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MAY 11, 2026 |
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In this edition: |
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TOP STORY |
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Retail strategy is getting more complex, but the customer journey isn’t necessarily getting better. As brands invest in new channels, emerging tech, and reimagined experiences, many are still falling short on the fundamentals that actually drive discovery, conversion, and loyalty. |
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From overengineered loyalty programs to overreliance on owned channels, the gap between what brands prioritize and what consumers value continues to widen. At the same time, newer opportunities like social commerce to AI-driven discovery are proving more impactful than many expected. |
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IN THE NEWS |
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Rising costs hit low-income shoppers hardest, threatening value-focused brands. McDonald’s CEO Christopher Kempczinski echoed noted that low-income spending continues to fall as elevated gas prices disproportionately affect those consumers. |
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Airbnb, Marriott bet on late World Cup surge, despite weaker preliminary demand. Major hospitality companies are upbeat about the World Cup, with several brushing off concerns about weaker airline and hotel demand in US host cities. |
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How a fast-growing coffee chain brews buzz through community, CPG, and loyalty. Dutch Bros’ unaided brand awareness has more than doubled over the past 18 months, CEO Christine Barone said on the company’s recent earnings call. |
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EMARKETER SUMMIT |
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Commerce media with Newell Brands, Horizon Commerce, Chobani, and PayPal Ads. Spring advertising forecasts from Sarah Marzano. Converged TV after the Upfronts with Hershey, Haleon, M+C Saatchi Performance, and Philo. AI sessions with Bayer, Mondelez, Seer Interactive, and Gist. Fireside chats with NBCUniversal and Digitas. |
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Thursday at City Winery NYC. One room. Every conversation moving 2026 ad dollars. Qualified brands attend free. Agencies discounted. Register now. |
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ANALYSIS |
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As organizations scale their AI capabilities, young marketing leaders aren’t just accepting AI, they’re demanding better tools to use it. |
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Gen Z leads among adult generations in business and personal AI use. Some 41% of Gen Zers, and 39% of millennials, use AI tools both at work and for personal use, according to a May 2025 National Cybersecurity Alliance and CybSafe survey.
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Only 11% of Gen Zers don't use any AI tools, compared with 21% of millennials.
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Gen X (25%) and baby boomers (6%) use AI tools for both work and personal use at much lower rates. |
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QUIZ |
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Which US retailer claimed the highest share of citations in AI-generated answers, according to 5W Research? |
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A) Walmart B) Trader Joe’s C) Whole Foods D) Costco |
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