In my latest Digital Digest from March 31st, I talk about ChatGPT’s promising new image tool for creatives. Other topics: The benefits of zero-click content and a new analysis of how brands can keep their customers.
Happy reading
Yours, Verena
📸 ChatGPT: The new image tool for advertising creatives
With "4o Image Generation", OpenAI has integrated a new image tool into ChatGPT that can create realistic and precise images for professional use such as diagrams, logos or infographics. It is no longer connected to DALL-E and offers advertising creatives quick access to visual ideas. Experts praise its efficiency, but warn against dependence on a single tool. >>> Adweek
😬 Fear of Musk: X’s advertising business grows for the first time since 2021
After the takeover by Elon Musk, the advertising revenue of X (formerly Twitter) halved. Musk has been suing renegade advertisers since mid-2024. According to Emarketer, X’s advertising business will now grow again in 2025 for the first time since 2021 – by an expected 16.5 percent to USD 2.26 billion. Analyst Jasmine Enberg attributes this partly to "fear", as companies want to avoid legal consequences. >>> Reuters
🩺 Project Mulberry: Apple wants to become a doctor
With "Project Mulberry", Apple is planning a comprehensive health app with an AI-supported "Health Coach" that will act almost like a real doctor. This agent analyses health data (especially from the Apple Watch) and provides personalised recommendations. Apple plans to engage doctors for videos explaining health trends. One focus is on nutrition tracking and analysing workouts using the iPhone camera. The launch is planned for iOS 19.4 in spring/summer 2026 – if Apple sticks to its plans this time. >>> 9to5Mac
🔎 Amazon makes user photos shoppable
Amazon Photos offers a new feature that makes photos usable for product searches on Amazon. With the help of AI and image recognition, users can identify products in their photos and buy them directly. The tool scans photos, recognises objects and suggests similar items. This is intended to strengthen Amazon’s strategy of seamlessly integrating shopping into everyday life. >>> Nairametrics
🦄 Pressure from Trump: WPP also cancels diversity
Since Donald Trump’s election victory, over 200 US companies have now scaled back their DEI policies (Diversity, Equity and Inclusion). Now British advertising group WPP (Ogilvy, Grey, J. Walter Thompson) is following this backward-looking trend. In its latest annual report, all 20 mentions of DEI have been cancelled. Instead, CEO Mark Read speaks of a "more complex world" and the challenge of operating "in a more contentious public arena". >>> The Guardian
🫙 Search strategy: the benefits of zero-click content
Zero-click content means that content is displayed directly in search results without users having to click on a website. For content marketers, this initially seems disadvantageous as website traffic decreases. However, the development also offers new opportunities. This is because the algorithms separate high-quality content from low-quality content – those who deliver convincing content will also be successful in the era of zero-click searches. The DMEXCO blog has a detailed guide on this topic. >>> DMEXCO
🏪 Why Aldi is closing its online shop
Aldi Nord and Aldi Süd are closing their joint non-food online shop on 30 September after just four years of operation. The discounter justifies this step with the future focussing on its core business in the stationary food trade. According to "Lebensmittelzeitung", the online business was not profitable and would have required high investments in the face of strong international competition. Aldi thus follows Penny, while Lidl and Netto continue to focus on online shops. >>> Wirtschaftswoche
👠 Cash and the City: Zalando combines classic advertising with retail media
Zalando combines classic advertising with retail media in its spring/summer 2025 campaign. Celebrities such as Sarah Jessica Parker and Italian singer Mahmood take centre stage to position the brand as a source of inspiration for fashion. At the same time, Zalando is integrating retail partnerships, such as with Diane von Furstenberg and Vans, through co-branded storytelling. Partner products are directly integrated into the campaign, combining branding and sales promotion. >>> Retail News
🧑💻 Corporate software: AI tools down, reputation management up
According to Capterra, the German market for enterprise software will see a cooling of the AI hype in 2025 (minus 43 percent) – not least because AI functions will be integrated into established solutions such as HR, CRM and document management. Reputation management software is experiencing the strongest growth, followed by graphic design and whiteboard tools. 63 percent of decision-makers regret buying software due to a lack of user-friendliness and missing functions. >>> Capterra
🛒 SAP Emarsys: How brands can retain their customers
57 percent of Germans are not brand loyal when it comes to consumer goods, which can be attributed to rising prices and market saturation. Nevertheless, many brands remain relevant due to emotional loyalty: 66 percent regularly buy their favourite brand and 47 percent recommend it to others. SAP Emarsys emphasises that personalised experiences and an AI-supported omnichannel strategy are key to retaining customers in the long term. >>> Horizont (€)
