Electronic Markets - The International Journal on Networked Business’ Post

As we move forward, brands will continue to compete not only based on attention but also based on how their brands are validated by AI systems. Consumers interact with AI systems differently than they do with traditional media, no longer simply scrolling but instead using prompts to ask questions and gather information based on answers derived from structured data sets, credible narratives, presence within an ecosystem, and digital trust signals. Brands that simply “advertise” their products or services may struggle to compete within this new era of marketing due to the fact that GenAI does not reward just noise; it rewards clarity, consistency, and credibility. The true shift in the marketing landscape is that the focus will no longer be on just visibility, but rather on discoverability, interpretability and trustworthiness — not only for humans but also for algorithms. We will no longer build brands purely for a target audience, but rather build them for the decisions made by artificial intelligence systems. This is truly a new paradigm for marketing! #AI #BrandStrategy #DigitalMarketing #GenAI #FutureOfMarketing #ThoughtLeadership #MarketingTransformation #Innovation

It’s interesting how social media platforms seem to turn a blind eye, allowing AI-generated videos to remain in a persistent state of uncertainty. What’s the objective behind this? The lack of clear disclosure suggests a deliberate inertia, one that keeps audiences guessing. This kind of ambiguity doesn’t feel accidental; it points to underlying incentives that are worth questioning. AI Content Transparency: Why Is Social Media Still in the Grey Zone? It’s becoming increasingly difficult to ignore a pattern. Social media platforms appear to turn a blind eye when it comes to AI-generated video, keeping content in a persistent state of uncertainty. No clear labeling. No consistent disclosure. Just ambiguity. Why? Because this doesn’t feel like a limitation. It feels like a choice. There seems to be a deliberate inertia at play, one that keeps audiences guessing and engagement flowing. When users are unsure whether something is real, synthetic, or enhanced, they tend to watch longer, question more, and interact more. From a platform perspective, that ambiguity is not a bug, it’s a feature. But this raises deeper concerns: What happens to trust when authenticity becomes optional? How do creators protect identity and authorship in a blurred environment? And who ultimately benefits from keeping the audience in doubt? In contrast to industries like music, where AI disclosure is becoming increasingly structured, social media remains strategically undefined. And that grey zone may be the most valuable space of all. Because as long as uncertainty drives attention, there is little incentive to resolve it. The real issue isn’t AI. It’s transparency. #AI #SocialMedia #ContentStrategy #DigitalTrust #CreatorEconomy #TechEthics #FutureOfContent

💡 Think about your last online search. Did you type a few keywords… or ask a full question? Your audience isn’t just searching anymore — they’re asking AI. The real question is: does your brand show up in the answer? For brands, this means visibility needs to evolve. It’s no longer just about ranking in search results; it’s about showing up where people are actually looking for answers, including AI-powered platforms. 🎤 In a recent interview with IN Business News, our head of digital, Nikolas Nikolaides, explains how brands can approach AI strategically, using visibility to drive real, measurable business outcomes. 📖 Read the full interview to see how forward-thinking brands are rethinking visibility - https://lnkd.in/dUH9kEGM 🔗 To read the full interview in Greek click the link in the comments. #AI #CreatingMeaningfulConnections #DigitalMarketingServices #AIvisibility

Exciting to see our clients across the Middle East, Eastern Mediterranean, and the CIS embracing the new AI-powered tools developed by our digital team. Designed to help organisations become more strategic with their content and ensure the right messages reach the right audiences. Proud of the team behind these solutions and looking forward to seeing the impact they create for our clients.

Something I've been noticing about how I use AI in my work... Most marketers are using AI to write faster. That's great. But I think that's just the surface level. The real shift for me was when I stopped asking Claude to "write a caption" and started asking it to help me think — about my audience, my strategy, what's actually working in my ads. AI as a thinking partner, not just a writing tool. There's a new report out saying most marketing teams are collecting AI tools faster than they're learning to actually use them. That hit different. 😅 Less tools. More depth. That's where I'm focusing right now. #AIinMarketing #MarketingStrategy #Claude #FutureOfMarketing #MarketingMindset

AI IS LOWERING THE COST OF PERSUASION, BUT NOT THE VALUE OF EXPERTISE Artificial intelligence is doing something remarkable to marketing: it’s quietly lowering the cost of persuasion. Tasks that once required hours of human effort like drafting email variants, segmenting audiences, A/B testing headlines can now often be executed with help from AI. The economics have shifted. More content, more experiments, more touchpoints… all for less. But let’s be clear: cheaper persuasion doesn’t automatically mean better persuasion. Read more: https://bit.ly/4bNg8Ps #BlacksmithMarketing #AI #CostOfPersuasion #MarketingExpertise

Managing social media used to feel like a constant race against the clock, but AI has completely shifted the landscape. It isn't about replacing creativity like majority think but more about reclaiming time for strategy. By using AI to identify precise engagement windows, we no longer guess the best time to post. It seamlessly transforms one long form video into dozens of tailored snippets, maintaining a consistent brand voice across every platform without the manual grind. This shift allows us to move away from tedious data entry and focus on what truly matters; building real human connections and growing a vibrant community. #SocialMediaMarketing #AI #ContentStrategy #DigitalMarketing

Your 𝗻𝗲𝘅𝘁 𝗯𝗲𝘀𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 probably doesn’t look like your current best customer. And AI won’t find them on its own; it will only amplify whatever data strategy you’ve already built. As we move deeper into 2026, with economic pressure, political shifts, and AI transformation happening simultaneously, the real growth question is: 𝗜𝘀 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝘁 𝘁𝗼 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝗮𝗻𝗱 𝗰𝘂𝗹𝘁𝗶𝘃𝗮𝘁𝗲 𝘁𝗵𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘆𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝘆𝗲𝘁 𝗿𝗲𝗮𝗰𝗵𝗶𝗻𝗴? In his latest blog, Charlie Swift, General Manager, Adstra Services, breaks down why the brands that win in uncertain markets are the ones built to systematically identify their next best customer, and not just optimize their current one. If 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗲𝘅���𝗮𝗻𝘀𝗶𝗼𝗻 is on your agenda this year, this is worth the read. 👉 https://lnkd.in/ecAyHjWp #NextBestCustomer #AI #IdentityResolution #Data #Identity #AudienceExtension

Understanding how modern search engines operate is crucial for audience building. We're no longer just interacting with simple search queries and blue links. Today, sophisticated AI 'matchmakers' are actively searching and synthesizing information on our behalf. To capture attention, we must prove we are the perfect fit for these advanced systems. Recognizing these AI capabilities is the first step in effectively reaching users in today's digital landscape. #AI #AudienceBuilding #DigitalStrategy #ContentMarketing #SearchEngineOptimization

Everyone is discussing the possibility of AI replacing marketers. Here's what I actually think AI can generate content. ✅ AI can schedule posts. ✅ AI can analyze data. ✅ But AI cannot understand your brand's soul ❌ Build real relationships with an audience ❌ Know when to pause a campaign because of a cultural moment ❌ Make the gut-call that changes the strategy. The marketers who will thrive are those who use AI as a tool, not run from it. I'm learning to work with it every day. #AIinMarketing #DigitalMarketing #FutureOfWork #MarketingStrategy #ContentCreation #EveryDayNew