This Marketing Briefing is a weekly email sent to Digiday+ members every Tuesday at 10 a. m. ET. It discusses the ongoing pressure for CMOs to do more with less, despite budget constraints, a fragmented media landscape, and an evolving CMO role. The use of generative AI tools to help brands achieve more with less is becoming appealing to marketers, but it remains to be seen if these tools actually deliver on their promises. Some marketers, such as Klarna, U. S. Bank, and Toys ‘R’ US, have already found success with generative AI, while others are conducting tests to determine how and where to use these tools in their marketing strategies.

However, it's crucial for marketers to ensure that the use of AI aligns with the brand's goals and provides value to the customer. Marketers should focus on finding efficiencies without sacrificing creativity. Babylist, for example, is expanding its business to become a platform for all things expecting parents need, including a health business and a brick-and-mortar showroom. The company is also prioritizing lifecycle marketing to guide users through their journey. Additionally, a study found that Facebook is more popular among Gen Z than anticipated, with 31% feeling most comfortable on the platform compared to TikTok and Twitter. It also revealed that 52% are comfortable with brands interacting with their online communities through influencer marketing.