Author: Kimeko McCoy

Marketers are handing more of their workflows over to AI — testing media activation agents, making creative and scaling it. The line around what still requires a human touch, however, is fuzzy.

Some executives are wary of AI-generated creative ideas while using automated tools to brainstorm campaigns. Others insist AI’s role in how brands talk to shoppers should be limited, while relying on it to scale assets consumers see.

What marketers can agree on: they trust AI to help them spend their money — but not craft the messages they want to spend around.

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A ban on U.K. gambling brands’ soccer sponsorships has created a glut of partnership opportunities for consumer marketers. But while CMOs sizing up the opportunity have leverage for now, they’ll face pressure to prove it’s worth the price tag.

Arsenal won the Premier League, which concluded on May 24. But with almost a dozen kit sponsors relegated due to a voluntary front-of-shirt ban kicking in this summer, a number of top soccer clubs are competing to attract fresh partner brands. Crystal Palace, Bournemouth, Brentford and Everton have announced their next sponsors already, leaving eight Premier League clubs — including Chelsea and Newcastle United — still on the table. 

According to a research note published last week by Gartner, sponsorships account for 18.2% of marketers’ non-digital spending, but 84% of CMOs “struggle to quantify” their value. 

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