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Welcome to CTRL+F, your weekly shortcut to what matters in marketing, ad tech, and creative automation. Each week, we scan the noise and surface the key stories shaping the future of creative work: from generative AI tools and agency moves to performance trends and platform shifts. Fast, sharp, and zero fluff. Just what you need to stay ahead.
Listen here or keep reading below.
OpenAI has officially launched ChatGPT Atlas, an AI-powered tool designed to act like a research assistant. It combines web browsing, citations, and AI reasoning into a single search-like interface.
Initial reviews, however, are mixed. The Verge notes that while the tool is promising, it can feel chaotic and clunky. Still, it represents a significant step toward replacing traditional search behavior — especially for marketers doing strategy or brief-writing.
According to a new Shutterstock x Adweek report, brands increased their ad spend by 33% year-over-year, but ad performance is dropping. Fewer clicks. Less engagement. More spend for less ROI.
The takeaway? Creative quality and testing velocity are becoming more critical than ever. Automation tools that support rapid iteration and personalization are positioned to win.
In a bold move, WPP launched WPP Open Pro, a self-serve version of its internal AI creative suite. It’s aimed at small businesses that want to build campaigns in-house, without hiring an agency.
This is both a strategic pivot and a signal: agency groups are now productizing their internal tools and going after the same market as creative tech platforms. The line between services and software just got blurrier.
As generative AI tools proliferate, some brands are zagging. Business Insider reports that Aerie is publicly rejecting AI in its creative, Polaroid is mocking synthetic content in ads, and Heineken is stepping away from AI visuals.
It’s a small but growing movement, and a signal that human-crafted creative is still a differentiator. For AI platforms, this is a branding challenge: how do you pair the speed of AI with the soul of human storytelling?
