At Advertising Week, AI met accountability and marketers made a case for simplicity. The industry may just be growing up—and getting smarter.

Performance marketers are signaling the next big shift — in-housing, AI automation, and accountability are redefining how modern marketing gets done.

Zeta's new GEO empowers brands to stand out, stay accurate, and win visibility in AI-generated answers—where search ends and discovery begins.

A study shows that AI-powered predictive impact scoring forecasts ad effectiveness with 83% accuracy, boosting brand performance and profit ROI at scale.

Optivo uses esbconnect’s GDPR-compliant 17M UK email database to identify and retarget anonymous website visitors, boosting conversions without ads.

Edge Marketing introduces Generative Engine Optimization (GEO), helping brands become cited, trusted sources in AI-driven search and generative summaries.

Attain launches OutcomeHQ, unifying purchase insights, audience building, and sales optimization. Track $700B spend across 10M shoppers for real-time action.

Jellyfish launches Share of Model™: Analyze how LLMs perceive your brand and optimize digital presence for AI recommendations.

Jack Dorsey launches Bitchat, a Bluetooth-based, off-grid, encrypted messaging app—no internet, servers, or phone numbers needed. Privacy goes peer-to-peer.

Dentsu launches Robmix to tap Roblox’s creator economy, teaming with GeekOut and Kodansha to build IP and media ops in the $11.5B in-game ad market.