Our take on the latest digital marketing trends.
In this monthly digest of the digital updates making waves across the web, we share the TL;DR version (that’s too long, didn’t read), and our expert team’s top takeaways.
Let it Burn
Apple’s decision to hand its AI future to Google has kept headlines noisy - and it’s hard not to wonder how OpenAI feels about being left on read. More importantly, it puts the spotlight back on Apple’s long-promised AI-powered Siri. This partnership now has something to prove: either Siri finally evolves, or the gap between ambition and delivery becomes impossible to ignore.
> Our Take: This isn’t Apple versus Google - it’s about who controls discovery. By choosing Google’s AI, Apple is accelerating a shift toward AI-led recommendations that happen before a search, a click, or a site visit.
AI Slop Has Entered the Chat
Merriam-Webster named “AI slop” its Word of the Year for 2025 - a term used to describe low-quality, mass-produced content generated by AI and pushed out at scale. Think generic copy, forgettable visuals, and content that technically exists but adds no value.
> Our Take: This is the clearest signal yet that volume is no longer a strategy. As AI makes it easier to create more, platforms and people are being rewarded better. AI can be a powerful accelerator when guided by strong thinking and intent - but the brands that cut through will use it to sharpen ideas, not dilute them. In a world full of AI slop, discernment is a competitive advantage.
Luxury Meets Play
Coach has launched a free digital fashion collection inside The Sims 4, embedding its products directly into a space built around identity, creativity, and self-expression.
> Our Take: This isn’t about virtual fashion for novelty’s sake - it’s about presence in cultural spaces where people already express who they are. As gaming continues to function as a social and identity platform, brands that integrate naturally into these environments build relevance beyond traditional media.
Take Two
loook.ai is turning shop floors into screens that shop back. Its AR mirror tech lets customers try before they buy, in real time, while brands see what actually matters: higher engagement, more foot traffic, and measurable sales lift. It’s proof that AI and AR are growing up - moving from “cool idea” to performance retail, where physical stores start behaving like their highest-converting digital pages.
> Our Take: Whether we like it or not, loook.ai highlights where retail is heading - into experiences that actively help customers decide. As AI reshapes discovery and buying behaviour, the brands that win will be the ones that design physical spaces to perform, not just exist.
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