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Welcome to The Brief by Kuro House, your daily marketing update that keeps you sharp, informed, and ready to tackle what’s next. Today, we’re diving into the heart of the World Economic Forum at Davos, a seismic shift in how AI search engines cite sources, a bold yet cautious move from Minnesota’s top CEOs, a surprising shake-up at The Trade Desk, and a Super Bowl ad debut that’s putting SaaS in the spotlight. Let’s get into it.

First up, let’s talk about the World Economic Forum in Davos and how trust is fast becoming a performance metric for CMOs. ADWEEK covered the Marketing Vanguard Inspiration Excursion, where top marketing leaders gathered for candid conversations about the evolving role of the CMO. The event, hosted by ADWEEK in partnership with Adobe and Microsoft, was designed to push CMOs out of their comfort zones and expose them to broader business and societal pressures. Infosys CMO Sumit Virmani summed it up: CMOs are now expected to be enterprise leaders, shaping growth strategy, navigating geopolitical shifts, and, crucially, stewarding trust in an era of polarization and rapid tech change. The two-day summit focused heavily on AI—specifically, the need for CMOs to not just react to AI but to lead its adoption and narrative within their organizations. Leaders like Antonio Lucio from HP and Rachel Thornton from Adobe emphasized reframing AI as “augmented intelligence,” highlighting its role in amplifying human creativity rather than replacing it. Another recurring theme was the importance of executives being visible and authentic, especially on platforms like LinkedIn, to build trust and transparency in the AI era. As Steven Bartlett put it during a dinner discussion, “It’s better to be understood than liked.” The message is clear: CMOs can’t just market change—they have to embody and direct it, leading with transparency and a deep engagement with complexity.

Next, a notable shift in the world of AI search engines. According to ADWEEK, YouTube has now overtaken Reddit as the most frequently cited social platform in large language model (LLM) responses. For a long time, Reddit was the go-to source for AI-generated citations because of its rich, text-based content. But new data from four sources shows that YouTube now appears as a cited source in 16% of LLM answers over the past six months, compared to Reddit’s 10%. This leap is largely thanks to the improved accessibility of video transcripts and explainers that AI can easily parse. YouTube’s rise as a citation powerhouse illustrates how platforms that can bridge rich content with machine readability are gaining favor in the generative AI ecosystem. For marketers, this means that video content—especially when paired with detailed transcripts—can have a much larger impact on how AI models surface information and, ultimately, how your brand gets discovered.

Switching gears to Minnesota, where 60 CEOs from major companies—including Best Buy, Cargill, General Mills, Hormel, and Target—signed an open letter calling for de-escalation after two fatal shootings by ICE agents at local protests. ADWEEK reports that while the move is rare for the C-suite in today’s polarized climate, the letter’s neutral, non-committal tone has drawn criticism for being too safe. The statement, issued via the Minnesota Chamber of Commerce, called for “immediate deescalation of tensions” and collaboration across all levels of government, but avoided taking a firm stance. Retail analyst Bruce Winder noted that the collective approach lowers the risk of backlash, but also risks appearing insipid or performative. Public response has been mixed, with some mocking the statement’s lack of substance. The context is tense: ICE’s Operation Metro Surge has drawn scrutiny after the deaths of two American citizens, both of whom were peaceful protestors. Brands are walking a tightrope, balancing social responsibility with the risk of alienating customers or drawing political ire—especially in an environment where even the perception of taking a side can have significant business consequences.

Now, let’s talk about some boardroom drama at The Trade Desk. According to ADWEEK, CFO Alexander Kayyal is out after just six months on the job. Tahnil Davis, a company veteran and current chief accounting officer, has stepped in as interim CFO while the company searches for a permanent replacement. The Trade Desk didn’t disclose much beyond the SEC filing, but the timing is notable: adtech companies are under increased scrutiny as marketers reconsider programmatic spend amid signal loss, pricing pressures, and stiff competition from Amazon’s DSP. Wells Fargo responded by maintaining an Equal Weight rating but noted that leadership turnover adds to “continued fundamental and narrative volatility.” The firm also pointed out that neither of The Trade Desk’s last two CFOs had prior public company CFO experience—a gap they recommend closing in the next hire. Shares dropped about 7% on the news. With earnings expected on February 25 and a revenue target of $840 million for the quarter, all eyes are on The Trade Desk to see how it steers through this period of uncertainty.

Finally, let’s end on a creative note: Rippling, the enterprise software company, is making its Super Bowl debut with a 30-second spot starring Tim Robinson. ADWEEK reveals that this is Rippling’s biggest brand campaign yet, signaling a shift from performance-driven marketing to mass awareness. The ad, part of the new “Rule Your Business” campaign created with agency Tombras, features Robinson as a would-be corporate mastermind whose plans are constantly derailed by fragmented business software—a problem Rippling’s platform aims to solve by unifying HR, IT, and finance tools. The campaign will include five TV spots, extend to streaming, social, and even the Olympics, and lean into Robinson’s comedic persona to connect with a broader audience. Rippling’s VP of Brand, Nick Wiesner, says the goal is simple: get Rippling top of mind for businesses everywhere, not just tech insiders. The Super Bowl spot will air nationally and in key markets, with additional placements on Peacock and out-of-home activations. It’s a bold play for awareness, not immediate conversions—a sign that SaaS brands are ready to play on the biggest stage.

That’s all for today’s Brief. From the evolving responsibilities of CMOs at Davos to the shifting tides of AI search, and from cautious corporate activism to Super Bowl spectacle, the marketing landscape is more complex—and more fascinating—than ever. Thanks for tuning in, and remember: the sharpest marketers aren’t just reacting to change—they’re leading it. Catch you tomorrow.