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Welcome back to The Brief by Kuro House, where we break down the most compelling stories shaping the marketing world—no fluff, just the insights you need to stay sharp. Today, we’re digging into AI shaking up Google’s ad business, a bold new era for media companies, a Starbucks turnaround story that’s all about simplicity, the Super Bowl’s evolving trailer game, and a Super Bowl ad debut that’s, well, hairy in all the right ways. Let’s get into it.

First up, let’s talk about Google and its AI-powered leap forward. According to Adweek, Alphabet—the parent company of Google—just posted another massive quarter, raking in nearly $114 billion in Q4 of 2025, an 18% jump year-over-year. Google Services, which includes Search, subscriptions, devices, and YouTube ads, contributed $95.9 billion, with YouTube alone bringing in $13.6 billion. But the real headline here is Gemini, Google’s AI platform. Gemini now boasts over 750 million monthly active users and is being used by more than 120,000 enterprises—think Airbus, Honeywell, Salesforce, and Shopify. Even Apple is getting on board, naming Google its preferred cloud provider and tapping Gemini to help develop the next generation of Apple Foundation models. Sundar Pichai, Google’s CEO, highlighted that Gemini processes over 10 billion tokens per minute through its API, and the company is laser focused on using AI to improve ad quality, query understanding, and user experiences. Philipp Schindler, Google’s SVP and Chief Business Officer, put it plainly: “We’re expanding the entire playing field that advertisers can compete on. AI gives businesses the ability to reach more customers in more places than ever before.” It’s not just about scale—Google’s investments in AI are set to drive significant improvements in how ads are targeted, measured, and delivered, promising greater accuracy and relevance for marketers.

Switching gears to the media world, Outside Interactive is rewriting the playbook on what it means to be a media company. As detailed in Adweek, Robin Thurston, who raised $150 million to acquire what was then Outside Media in 2021, has led the company through a radical transformation. Last year, Outside Interactive pulled in $125 million in revenue—a 23% increase—and, for the first time, turned a profit. The big change? The company now gets 60% of its revenue from digital subscriptions and recurring services, down from 70% ad revenue just a few years ago. Outside has aggressively acquired legacy outdoor titles like Ski and Backpacker, marketplaces like Pinkbike, mapping services such as Trailforks, and fitness apps like MapMyFitness. It’s bundled these assets into the Outside+ subscription, which has over 1 million subscribers and now accounts for 35% of revenue. Travel and events services, including FinisherPix and Inntopia, make up another 25%, with Inntopia alone powering over $1 billion in hospitality bookings last year. The company’s event, Outside Days, is growing fast, nearly doubling revenue and attendance in its second year. This pivot away from advertising is about survival—recurring revenue is more reliable than the volatile ad market. But it’s also about influence: Outside is leveraging its brand to power businesses with better margins, even as some of its traditional editorial titles shrink or close. As media analyst Brian Morrissey puts it, “The marketplace has not provided a viable path for these assets to be sustainable as standalone operations. That is the reality. This is not a time for nostalgia.” Outside’s journey is a microcosm of the broader media industry’s reckoning with the need to diversify and adapt.

Now, let’s talk about what might be the most impressive turnaround in American business right now—Starbucks under CEO Brian Niccol. Adweek tells the story of a rocky start: Niccol’s remote work preference and a jaw-dropping $96 million salary didn’t exactly endear him to the public or Starbucks’ workforce. But then, he got to work. Niccol brought in top talent from Chipotle and Target, and, crucially, he simplified everything. Gone was the convoluted “Triple Shot Reinvention with Two Pumps” strategy, replaced with three words: “Back to Starbucks.” The mission statement was boiled down to: “A welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas.” Niccol slashed 30% of the menu, brought back handwritten cup names, restored condiment bars, reintroduced ceramic mugs, and removed extra charges for non-dairy milk. The focus? Community, not complexity. The Green Apron Service—a $500 million investment—centered on five customer moments, and pilot stores outperformed others by 200 basis points. He also axed the avalanche of discounts and shifted spend to brand experience. The results speak for themselves: Q1 saw global comparable sales up 4%, U.S. transactions up for the first time in eight quarters, and revenue hit $9.9 billion. Rewards membership is at a record 35.5 million. The stock price has soared, adding $18 billion in shareholder value since Niccol’s appointment. The lesson? Simple, clear positioning and relentless execution can cut through the noise and drive real business results.

With the Super Bowl just around the corner, let’s peek at the evolving landscape of movie and TV trailers during the Big Game, courtesy of Adweek. Paramount is leading the charge this year, dropping a trailer for Scream 7 that brings back Neve Campbell, Courteney Cox, and Matthew Lillard—yes, Ghostface and the original gang are back. Disney, which usually dominates with Marvel promos, is shifting gears and reportedly focusing on The Mandalorian and Grogu, the Pixar film Hoppers, and possibly Toy Story 5. Universal, with the game airing on NBC, is expected to promote Disclosure Day, The Super Mario Galaxy Movie, and Minions 3. Lionsgate is joining with a Michael Jackson biopic spot, though it may air pre-game. Notably, Netflix, Apple, Sony, and Warner Bros. are sitting this one out, likely due to the eye-watering $10 million price tag for a 30-second spot. NBCUniversal is even offering overtime ad slots, so there may be more surprises. With networks also promoting their own shows, Super Bowl 60 is shaping up to be a showcase for both big-screen and small-screen entertainment, but with a clear focus on franchises and sure bets rather than experimental new IP.

And speaking of Super Bowl debuts, Manscaped is making its first-ever appearance on the world’s biggest advertising stage with a spot that’s hard to forget. As reported by Adweek, Manscaped’s 30-second ad, “Hair Ballad,” was created by Quality Meats and features anthropomorphic clumps of hair—freshly shaved from various body parts—singing a mournful ballad about their short-lived relationships with their owners. Lines like “I was your scruff, your loyal friend” give these hair monsters a weirdly emotional edge. The ad will air right before kickoff, and the creative team wanted to avoid the typical celebrity-driven Super Bowl formula. Instead, they opted for something “grotesque-yet-weirdly-lovable,” as Quality Meats co-founder Gordy Sang puts it. The campaign, “Mancare Your Everywhere,” signals that Manscaped has grown beyond just groin grooming, highlighting hair from the chest, chin, and even eyebrows. The spot ends with a comedic punchline that nods to the brand’s roots in irreverent humor. For those who can’t get enough, Manscaped’s YouTube channel is hosting a 60-second extended cut. It’s a bold, memorable play that fits right in with the brand’s history of cheeky, absurd advertising.

That’s a wrap for today’s Brief. From AI’s growing role in advertising to the reinvention of media companies, the power of simplicity in brand strategy, the Super Bowl’s shifting trailer tactics, and the creative risks brands are willing to take on the biggest stage—there’s no shortage of lessons or inspiration. Stay curious, stay sharp, and we’ll see you tomorrow for more marketing insights that matter.