{"id":242,"date":"2025-07-08T19:30:00","date_gmt":"2025-07-08T19:30:00","guid":{"rendered":""},"modified":"2026-08-07T17:56:27","modified_gmt":"2026-08-07T17:56:27","slug":"speed-kills-the-competition","status":"publish","type":"post","link":"https:\/\/artificialintelligencesummit.com\/blog\/p\/speed-kills-the-competition\/","title":{"rendered":"Cannes, Deepfakes, and Deep Research: Navigating AI\u2019s Creative Power Without Losing Trust"},"content":{"rendered":"<div class=\"wp-block-group\">\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\"><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/AI_MARKETING_SCHOOL_HEADER.png\" alt=\"\" \/><\/div>\n<\/div>\n<div>\n<p><b>Hello marketers.<\/b> Welcome to AI Marketing School, where we dish out the latest and greatest in AI-powered marketing.<\/p>\n<\/div>\n<div>\n<p>In this week\u2019s issue:<\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><b>AI Marketing Update<\/b>: Cannes Lions thrusts AI into the spotlight<\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><b>The Stack: <\/b>Get lost in deep research<\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><b>AI Events<\/b>: Our recommended AI marketing events for networking and connections<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<p>Onwards!<\/p>\n<\/div>\n<\/div>\n<div class=\"wp-block-group\">\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222;\">AI MARKETING UPDATE<\/span><\/h4>\n<\/div>\n<div>\n<h3 style=\"margin: 0;\">Controversy in Cannes<\/h3>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\"><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/ChatGPT_Image_Jul_8__2025__01_28_21_PM.png\" alt=\"\" \/><\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Every June, the global advertising elite descends on the French Riviera for the Cannes Lions, the industry&#8217;s most prestigious awards festival. Think of it as the Oscars of advertising.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The <\/span><span style=\"color: #222222; font-weight: bold;\">Grand Prix<\/span><span style=\"color: #222222;\"> is the ultimate prize \u2013 there&#8217;s only one per category, and winning one can transform an agency overnight. It&#8217;s not just a trophy; it&#8217;s a business-generating machine.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">This year&#8217;s festival was supposed to celebrate creativity in the age of AI. Instead, it became the epicentre of the industry&#8217;s biggest authenticity crisis in decades.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The nuclear story was that of Brazilian agency DM9&#8217;s Creative Data Grand Prix being stripped after they used AI to fabricate<\/span><span style=\"color: #222222;\"><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/www.cnnbrasil.com.br\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"> CNN Brasil<\/a><\/span><span style=\"color: #222222;\"> news coverage, triggering resignations and forcing Cannes to completely overhaul its AI rules.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>The AI manipulation that shocked Cannes<\/b><\/span><\/h4>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Cannes Lions confirmed that DM9&#8217;s Creative Data Grand Prix winner, &#8216;Efficient Way to Pay&#8217; for Consul, was withdrawn after discovering that AI-generated and manipulated content was used within the case film to simulate real-world events and campaign outcomes. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Specifically, it faked footage from a CNN Brasil broadcast. <\/span><\/p>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\"><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2025-07-08_124803.png\" alt=\"\" \/><\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222; font-weight: bold;\"><b>Here\u2019s what happened:<\/b><\/span><\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">DM9 used AI to create fake CNN Brasil news footage<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">Made it look like their campaign got major<\/span><span style=\"color: #222222;\"><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/www.cnnbrasil.com.br\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"> media coverage<\/a><\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">CNN Brasil issued a formal complaint against the agency<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">The jury was completely fooled during judging<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">12 total awards were withdrawn across three DM9 campaigns<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">The Co-president and chief creative officer, \u00cdcaro Doria, stepped down, taking &#8220;full responsibility for the incident.<\/span><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">You can view the excerpts below, which were added to a 2018 TED Talk by United States Senator Deandrea Salvador. It also features a modified headline from CNN Brasil, with changes to the presentation of then-anchor Gloria Vanique.<\/span><\/p>\n<\/div>\n<div class=\"p-4\">\n<div id=\"c5b63245-8dd7-42d2-b2af-af9552cf29ea\" class=\"mx-auto\" style=\"max-width: 520px;\">\n<div class=\"relative\" style=\"width: 100%; height: 0; padding-bottom: 56.25%;\"><iframe loading=\"lazy\" class=\"absolute\" style=\"top: 0; left: 0;\" src=\"https:\/\/youtube.com\/embed\/3bydn_jeefA\" width=\"100%\" height=\"100%\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The judging process was supposed to be rigorous \u2013 400 initial entries whittled down to 80 shortlisted submissions over &#8220;60 hours of deep, focused work over weekends.&#8221; <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">However, it fooled everyone. Jury member Ndeye Diagne said, \u201cIt was a unanimous vote for DM9&#8230; everyone thought the idea behind &#8216;Efficient Way to Pay&#8217; was so amazing and beautiful. It was a Grand Prix for us in terms of the idea\u201d\u2026\u201dit was &#8220;impossible to see, you couldn&#8217;t imagine that people would do something like that.&#8221;<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">In the fallout, Cannes completely rewrote the playbook with enhanced measures, including:<\/span><\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Enhanced Code of Conduct<\/b><\/span><span style=\"color: #222222;\"> that must be signed by all participating organizations<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Mandatory AI disclosure<\/b><\/span><span style=\"color: #222222;\"> as part of the entry process, with non-disclosure constituting grounds for disqualification<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Content detection tools<\/b><\/span><span style=\"color: #222222;\"> to help identify manipulated case films and materials<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Dedicated review committee<\/b><\/span><span style=\"color: #222222;\"> comprised of experts in AI, ethics, and content integrity<\/span><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Rather than the use of AI itself, the use of AI to deceive was the problem here. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Is the outrage justified? Probably. Imagine normalizing advertising that outright lies to its viewers using fake news coverage\u2026you can\u2019t go there, not ethically or legally. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Cannes has had many controversies over the years, so you\u2019d be forgiven that the whole thing is a bit of a pretentious joke at this stage. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">However, there are some important insights we can garner from the whole thing:<\/span><\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>1. AI vs humanity: A central tension<\/b><\/span><\/h4>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">From the festival&#8217;s key sessions, one theme dominated: &#8220;AI needs humans,&#8221; but nobody could specify what that actually meant.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">As Nick Law from Accenture Song <\/span><span style=\"color: #222222;\"><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/www.forbes.com\/sites\/daviddoty\/2025\/06\/30\/cannes-2025-thats-a-wrap-9-top-industry-voices-report\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">observed<\/a><\/span><span style=\"color: #222222;\">: &#8220;A handwavy statement that is true, but achingly unspecific. The details of what we make, who makes it and how we make it, are still fuzzy.&#8221;<\/span><\/p>\n<\/div>\n<div>\n<h3 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>2. The three worlds problems<\/b><\/span><\/h3>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Law identified a concerning split: &#8220;I can&#8217;t remember a Cannes being so divided into three worlds &#8211; the tech platforms, the agencies and the brands. The platforms were bubbling with optimism as they demonstrated more concrete creative applications of genAI.\u201d<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">\u201cThe agencies felt lost, unable to articulate a coherent model for a future that is arriving too fast. And the brands seemed to be watching and waiting with a detached curiosity.&#8221;<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Makes sense. Platforms (e.g. the gen AI vendors) are fervently pushing their technologies. In many senses, their business models benefit from the demise of agencies, who find themselves in a precarious position. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Brands may struggle to leverage the best of gen AI though \u2014 agencies need to show them the way. That is one way they can definitely survive. <\/span><\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>3. AI video generation breakthrough<\/b><\/span><\/h4>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">YouTube CEO Neal Mohan made the biggest AI announcement of the festival:<\/span><span style=\"color: #222222;\"><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/blog.youtube\/news-and-events\/neal-mohan-cannes-2025\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"> Veo 3<\/a><\/span><span style=\"color: #222222;\"> will be coming to YouTube Shorts this summer. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The Google DeepMind video generation model &#8220;vastly improves video quality and incorporates audio&#8221; &#8211; representing a massive leap in AI video creation.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Many left knowing that soon, videos will be created without even needing a camera.\u00a0<\/span><\/p>\n<\/div>\n<div class=\"p-4\">\n<div id=\"cb1e354a-bbc3-41fe-a2aa-492b240a8585\" class=\"mx-auto\" style=\"max-width: 520px;\">\n<div class=\"relative\" style=\"width: 100%; height: 0; padding-bottom: 56.25%;\"><iframe loading=\"lazy\" class=\"absolute\" style=\"top: 0; left: 0;\" src=\"https:\/\/youtube.com\/embed\/QYnJ3qJ5qJQ\" width=\"100%\" height=\"100%\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>4. Meta&#8217;s 11 new AI ad tools<\/b><\/span><\/h4>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Meta unveiled its most comprehensive AI advertising suite yet, including:<\/span><\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Brand-consistent automation<\/b><\/span><span style=\"color: #222222;\"> with logos, fonts, and color palettes<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Image-to-video generation<\/b><\/span><span style=\"color: #222222;\"> that stitches up to 20 product photos into polished multi-scene clips<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Business AI chatbots<\/b><\/span><span style=\"color: #222222;\"> for Instagram Stories and Facebook Reels with voice interaction<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Creative Sticker CTAs<\/b><\/span><span style=\"color: #222222;\"> and AI-powered Virtual Try-On features<\/span><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Advantage+ sales campaigns already boost return on ad spend by an average of 22%, while backend AI innovations improve ad conversions by up to 5%.<\/span><\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>5. Adobe&#8217;s customer experience\u00a0<\/b><\/span><\/h4>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Adobe launched Customer Experience Orchestration (CXO), fusing creativity, marketing and AI to deliver intelligent, scalable customer experiences. Key innovations include:<\/span><\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>GenStudio for Performance Marketing<\/b><\/span><span style=\"color: #222222;\">: AI-first application for creating on-brand campaign content<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Firefly Video Model<\/b><\/span><span style=\"color: #222222;\">: Commercially safe short-form video creation<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Firefly Services APIs<\/b><\/span><span style=\"color: #222222;\">: Streamlining color grading and resizing workflows<\/span><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Firefly marketing itself as the commercially safe video tool is a key announcement.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">When video generation tools go mainstream, it will be interesting to see if and how tech companies avoid copyright issues.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Creators could absorb some of the legal liabilities if people naively or accidentally use AI-generated copyrighted footage (e.g., a clip featuring Marvel characters or Mickey Mouse) to promote their brand. \u201cI generated it with AI!\u201d will not always be a suitable legal defence. <\/span><\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>6. Microsoft&#8217;s Brand Agents<\/b><\/span><\/h4>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Microsoft introduced<\/span><span style=\"color: #222222;\"><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/about.ads.microsoft.com\/en\/blog\/post\/june-2025\/cannes-lions-2025-brand-agents-and-showroom-ads-with-brava-fabrics-and-mercedes-benz-usa?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"> Brand Agents<\/a><\/span><span style=\"color: #222222;\"> \u2013 AI-powered digital assistants that act as personalized extensions of brand voice.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The first live implementation was for a company called Brava Fabrics, where MS trained them on their product catalogue, brand guidelines, and tone of voice.<\/span><\/p>\n<\/div>\n<div>\n<h3 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>Overall \u2014 Marketing is at an inflection point, video is the headline act<\/b><\/span><\/h3>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The DM9 scandal is not just about bad judgment \u2013 it exposed the industry&#8217;s fundamental unpreparedness. It asked questions about deepfake deception and where the line is drawn when video can conjure anything up with AI.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Yes, video has been capable of lying for decades. But building a fake CNN news report with AI is far easier and more detached than filming it.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Moreover, it highlights how companies might be shot down for \u2018faking\u2019 AI competence or missing the point. Authentic AI-enhanced marketing beats cheating. <\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"wp-block-group\">\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222;\">THE STACK<\/span><\/h4>\n<\/div>\n<div>\n<h3 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>Deep market research<\/b><\/span><\/h3>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\"><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/ChatGPT_Image_Jul_8__2025__01_22_17_PM.png\" alt=\"\" \/><\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">AI deep research tools are seriously underrated for marketing and business use. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Market research, particularly, is time-consuming and can cost you tens of thousands of dollars if you hire agencies to do it for you.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">I used Claude to research the bubble tea market, and the results were extremely impressive, with 707 sources combed through in just 8 minutes, providing me with a wealth of amazing data and insights. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">I have no business interest in bubble tea, but I know it\u2019s an exciting, fast-developing industry.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The brief was simple: \u201c<\/span><span style=\"color: #222222;\"><i>I want to research the bubble tea market. We need to gauge the main market players and their market share and evaluate core players versus niche players. We will then identify gaps in the market based on our findings, taking into account both general market trends in general and customer needs. We will focus on the US<\/i><\/span><span style=\"color: #222222;\">.\u201d<\/span><\/p>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\">\n<p><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2025-07-07_183701.png\" alt=\"\" \/><\/p>\n<div style=\"margin: 0 auto 0 auto; padding-left: 0px; padding-right: 0px; padding-top: 4px; text-align: center; width: 100%;\">\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\">The initial industry search<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Pretty standard market research request. The kind that usually takes agencies weeks and costs thousands for a PowerPoint deck with insights everyone else already has.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<h2 style=\"color: var(--wt-text-on-background-color) !important; font-family: 'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif; font-size: 24px; font-weight: Bold; line-height: 36px; margin: 0; text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>What went down<\/b><\/span><\/h2>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The initial research assessed over 300 sources in a few minutes, uncovering market data, the main players, and other macro-level information. What\u2019s interesting here is the synthesis. The AI is connecting dots across different domains.<\/span><\/p>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\">\n<p><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2025-07-07_192609.png\" alt=\"\" \/><\/p>\n<div style=\"margin: 0 auto 0 auto; padding-left: 0px; padding-right: 0px; padding-top: 4px; text-align: center; width: 100%;\">\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\">Market analysis of key players<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">The next research I conducted focused on marketing, examining over 700 sources.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Claude linked gaming collaborations to cultural frameworks. It connected micro-influencer economics to social media strategy. It found platform performance data that helped explain regional marketing differences.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Some successful viral campaigns came from gaming collaborations. CoCo Fresh Tea&#8217;s partnership with Diablo IV launched themed beverages like &#8220;Frozen Orb&#8221; and &#8220;Lilith&#8217;s Advocate&#8221; across 12 countries, complete with exclusive merchandise and in-game rewards.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Kung Fu Tea did something similar with Nintendo, creating limited-time tropical punch flavors for Pikmin 4 along with themed cups and exclusive straw caps.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>A welcome warning for bubble tea businesses<\/b><\/span><\/h4>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Here\u2019s an interesting tidbit Claude surfaced \u2013 the October 2024 Dragons&#8217; Den &#8220;Bobba&#8221; controversy. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">A Quebec company described traditional bubble tea as something consumers are &#8220;never quite sure about&#8221; that they were &#8220;making better.&#8221; <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">When actor Simu Liu called out the problematic nature of &#8220;taking something distinctly Asian and making it better,&#8221; the backlash was immediate and devastating.<\/span><\/p>\n<\/div>\n<div class=\"p-4\">\n<div id=\"18de5855-d035-40c0-b330-e27f8f2f494a\" class=\"mx-auto\" style=\"max-width: 520px;\">\n<div class=\"relative\" style=\"width: 100%; height: 0; padding-bottom: 56.25%;\"><iframe loading=\"lazy\" class=\"absolute\" style=\"top: 0; left: 0;\" src=\"https:\/\/youtube.com\/embed\/NX3PvYuaM3E\" width=\"100%\" height=\"100%\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Within six days, the investor withdrew support, and the company issued a formal apology.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Based on this, Claude recommended that bubble tea businesses be cautious with authenticity when marketing their products \u2013 not bad advice at all.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">On the marketing front, the research recommended ASMR videos, behind-the-scenes content, and hyperlocal marketing. It recommended untapped markets, with secondary cities (100K-500K population) lacking adequate bubble tea options.<\/span><\/p>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\">\n<p><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2025-07-07_192821.png\" alt=\"\" \/><\/p>\n<div style=\"margin: 0 auto 0 auto; padding-left: 0px; padding-right: 0px; padding-top: 4px; text-align: center; width: 100%;\">\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\">Based on one study; still an interesting data point regarding secondary cities<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Claude also produce a few interesting case studies, such as:<\/span><\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Tiger Sugar&#8217;s ROI<\/b><\/span><span style=\"color: #222222;\">: Secured 1,873% return on ad spend (15.7x better than social benchmarks)<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>Kung Fu Tea&#8217;s digital ecosystem<\/b><\/span><span style=\"color: #222222;\">: 74% higher average orders per location<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222; font-weight: bold;\"><b>OMOMO&#8217;s strategy<\/b><\/span><span style=\"color: #222222;\">: Became an &#8220;influencer tea brand&#8221; with just 3 California locations<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\"><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/www.neuroscienceof.com\/branding-blog\/boba-tea-psychology-brand-strategy-consumer-need?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">CIA Bootleg Manila<\/a><\/span><span style=\"color: #222222;\">: \u201cPsychological\u201d research into Serinitea, discovering three brand pillars they used to drive sales across 60 stores.\u00a0<\/span><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\">\n<p><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2025-07-07_200158.png\" alt=\"\" \/><\/p>\n<div style=\"margin: 0 auto 0 auto; padding-left: 0px; padding-right: 0px; padding-top: 4px; text-align: center; width: 100%;\">\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\">Some interesting case studies<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">And here\u2019s a nice insight about using micro-influencers, accompanied by some data and platform synthesis, again showcasing this method\u2019s unique ability to tie together seemingly disparate sources. <\/span><\/p>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\"><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2025-07-08_130049.png\" alt=\"\" \/><\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Another interesting insight that surfaced was the demand for healthier bubble tea choices, which use stevia and agave to lower the sugar content.\u00a0<\/span><\/p>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\">\n<p><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2025-07-07_192953.png\" alt=\"\" \/><\/p>\n<div style=\"margin: 0 auto 0 auto; padding-left: 0px; padding-right: 0px; padding-top: 4px; text-align: center; width: 100%;\">\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\">A very salient point<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">You get the idea! <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">I learned more about this market in 30 minutes than I could have ever without AI, including some quite niche factoids I might have never come across otherwise. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">If anyone would like to view the full research, I\u2019ve <\/span><span style=\"color: #222222;\"><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/docs.google.com\/document\/d\/e\/2PACX-1vQwnSxvXu_3GOBI0cBT6Uf2IQVRPfKK_-WBTLBKIiVjb9G2nrCxd1Mw-QLAZbIVUBZSE1LxucJyIlCx\/pub?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">published it here<\/a><\/span><span style=\"color: #222222;\">. Note that I am not affiliated with Anthropic. ChatGPT does the job, but Claude 4 Opus is ridiculously good at this.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<h3 style=\"margin: 0;\"><span style=\"color: #222222; font-weight: bold;\"><b>The caveats<\/b><\/span><\/h3>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">While synthesising results from hundreds of sources in minutes is incredibly powerful, there are some caveats. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">First, you\u2019ll need to be judicious about checking individual pieces of data.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Second, it can be a bit too deterministic. For example, the research states that because TikTok&#8217;s behind-the-scenes content generates 75% of impressions from the &#8220;For You&#8221; page for smaller accounts, that strategy <\/span><span style=\"color: #222222;\"><i>must <\/i><\/span><span style=\"color: #222222;\">work for bubble tea. It\u2019s a fair inference, but ultimately unproven.<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Another example is the cultural appropriation point \u2013 that was just one incident, so while demonstrative of a potential risk, you\u2019ve got to take it with a pinch of salt.\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Third, deep research consumes a lot of your context window, so you can\u2019t keep working in that chat for too long before you need to start a new one. However, you can import your reports into a new project (just copy and paste). However, that does mean you lose the links unless you copy them out as well. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">Overall, with some structuring, you could build all sorts of research-driven strategies using deep research. <\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\">This example barely scratches the surface. A few other uses I\u2019ve personally experimented with include:<\/span><\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">Locating content ideas based on news reports\/trending items, and stories in a given topic or domain<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">Competitor analysis; looking at competitor content, blogs, social media strategy (slightly limited there as it\u2019ll only find third-party data, but still decent)<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">Mapping YouTube channels, their follower count, potential earnings, content types, etc<\/span><\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"color: #222222;\">Locating product trends and gaps in the market. As shown by the bubble tea research, consumers have concerns about the sugar content of drinks \u2013 it\u2019s insights like that that drive new product lines<\/span><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<p><span style=\"color: #222222;\"><b>The takeaway<\/b><\/span><span style=\"color: #222222;\">: For any marketers who crave data and information, and want to be maximally informed, get stuck in with some deep research. <\/span><\/p>\n<\/div>\n<\/div>\n<div style=\"background-color: transparent; margin: 0.0px 0.0px 0.0px 0.0px; padding: 0.0px 0.0px 0.0px 0.0px;\">\n<div>\n<h4 style=\"margin: 0;\">AI MARKETING EVENTS<\/h4>\n<\/div>\n<div style=\"padding-left: 15px; padding-right: 15px;\">\n<div style=\"padding: 20px 0px 20px 0px;\"><img decoding=\"async\" style=\"margin: 0 auto 0 auto; width: 100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/DALL_E_2025-03-22_15.48.20_-_A_black_high-tech_digital_background_featuring_futuristic_circuit_lines__glowing_elements__and_a_sleek__minimal_design._The_scene_is_in_landscape_orie.jpg\" alt=\"\" \/><\/div>\n<\/div>\n<div>\n<h3 style=\"margin: 0;\">\ud83d\uddd3\ufe0f <span style=\"font-weight: bold;\">Recommended AI marketing events<\/span><\/h3>\n<\/div>\n<div>\n<p>Whether you\u2019re building with AI, leading a marketing team, or just trying to stay sharp in a fast-moving space, events are still one of the best ways to plug in.<\/p>\n<\/div>\n<div>\n<p>Great events do more than just deliver content \u2014 they give you context. You get to see what other teams are testing, what\u2019s actually working, and where the market is headed.<\/p>\n<\/div>\n<div>\n<p>They\u2019re also one of the few places where you can meet like-minded people, talk shop with folks solving the same problems, and build a network that isn\u2019t purely algorithmic!<\/p>\n<\/div>\n<div>\n<p>Some top events to check out:<\/p>\n<\/div>\n<div>\n<ul>\n<li>\n<p style=\"text-align: left;\"><b>\u00a0<\/b><span style=\"font-weight: bold;\"><b><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/aiasummit.ai\/?utm_source=ai-marketing-school&amp;utm_medium=s182-event-listing&amp;utm_campaign=ai-partners\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">AI Agents Summit<\/a><\/b><\/span><b> (Virtual) \u2014 September 18\u201319, 2025<\/b>: Laser-focused on AI agents, copilots, and autonomous systems. If you&#8217;re experimenting with automating parts of your marketing workflow or interested in agent-based design, this one\u2019s worth attending.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"font-weight: bold;\"><b><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/artificialintelligencesummit.com\/?utm_source=ai-marketing-school&amp;utm_medium=s183-event-listing&amp;utm_campaign=ai-partners\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">AI for Marketers Summit<\/a><\/b><\/span><b> (Virtual) \u2014 November 13\u201314, 2025<\/b>: Created specifically for marketing professionals. From prompt engineering to campaign automation, it\u2019s a practical look at how AI is being used right now in real teams.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"font-weight: bold;\"><b><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/www.databricks.com\/dataaisummit?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Data + AI Summit<\/a><\/b><\/span><b> (San Francisco) \u2014 June 9\u201312, 2025<\/b>: Hosted by Databricks, there\u2019s plenty of marketing relevance here \u2014 especially around LLM workflows, AI tooling, and future-proofing your stack.<\/p>\n<\/li>\n<li>\n<p style=\"text-align: left;\"><span style=\"font-weight: bold;\"><b><a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/ai4.io\/vegas\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=speed-kills-the-competition\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Ai4 2025<\/a><\/b><\/span><b> (Las Vegas) \u2014 August 11\u201313, 2025<\/b>: A big-picture AI conference covering finance, healthcare, retail, marketing, and more.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"wp-block-group\">\n<div>\n<p>Hope you enjoyed this week\u2019s issue. <a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/s0tq60ke.modx.dev\/p\/ai-marketing-from-all-angles\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">If you missed the last newsletter, you can read it here.<\/a><\/p>\n<\/div>\n<div>\n<p>If you found it useful, <a class=\"link\" style=\"-webkit-text-decoration: underline #2C81E5; color: #2c81e5; text-decoration: underline #2C81E5; word-break: break-word;\" href=\"https:\/\/s0tq60ke.modx.dev\/subscribe\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">please recommend it<\/a> to a friend or colleague.<\/p>\n<\/div>\n<div>\n<p>Until next time. Happy marketing.<\/p>\n<\/div>\n<div>\n<p>\u2014The AI Marketer<\/p>\n<\/div>\n<\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Hello marketers. Welcome to AI Marketing School, where we dish out the latest and greatest in AI-powered marketing. In this week\u2019s issue: AI Marketing Update: Cannes Lions thrusts AI into the spotlight The Stack: Get lost in deep research AI Events: Our recommended AI marketing events for networking and connections Onwards! AI MARKETING UPDATE Controversy [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":699,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[27],"tags":[],"ppma_author":[26],"class_list":["post-242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-newsletter-archive","author-samjeans"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cannes, Deepfakes, and Deep Research: Navigating AI\u2019s Creative Power Without Losing Trust | AI for Marketers Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/artificialintelligencesummit.com\/blog\/p\/speed-kills-the-competition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cannes, Deepfakes, and Deep Research: Navigating AI\u2019s Creative Power Without Losing Trust | AI for Marketers Blog\" \/>\n<meta property=\"og:description\" content=\"Hello marketers. 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