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When eTail Palm Springs convened in February 2025, the mood was cautious optimism. AI dominated almost every stage and hallway conversation, but the questions were tentative. Can we trust it with customers? How do we measure what it actually does?
For two decades, marketing invested in being findable. But as shopping moves inside AI conversations, the question facing senior marketers has changed. The new imperative is whether an algorithm will recommend your brand on a consumer’s behalf.
In the first of a new series in partnership with the IPA, The Anatomy of an Outcome, we dive into how B2B battery brand Procell drove pricing power with its use of humour to tap into a key category insight.Source
