43% of creators and influencers in North America say AI tools help them streamline their workflows, according to April 2025 data from URLgenius. However, nearly a third (30%) say they haven’t noticed any impact.
20% of users who downloaded mobile apps with onboarding campaigns in Q2 2024 returned to the app the next day, compared to just 16% across all apps, according to data from Airship.
The news: Lowe’s launched a home improvement creator network as part of a strategy to reach younger audiences through social media personalities. The network, which Lowe’s framed as key to deepening its connection with Gen Z and millennial consumers, features MrBeast as its first high-profile partner. Our take: Reaching younger generations is crucial for sustained growth, and as influencer marketing surges, Lowe’s strategy could prove effective at bridging the gap with young homeowners. Influencer collaborations are most likely to be effective when the creator is seen as unbiased and honest, authentic, entertaining, and educational.
The news: President Donald Trump is expected to sign another executive order extending TikTok’s sale deadline as the current June 19 deadline approaches, marking the third extension since Trump took office. Our take: Trump is likely to continue extending TikTok’s sale deadline—but with each extension, brand confidence plummets further as the platform’s long term sustainability remains shrouded in uncertainty. The brands that will be most successful aren’t those that are crossing their fingers for TikTok’s survival, but those that are investing in contingency plans and platform-agnostic strategies that can pivot quickly.
The news: WPP has lost the $1.7 billion Mars global media account to Publicis, just months after parting with Coca-Cola’s North America business. The deal encompasses media, social, production, and commerce, and further weakens WPP’s hold on major global clients. Our take: WPP’s loss is both financial and reputational—and their aggressive counterattack via a client-facing report signals a deeper crisis. As rivals like Publicis gain ground and agency power consolidates, WPP’s public posture and CEO transition raise questions about future strategy. Winning back trust will require more than critiques of the competition—it will demand structural clarity and client-first execution.
The news: President Donald Trump’s immigration crackdown is chilling consumer spending and reducing the available labor force for key industries like construction and hospitality. Our take: The US economy depends heavily on immigrants, both documented or otherwise. The Trump administration’s aggressive deportation push could therefore deprive companies of crucial workers—and drive up costs for essentials like housing and groceries—as well as eliminate a considerable source of tax revenues and consumer spending.
The news: DoorDash’s acquisition spree continued with its $175 million purchase of ad tech firm Symbiosis. The deal will expand the company’s offsite capabilities, enabling advertisers to run campaigns across search, social and display channels that are integrated with DoorDash’s closed-loop measurement system. Our take: DoorDash’s Symbiosis acquisition and ad updates should help the company attract bigger brands and retailers to its ad platform—especially as demand for its core delivery services remains healthy.
The news: OpenAI finalized a deal with Google Cloud to supplement its Microsoft Azure infrastructure, per Reuters. The deal addresses OpenAI’s growing compute needs as its annual revenues hit $10 billion, up from $5.5 billion in December. OpenAI’s ChatGPT and Google Gemini are the biggest rivals in the AI industry. The cloud deal effectively ends Microsoft’s exclusivity as ChatGPT’s cloud provider and is likely another indicator that the two companies are growing apart. Our take: The OpenAI-Google Cloud alliance signals a new era of pragmatic AI partnerships and the importance of diversified cloud strategies to support the explosion in AI usage.
The insight: Younger consumers are opting out of human interaction when they shop. Our take: While younger consumers tend to adopt new behaviors faster, they’re also driving the direction of retail innovation. Retailers looking to stay competitive should prioritize the tech-driven, convenience-first features these shoppers now see as table stakes.
The news: Starbucks is rolling out “Green Dot Assist,” a generative AI (genAI) assistant built with Microsoft Azure and OpenAI, to 35 locations this month. The tool, which is accessed through iPads, aims to streamline operations, reduce service times, and improve accuracy for baristas while reducing reliance on manuals or intranet searches. Our take: Competitors and the industry will be keeping an eye on how Starbucks integrates AI assistants at scale. This is a potential blueprint for using AI not just for automation, but to enhance human touchpoints while increasing efficiency—provided all the moving parts work together.