AI Investment Among CMOs, X’s Data Policy Change and YouTube’s New Ad Option
Welcome to Prosek’s Digital Download: where industry-leading insights in professional services and digital marketing collide.
School may be out for summer, but the world of digital marketing is always in session.
Gen AI unsurprisingly continues to dominate the news cycle as C-level executives and their marketing and communications teams identify fresh AI use cases and troubleshoot challenges. We also see social platforms evolving in ways that support or may inhibit marketers. YouTube develops a new ad format, increasing the ways to reach target audiences, whereas X puts forth a policy that may limit future data collection among marketers. There’s never a dull moment!
Let’s get into it.
3 Can’t-Miss Digital Updates
Social Media and Advertising
What’s happening: Boston Consulting Group recently released proprietary data among 200 global CMOs on their perceptions and behaviors regarding AI. The research found that optimism in AI technology is on the rise, and that 71% of marketers plan to invest at least $10 million in generative AI over the next three years, up from 57% the year prior. Additionally, reported feelings of anxiety and worry regarding generative AI have dropped significantly (46% in 2023 to 23% in 2025). The use of AI for CMOs has also expanded beyond image generation to video creation and enhancement.
Why it matters: This bullish outlook on generative AI indicates that AI is cementing its place in the world of marketing. More and more marketing leaders are exploring how to leverage the technology in their day-to-day roles to a point where, if you’re not using generative AI professionally, you’re falling behind. However, as AI capabilities expand, it’s critical that marketers remain thoughtful regarding use cases. Rather than introducing higher volumes of content, it’s important to consider how AI can increase personalization of the customer experience and deliver external and internal value.
X’s New Policy Prevents Companies from Using Posts to “Fine-tune or Train” AI Models
What’s happening: X has updated its developer agreement to prevent third parties from using the platform’s content to train large language models. Specifically the policy changed to say that companies cannot use the X API or X content to fine-tune or train an AI model. This comes after Elon Musk’s AI company xAI acquired X in March, making a stronger business case to sell access to the social platform’s data. Similarly, Reddit has put clauses in place against AI crawlers.
Why it matters: Access to data is becoming more and more privatized and priced at a premium. The policy changes X and Reddit enact may impact the ability of third-party data platforms to crawl the websites for data and summarize learnings, which in turn may impact communications and marketing teams who rely on that data for strategy and measurement. As social channels and the data platforms that monitor them continue to evolve, leaders should stay close with their third-party partners on updates and potential limitations to maintain consistency and access.
YouTube Launches Side-By-Side Ads for Livestreams
What’s happening: YouTube is rolling out a new ad option for livestreams, with side-by-side mid-roll ads, which will now be displayed on eligible CTV and web broadcasts. When the ad runs, the audio of the livestream will be muted while the audio from the ad plays. Once the ad ends or is skipped, the video sound will be restored and the player will expand back to full screen. The hope is that these ads will be less disruptive, by minimizing and moving the main playback window rather than replacing it altogether.
Why it matters: Not only does this capability provide another monetization opportunity for live-stream creators, it points to the cultural rise in interest for live-stream content across YouTube and other platforms, like TikTok. Live broadcasts allow for increased connectivity between users and their favorite creators, as users can send creators “gifts” or “stickers” and get reactions to their comments and questions immediately. From a brand perspective, this can increase the potential for social media-driven ecommerce by tapping into the instantaneous and impulsive behavior.
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Marketing Inspiration
Barings drove impressive LinkedIn engagement last week, debuting a high-quality video showcasing the firm’s value to its clients. In addition to the dynamic content, succinct copy highlighted the three benefits Barings delivers upon.
Don’t overlook the power of data in storytelling. In the middle of Mental Health Month (May), Guardian released its annual research on what makes people healthy - in mind, body and wallet. By capitalizing on a topical milestone and providing actionable solutions for those looking to plan retirement, Guardian continued to position itself as a brand whose purpose is to inspire well-being.
Global leaders took the stage at SuperReturn International in Berlin this week. President and CEO at Churchill Asset Management, Ken Kencel, spoke on a panel regarding the trends happening in the middle market space. His content showcased visuals, spoke to the networking value of the conference and offered insights on the industry.
