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A.I on Vietnam Social Media

How Vietnam Talks, Thinks, and Adopts A.I.
Released: 
August, 2025
File Size: 
7.5 MB
Education Section: 
Benchmark Studies, Creative Effectiveness, Educational Documents
Region: 
APAC, Vietnam
The State of Consumer AI

The State of Consumer AI

Oct 15, 2025 · Global

Artificial intelligence isn't just a future trend—it's already reshaping consumer behavior at scale. New research from MMA Global and Kantar reveals how people across generations are weaving AI into their daily lives, from shopping and creativity to personal expression and decision-making.

Marketers are facing a pivotal moment: consumers are adopting AI faster than many brands. Join this exclusive webinar to understand the real state of consumer AI and what it means for your marketing strategies today.

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Vassilis Bakopoulos Shepherd Laughlin Maria Amenta +2
AI

Navigating the GenAI Landscape

A Practical Roadmap for Marketing Organizations. Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. This white paper, based on a comprehensive study conducted by the MMA/MarCaps partnership (n=521) and interviews with leading CMOs, explores the challenges and opportunities inherent in GenAI adoption. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact. Our research reveals key differentiators of leading firms, emphasizing the critical role of a need-case-driven approach, robust organizational capabilities, and a structured roadmap for navigating GenAI deployment.
Released: 
August, 2025
File Size: 
7.5 MB
Education Section: 
Guidelines
Region: 
Global

AT&T: AI-Personalized Creative Outperformed BAU and Random by a Wide Margin

A four-week, three-cell RCT showed +272% lift vs. random rotation and +92% lift vs. BAU on buy-flow—validated with an 88% sales lift and strong ROI.

GM: AI-Personalization Drove Triple-Digit HVB Lift for Lyriq and Sierra

A six-week, person-level RCT with 144 creative versions delivered +139% HVB lift for Cadillac Lyriq and +228% for GMC Sierra, with no sign of wear-out.
Back to Retail: Okula ve Şehre Dönüş Sezonunda Perakende Medya'da Doğru Kurgu

Back to Retail: Okula ve Şehre Dönüş Sezonunda Perakende Medya'da Doğru Kurgu

Sep 3, 2025 · Middle East & Africa

Yeni sezon başlarken, tüketici alışkanlıkları değişiyor, medya stratejileri de buna ayak uydurmalı.

“Back to School” ve “şehre dönüş” dönemlerinde perakende medya planlamasını en verimli şekilde yapmak isteyen pazarlamacılar için bu webinar kaçmaz.

Tarih: 3 Eylül 2025, Çarşamba
Saat: 12.30 – 14.00
Platform: Zoom

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The AI Upskilling Playbook: A Framework for Enterprise AI Training
Members Only

The AI Upskilling Playbook: A Framework for Enterprise AI Training

Aug 27, 2025 · Global

With AI literacy now a legal requirement for most global brands under the EU AI Act and 62% of marketers citing lack of training as their top barrier to AI adoption, organizations need systematic approaches to upskilling that deliver immediate value while ensuring compliance. Join MMA Global's Alec Foster as he shares the AI Mastery framework that has transformed AI adoption across MMA Global. Drawing from internal rollouts and work with the world's largest brands, we will share a framework that transforms this legal obligation into an opportunity for measurable business impact.

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Alec Foster

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