics tools to test content length, post timing, hooks, and caption strategies, iterating quickly to find what resonates.

Trends move fast, so agility is key. Brands with in-house creative teams or trusted agency partners can turn around reactive content quickly: jumping on audio trends, memes, or current events within hours.

Measuring Long-Term Impact

While short-form video is often associated with virality, it can also drive sustained results. Brands that treat these platforms as brand-building ecosystems, rather than one-off ad slots, see higher retention, repeat engagement, and broader audience reach.

With the right mix of creativity, community and consistency, even the shortest clips can make a lasting impact.

Are you searching for Social Media marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Nathan Dumlao on Unsplash

Personalisation and cashback top UK shopper wanted lists
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57% of British shoppers want more cashback rewards from the brands they support, while 46% want more personalised discounts, with clear rewards and consistent communication.

That’s according to research from Dotdigital, drawing on responses from over 3,000 global consumers, of which 1,000 are UK based, highlighting critical opportunities for UK brands to deepen customer relationships through relevance, transparent rewards, and data-smart engagement strategies.

Key UK findings:

  • UK consumers are leading in omnichannel loyalty, engaging across email (64%), mobile app push (7%) and SMS (4%), while 9% expect to receive brand communication via a combination of channels.
  • Brits love an add-on: 48% say they value free delivery and returns, 55% want more freebies and gifts and 49% want to see more birthday rewards from the brands they support.
  • Relevance is critical as UK consumers are 20% more likely to find the marketing they receive irrelevant compared to their international counterparts.
  • 23% of UK shoppers are uncomfortable with the idea of sharing their data, but they will do so for the right reward.

“Today’s UK consumers are among the world’s most engaged when it comes to customer loyalty, but they’re also increasingly selective. They expect brands to be present where they are, without overwhelming them,” says Juliette Aiken, CMO at Dotdigital.

“They also know what good marketing looks like, and they’re no longer moved by generic rewards or spray-and-pray strategies. Brits are open to regular brand communication, but only if it’s deeply relevant and comes with an easy reward. The brands that understand how to respect consumer preferences while delivering engaging, dynamic customer experiences will be the ones that cultivate lasting loyalty in 2025 and beyond.”

Other highlights include:

  • 52% of consumers say peer reviews are the most influential factor in their buying decisions, more than influencer endorsements or even price.
  • 26% of UK Gen Z are more likely to deepen brand loyalty this year, but they remain loyal to a select few brands.
  • Gen Z loyalty in the UK goes beyond points and cashback with 61% sticking around for sustainability and brand values.
  • 41% of UK consumers actively recommend brands to their friends and family.

“In a market where consumers are scrutinising their every spend, our research shows UK brands still have room to win, and win big,” concludes Aiken. “To do it, they must listen to their customers, personalise with purpose and incentive, and be present on the channels their customers already use.”

June 2025 is Brand Monitoring Month on Digital Marketing Briefing – Here’s how to get involved
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the marketing sector – and in June we’ll be focussing on Brand Monitoring solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Digital Printing and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Here’s our features list in full:-

June 2025 – Brand Monitoring
July 2025 – Website Analytics
Aug 2025 – Conversion Rate Optimisation
Sept 2025 – Digital Signage
Oct 2025 – Printing
Nov 2025 – Creative & Design
Dec 2025 – Online Strategy
Jan 2026 – Content Management
Feb 2026 – Lead Generation & Tracking
Mar 2026 – Email Marketing
April 2026 – Digital Printing
May 2025 – Social Media

Ten WhatsApp stats that might surprise marketers
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WhatsApp marketing is on the rise with major brands like Helman’s, Persil, Netflix, KLM, Absolute Vodka (to name a few) adopting the platform into their marketing strategy.

In 2025, the number of businesses marketing and communicating with their customers through WhatsApp is expected to continue rise.

Whilst the most popular method of marketing communication historically has been email, marketers are realising the potential of the instant messaging app with over two billion active users worldwide. 

Many businesses are waking up to the benefits, whilst others are reluctant to make the switch. Owner of digital agency Capture 1, Helen Nurse, has revealed ten surprising facts about WhatsApp marketing that might sway the vote…

  1. 87% read rate

The first and arguably most crucial hurdle when it comes to marketing communications is actually getting your message read.

Even the most compelling message or exciting announcement falls flat if it goes unread. When the number of ads we see per day is estimated to be between 4,000 and 10,000, persuading people to read your comms is a task in itself.

  1. 52% click rate

Calls to action, for example a link to purchase an item or sign up for an event, spur over half of users to click when sent in a WhatsApp message.

  1. 45 seconds average response time from users

Users on WhatsApp respond, on average, in less than one minute; it’s called instant messaging for a reason.

It’s important to acknowledge that WhatsApp isn’t always the most effective method of communication – it’s best used when the message is concise, high importance, and most notably, requires a response or action from the customer.

A great example of this is a ‘WhatsApp flow’, where the customer’s response triggers the next message – which will differ depending on the response they give.

  1. 700 million WhatsApp Business users globally

Every business owner wants to be an early adopter of successful strategies. It might seem like those using WhatsApp marketing are in the minority, but the number of WhatsApp Business users has hit 700 million, according to Statista.

  1. 70% of consumers feel more connected via WhatsApp

We use WhatsApp to connect with friends and family, to send voice notes about our day, to make plans for the weekend.

In contrast, we largely use email for work, to communicate with colleagues and to receive marketing from brands we’ve subscribed to – and sometimes ones we haven’t.

It’s no wonder the majority of consumers feel more connected via WhatsApp. This is a good time to mention that WhatsApp Business should only be used for messages that actually serve the recipient, for example important booking confirmations, rather than run of the mill marketing that could be considered spam.

  1. 74% expect brands to deliver personal experiences

WhatsApp is a personal space for most people, so it’s understandable that business owners could worry about overstepping a boundary. But the reality is, most consumers expect brands to reach out to them directly, and so long as your WhatsApp marketing is clear, helpful, and appropriate, users won’t mind hearing from brands in this way.

  1. 83% of users check messages daily

Even those with hectic schedules and busy inboxes tend to check their WhatsApps every day. When messages are important, time-sensitive or require a response, WhatsApp is a great way to make sure they get seen.

  1. 3.3x higher conversion rate compared to email

It’s true that the first hurdle of marketing communications is getting your message read.

The next challenge is inciting some sort of action.

As marketers, we want to convert readers to clicks, which is shown to be over three times more likely when you reach out via WhatsApp.

  1. 1 in 3 chats lead to action

Not only is an action more likely when using WhatsApp compared with email, but the number is higher than marketers might expect. One in three chats on WhatsApp leads to an action being taken.

  1. 10x faster response than email

The immediacy of WhatsApp is not to be underestimated. Whilst emails often get opened and replied to later, people tend to shoot back a reply on WhatsApp straight away. This could be because WhatsApp feels more casual to users – no need for the “kind regards” or extended formalities.

The data speaks for itself: WhatsApp is no longer just a platform for chatting with friends, it’s becoming a powerful marketing tool that businesses can’t afford to ignore. With unmatched open rates, lightning-fast response times, and a personal feel that fosters real connection, WhatsApp offers marketers a unique way to cut through the noise.

While email will always have its place, these ten stats make a strong case for integrating WhatsApp into your marketing strategy.

For brands looking to boost engagement, drive action, and meet customers where they already are, the message is clear – WhatsApp is the future of conversational marketing.

Photo by Brett Jordan on Unsplash

SOCIAL MEDIA MONTH: How brands are turning reach into revenue in 2025
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Social media is no longer just a channel for awareness, it’s a full-fledged revenue engine. Brands are rapidly evolving their social strategies from engagement-focused campaigns to conversion-driven social commerce ecosystems, tapping into the native selling capabilities of platforms like Instagram, TikTok, Pinterest, and even LinkedIn…

The convergence of content, community, and commerce is being powered by a host of new tools and features. Social platforms have significantly matured their in-app shopping capabilities, allowing brands to offer seamless purchase journeys that reduce friction and improve ROI. Consumers can now discover, evaluate, and buy products without ever leaving the app—shortening the path to purchase and boosting conversion rates.

Instagram Shops, TikTok Shop, and Pinterest’s Product Pins have become essential touchpoints for retail and lifestyle brands. These tools integrate product catalogues, real-time pricing, customer reviews, and payment options directly into the user experience. For marketers, this has opened the door to advanced attribution models that tie impressions and clicks directly to revenue, offering far more accountability than ever before.

Influencer and creator partnerships are also playing a pivotal role. Rather than traditional brand ambassadorships, 2025 is the era of the creator affiliate model. Micro and nano influencers are now equipped with custom storefronts or affiliate links built into their content, giving them a direct stake in performance and incentivising authentic promotion. Brands are using platforms like Shopify Collabs, LTK, and TikTok Creator Marketplace to scale these partnerships while tracking sales in real time.

Video continues to dominate. Live shopping events have become a proven tactic for launching products, clearing inventory, or driving seasonal sales. Fashion, beauty, and electronics retailers in particular are seeing high returns from influencer-led livestreams where viewers can ask questions, see demonstrations, and make purchases instantly.

To support this shift from reach to revenue, marketers are investing in data-led optimisation. Social commerce success is increasingly measured through blended metrics: not just impressions and engagement, but cost per conversion, average order value, and customer lifetime value. Integrations with CRM and e-commerce platforms like Salesforce, HubSpot, and Shopify ensure that social activity is no longer siloed but central to performance marketing.

Crucially, authenticity remains king. Brands that succeed in social commerce aren’t just selling—they’re storytelling, building trust, and making community part of the buying experience.

In 2025, digital marketing leaders know that social media is not just where audiences spend their time—it’s where they open their wallets. Those who can fuse creativity with commerce and content with conversion will lead the next era of social success.

Are you searching for Social Media marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by dole777 on Unsplash