Hello social friends and welcome to another week of updates! This week brings some added tools on IG to help make the video creating process more seamless as well as more controls on TikTok to help limit AI-generated content. Let’s dive in and see how these tools can help improve your social game.

This shift will be driven by two AI tools: synthetic personas (composite profiles) and digital twins (models of real individuals). Using public or proprietary data, they can simulate human responses, enabling faster, cheaper research without traditional surveys or interviews.

Netflix and Amazon’s new audience metrics are facing criticism for greatly inflating reach and ignoring meaningful engagement, writes researcher Ed Cohen. He notes that while radio tightened its rules, Netflix counts just one minute of ad viewing as a full month of engagement — a standard that would make radio’s numbers far larger if applied similarly.

AI is creating hype in marketing measurement, but for complex tools like media mix modeling, many of its promised benefits are overstated — posing big risks for marketers making multimillion-rand decisions.