20% of Brands Shift to 'Acoustic' in Response to Growing Worries About Generative AI Impact

80%   

Marketing leaders are set to boost spending on generative AI expertise, aiming to optimize resources. Gartner predicts that by 2026, 80% of key creative roles will prioritize generative AI for innovative outcomes, emphasizing its role in enhancing productivity and strategic applications, while the surge in AI adoption may decrease organic search traffic by 50% by 2028, prompting increased investment in AI safeguards. 

70 B 

YouTube Shorts, boasting 2 billion users and 70 billion daily views, is partnering with IAS to ensure brand safety by implementing "video-level transparency" aligned with the Global Alliance for Responsible Media (GARM) framework. This initiative follows DoubleVerify's July announcement of providing viewability and invalid traffic measurement for Shorts, contributing to YouTube's 12% year-over-year growth to $7.95 billion in Q3 within Alphabet's 11% overall revenue increase. 

33%   

As per Morning Consult, 33% of US Gen Z consumers and 29% of millennials have made purchases from influencer-founded brands, highlighting the growing impact of influencers as independent media channels with diversified platforms and revenue streams. 

51.1%     

In 2023, 51.1% of US Snapchat users and 44.7% of TikTok users will be from Gen Z, indicating the dominance of this demographic on both platforms. Despite TikTok has a higher percentage of Gen Z viewers, YouTube surpasses in total Gen Z viewership, although the percentage is smaller due to YouTube's extensive user base. Advertisers seeking to target the Gen Z audience then streaming services like Disney+, Netflix and social media platforms like Snapchat, TikTok would be the channels. 

11%  

Etsy plans to cut 11% of its marketplace workforce that is about 225 employees as a part of cost-saving restructuring. Following the restructuring, Etsy anticipates a core marketplace team headcount of approximately 1,770, resembling early 2022 levels. The restructuring plan is projected to incur charges between $25 million and $30 million, with completion expected by the end of the first quarter of 2024.

34%   

Despite economic uncertainty, the Square and Afterpay's Festive Forecast report reveals that 34% of consumers, especially Millennials, plan to spend more this holiday season than the previous one. Consumers increasingly turn to digital platforms like shopping apps 31% and websites 23% for gift inspiration. Word-of-mouth 49% and in-store browsing 39% remain crucial sources of ideas. 

5.2%   

In November, 42% of U.S. households primarily chose mass retailers for their in-store or online grocery shopping, marking a shift from May when supermarkets held the same percentage, according to a survey by Brick Meets Click and Mercatus. Online grocery sales in November reached $8.1 billion, a 5.2% YoY increase, with delivery reporting the largest growth at 8.6%, driven by a substantial rise in monthly users and a subsequent 7.5% growth in order volume.