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Welcome to The Brief by Kuro House, your daily dose of clarity in the ever-shifting world of marketing. Today, we’re diving into the stories shaping the industry’s future, from the seismic impact of AI on publishing and TV advertising, to the CMOs redefining brand leadership, and the film campaign that’s got Hollywood talking. Let’s get right into it.

First up, Digiday’s deep dive into the biggest moments in AI for publishers in 2025 paints a picture of an industry at a crossroads. This year, AI moved from future buzzword to everyday reality for publishers. Google’s AI Overviews, those AI-generated summaries in search, turned one year old in May—and the impact has been dramatic. Publishers reported clickthrough rates dropping by as much as 90% when an AI summary appeared, and Digital Content Next found a 25% drop in referral traffic tied to these summaries. The “zero-click search” era is here, and it’s not pretty for publishers relying on search traffic. In response, publishers have been experimenting with everything from video, to direct-to-audience approaches, and negotiating AI content licensing deals. Cloudflare stepped in with an AI bot blocking tool, giving publishers more control over who scrapes their content, and even introduced a pay-per-crawler feature. But the AI bot wars are far from over—Google’s search and AI crawlers are technically separate, but content can still show up in AI Overviews even if you block the AI crawler. On the licensing front, heavyweights like Meta, Microsoft, Amazon, and OpenAI have been signing deals with publishers, from CNN to The Washington Post and The Guardian. Lawsuits are flying too, with The New York Times, Chicago Tribune, and Penske Media Corporation suing various AI firms for copyright infringement. Publishers have also launched their own AI-powered products, like The Washington Post’s personalized audio and Time’s multilingual AI agent. But despite these innovations, the DOJ’s remedies for Google’s dominance landed with a thud—offering little relief for publishers desperate for more control and transparency. The takeaway: the AI era is here, and publishers are scrambling to adapt, monetize, and protect their content.

Shifting gears to the future of TV advertising, Adweek reports that experts are predicting an AI-driven reset by 2026. AI has already dominated the conversation at this year’s TV upfronts, with publishers promising everything from AI-powered virtual product placement to real-time contextual targeting. According to Jay Askinasi, chief revenue officer at Paramount Skydance, AI will become the engine behind smarter monetization—especially for unlocking commerce-driven capabilities for small and medium-sized marketers. Imagine product placements tailored to the viewer, or creative that adapts in real-time to the content on screen. The industry is moving toward a world where advertisers can get closer to the content than ever before, with AI bridging the gap between what’s on TV and what’s in the shopping cart. The big question: how will this reshape the relationship between brands, content creators, and audiences? The next two years promise a fundamental reset in how TV advertising works, opening the door for new players and new strategies.

Now, let’s talk about the marketing leaders set to make waves in 2026, as highlighted in Adweek’s must-read list of 10 CMOs to watch. The list reads like a who’s-who of industry disruptors and legacy brand stewards. There’s Iqbal, Cadillac Formula 1’s first-ever CMO, who faces the challenge of translating American heritage into global F1 relevance after a surge in the sport’s popularity and a dominant run by McLaren. Jill Kramer, former Accenture marketing boss, steps into the chief marketing and communications role at Mastercard, inheriting the legacy of Raja Rajamannar and the iconic “Priceless” platform—she’ll need to keep Mastercard innovative while safeguarding its brand equity. Jon Halvorson at Kenvue is tasked with restoring trust after a PR crisis involving Tylenol, while Kate Rouch at OpenAI returns from a health battle to build on ChatGPT’s first big emotional ad campaign and expand blockbuster partnerships with Disney and Mattel. Netflix’s Marian Lee is steering the brand into new territory, with IRL campaigns, Netflix Houses, and a potential Warner Bros Discovery acquisition that could redefine the streaming landscape. AB InBev’s Marcondes is doubling down on master brands and culture-first marketing, integrating products into Netflix content and preparing for major sports sponsorships. Manu Orssaud at Duolingo is scaling AI marketing tools without losing the brand’s irreverent personality, while Megan Imbres at Peloton might finally deliver a big creative campaign after a tough turnaround year. Tamika Young at Hinge inherits a dating app that’s overtaken Bumble in revenue and faces the challenge of keeping users engaged amid dating app fatigue. And Todd Kaplan at Kraft Heinz will have to define a new marketing playbook as the company splits into two public entities. Each leader is navigating a unique blend of opportunity and upheaval, and their moves in 2026 will set the tone for the industry.

Speaking of Hollywood shakeups, Adweek gives us a behind-the-scenes look at how A24 and Timothée Chalamet dreamed big for the Marty Supreme marketing campaign. Marty Supreme, loosely based on real-life table tennis legend Marty Reisman, is already smashing records before its Christmas Day release. According to Deadline, it’s achieved the fastest-selling presale for an A24 movie and the biggest per-theater average for a limited release in 2025, grossing $875,000 from just six theaters in one weekend. But what’s really remarkable is the marketing: A24 has turned Marty Supreme from a movie character into a cultural phenomenon, blurring the line between fiction and reality. The campaign’s details are under wraps, but the buzz and early numbers suggest a masterclass in eventizing a film and building anticipation. It’s a reminder that in an era of content overload, bold, creative marketing can still break through.

That’s all for today’s Brief. As we look ahead to 2026, one thing is clear: the pace of change isn’t slowing down, whether it’s AI rewriting the rules for publishers and TV, or CMOs reimagining what it means to lead. Staying sharp means staying curious—and we’ll be here every day to help you do just that. Thanks for listening, and see you next time.