Every choice has a price and the bill always comes due. Marketers are only just starting to work out what theirs actually costs for AI.

Laura Higgins had been at Dollar Shave Club for two months when she started paying attention to her AI bill. During her first month as the company’s new chief brand and innovation officer, she ran everything, from concepting ad campaigns to the routine back-and-forth of everyday questions, through the tools available to her — Claude, ChatGPT, Higgsfield and Gemini — without much thought for what it was costing.

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OTHER THINGS TO KNOW

• Hear from execs at Reuters Digital, Axios, The New York Times, The Wall Street Journal and more at the Digiday Publishing Summit, Sept. 14–16 in Miami. From preparing for a world with fewer clicks to building new revenue streams and strengthening audience relationships, speakers will share how their organizations are adapting their business strategies to keep subscription, advertising and licensing revenue flowing. Register by Aug. 3 to save.  
• Register for this live session on Aug. 5 at 10 a.m. ET for insights into how fast-moving, highly regulated industries — Crypto.com and OG — pulled off campaigns at speed, from brand launch to major sporting moments. Partner insights from Celtra.
• The most valuable influencer in a given category probably has no followers, no media kit and no idea they’re influencing anyone. They’re the leader of a friend group. When they pay, their friends do too. Partner insights from PayPal Ads.

PARTNER INSIGHTS FROM TALON.ONE

PARTNER INSIGHTS FROM CONTENTFUL