Meta has shared some new insights into its evolving ad delivery systems, which are increasingly being powered by artificial intelligence. As a result of these AI enhancements, Meta says that its systems are driving better results for ad partners, based on improved user understanding and systematic targeting.

Winning in 2027 will require rethinking how you build demand, earn trust, allocate budgets, and measure success. These shifts won’t happen overnight. They’ll require sustained effort and alignment across sales, marketing, and leadership.

There is a widening gap between consumers’ willingness to use AI to research or compare and find products and their capacity to allow technology such as agentic agents to handle transactions. The payment trust gap is much broader than the adoption gap.

Coca-Cola has undergone a major marketing transformation under global Chief Marketing Officer Manolo Arroyo, addressing issues such as stagnant consumer growth and fragmented marketing efforts. The company has shifted its key metric from brand love to total consumer base, pruned its brand portfolio from over 400 to about 170 and increased digital marketing spend from less than 30% to 70%.

“Our third quarter results show further sequential improvement in LFL growth, in line with our expectations," says Cindy Rose, WPP chief executive officer. “Client demand remains healthy for our AI-enabled media, creative, production and enterprise solutions, powered by our agentic marketing platform WPP Open” says Rose.

Instagram wants to compete with YouTube by testing the ability for creators to upload videos up to 90 minutes long and allow users to watch Reels and more on Apple TV. The test will enable creators to share podcasts, vlogs and episodic series in a more immersive format.

The company is on track to realize $900 million in cost savings and is seeing momentum in integrated media, which grew over 10% in Q3.

Meta’s fuzzy-looking personal AI agent Muse is apparently getting tried out—a lot. The personal AI agent has seen more than 10 million users in the US and Canada in the month and a half since the tool first rolled out, Mark Zuckerberg said during Meta’s Q3 earnings call on Wednesday.

Retail media led growth in Q2, rising 31.2% year-on-year and accounting for 8.4% of total advertising investment, cinema posted strong growth, rising 24.5% year-on-year and social media investment increased by 22.2%.

Based on real data from Anthropic's IPO filing, ad spending by the major frontier AI models could already be as much as $5 billion. At least, that's what AI models project.