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Aligning CIOs and CMOs for Success in the AI Era

PLUS: Drinks on us at The Lead Summit

Author

Zihan Lyu
May 24, 2025

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Hi there!

Highlights from today's newsletter:
🔍 4 new ways Google AI powers creativity
📱 SMBs rely heavily on social media for marketing and growth
🤖 AI noise in digital marketing

EDITOR’S PICK

#BRAND CASE STUDY

ThirdLove’s growth story is built on data, fit, and fan loyalty—not mall stores or markdowns.

With 78 bra sizes, a 60% repeat customer rate, and a $69M revenue milestone in 2024, ThirdLove has redefined what a direct-to-consumer brand can achieve in a crowded intimates market. Led by ex-Google and Sequoia talent, the brand’s focus on personalized tools like Fit Finder and a rewards program that drives real engagement has created standout loyalty—and serious retention.

Now, with pressure rising from rivals like Savage X and CUUP, ThirdLove’s next move is clear: bring that same data-driven precision to the full marketing funnel. Growth will depend not just on what converts—but on knowing exactly what drives it.

#RETAIL MEDIA

Retail media is evolving into a strategy that begins with audience insight, not ad placement. At POSSIBLE 2025, Target, Unilever, and Lego shared how they're restructuring teams, rethinking formats, and building campaigns that reflect real shopper behavior.

Lego’s decision to move its botanicals line from the toy aisle to a seasonal front-of-store feature led to a spike in engagement. Target’s “Scary Sundae” activation with Ben & Jerry’s was built to be recreated, watched, and shared.

Retail media now influences planning from the start. Teams are working from shared data, designing for real-time feedback, and measuring not just reach but resonance.

#DRINKS ON US AT THE LEAD SUMMIT

ClickZ is hosting an exclusive drinks gathering on Day 2 (final day) of The Lead Summit—and we’d love to see you there.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 FiDi, NYC (exact location shared after RSVP)
🍸 Drinks on us. You in?

If you're serious about what’s coming next in commerce, this is where you’ll want to be.

Spots are limited—grab yours below.

WHAT WE ARE READING

AI-driven digital transformation demands that CIOs and CMOs move beyond siloed functions to collaborate on shared priorities such as customer experience, operational efficiency, and revenue growth.

Data from over 1,000 senior leaders shows organizations that foster this partnership—and invest early in AI and data integration—are substantially more likely to outpace competitors. Delayed transformation directly correlates with slower revenue growth.

Small- and medium-sized businesses depend on social media platforms for growth, but over half struggle to maintain fresh content and adapt to rapidly evolving trends. 

AI adoption is rising: 71% of SMBs report current or intended use for marketing, content creation, and data management processes. This persistent reliance on digital channels highlights ongoing regulatory and operational challenges in securing consumer data, ensuring compliance, and sustaining effective engagement strategies.

Google’s latest AI tools directly streamline content creation for merchants, including automated image-to-video transformation, AI outpainting, proactive campaign concept suggestions, and enhanced brand management in Merchant Center.

These AI-driven updates centralize visual content workflows and improve campaign targeting.

TOP VOICE

💭Insights from João Afonso Parra

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

💭Insights from Amy Watts

B2B content I wish I’d come up with myself 👀 | Amy Watts

1️⃣ 𝗔 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝘁𝘄𝗶𝘀𝘁 𝗼𝗻 𝘃𝗶𝗱𝗲𝗼
This recent video from Contentoo deserved a lot more love IMO, so I’m sharing it here.
A dating show where marketers look for their perfect freelancer? Such a great concept, and so well executed.
For me, this hit the trifecta of 1) scroll-stopping hook 2) genuinely entertaining and relatable content 3) subtle product pitch that makes sense and lands well.

2️⃣ 𝗧𝗮𝗽𝗽𝗶𝗻𝗴 𝗶𝗻𝘁𝗼 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮

Nostalgic marketing is having a big moment, and I really liked this take on it by fatjoe.
MySpace? Floppy disks?? Ask Jeeves??? This unlocked memories I forgot I even had (never forget 5-hour building sessions on The Sims though ✌️)
It goes to show how well they know and understand their audience, and how that can inform such creative ways to connect with and relate to them.

3️⃣ 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘂𝘀𝗲𝗳𝘂𝗹 𝗔𝗜 𝗰𝗼𝗻𝘁𝗲𝗻𝘁
Semrush are well known and praised for their meme mastery. But, for me, it’s their educational content that really sets them apart from everyone else.
In a feed full of “AI just killed X”, “don’t fall behind” and “your job is next” 🫠 their level-headed content full of actual, data-led insights is like a breath of fresh air.
More of this please, I beg 😭

4️⃣ 𝗘𝗚𝗖 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗮𝗿𝗰𝗵𝗶𝘃𝗲𝘀
I love it when marketers take TikTok trends and apply them successfully to LinkedIn, and this is a great example from Gorgias.
It’s a creative way to showcase the people behind the product, tap into online conversations and trends, and just have some fun with their community.

5️⃣ ”𝗜𝘀 𝘁𝗵𝗶𝘀 𝗔𝗜?”
It’s a question you see in nearly every comment section these days, and Synthesia have managed to turn it into in interactive (and admittedly quite difficult) challenge.
A very clever way to showcase just how impressive their AI avatars are 𝘢𝘯𝘥 engage their community, whilst still feeling authentic to their brand.

WHAT WE ARE LISTENING TO

🎙 THE COLLECTIVE

AI-generated content in digital marketing is increasingly contributing to industry “noise,” complicating regulatory compliance and heightening challenges in distinguishing authentic brand messaging from automated output. 

Marketers must scrutinize AI tools to ensure transparency and mitigate risks around misleading claims or data inaccuracies. Staying informed on evolving policies remains essential for maintaining effective and compliant digital campaigns.

🎟️ Last Call to Join The Lead Summit 2025 — On Us

The Lead Summit is where iconic brands, high-growth disruptors, and cutting-edge tech come together to shape the future of commerce, marketing, and innovation.

As an official partner, ClickZ is excited to extend a special offer to our readers 🎉

✅ Work at a brand or retailer? You can attend for FREE.
Just add our name “ClickZ” in the “how did you hear about us?” field when registering.
🔗 Register Here — Complimentary Brand/Retail Pass

💼 Not a brand or retailer? We’ve got you covered too.
🔗 Use this link to get 25% off your ticket

📍 Want to share your journey — or just chat about what’s next in retail?

See you in NY!

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