AI | MMA Global

The State of Consumer AI

Wednesday, October 15, 2025 - 12:00pm to 1:00pm EDT

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.

Region:

Global

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

MMA

Shepherd Laughlin

Director, Futures

Kantar

Webinar Partner:

How AI is Shaping the Future of Creative Effectiveness

Wednesday, October 1, 2025 - 12:00pm to 1:00pm EDT

Creative Effectiveness

Download the whitepaper: Kellanova Unlocks Predictive Impact Scores

Creative is more crucial than ever, according to 8 out of 10 marketers, but what drives creative effectiveness, and can AI help boost it? That's the #1 question for most marketers today, and that is what MMA Global, Kellanova, and VidMob set out to unlock with their research.

Region:

Global

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

MMA

Nicole Vinson

Vice President, Global Digital, Media & Omni-Shopper Experience

Kellanova

Alex Collmer

Founder & CEO

Vidmob

Dontae Mears

SVP, Influencer Strategy – Central Lead

Weber Shandwick

Webinar Partner:

Watch the Webinar:

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

Wednesday, September 3, 2025 - 12:30pm to 2:00pm +03

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

Region:

MEA, Türkiye

SMARTIES COACH GPT RATING

Thank you for taking the time to rate Smarties Coach GPT !

Your feedback is invaluable and will help us continue to improve the Smarties Coach GPT experience.

We appreciate your input! If you have any further comments or questions, feel free to reach us at [email protected].

Page

The AI Upskilling Playbook: A Framework for Enterprise AI Training

Members Only

Wednesday, August 27, 2025 - 1:00pm to 1:45pm EDT

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.

Region:

Global

Speakers:

Alec Foster

Chief Prompt Engineer & Responsible AI Lead, MMA Global, MSt AI Ethics,

University of Cambridge

Members: Log in to watch the Webinar:

Video & CTV in 2025: Unlocking an Emerging Strategic Powerhouse

Wednesday, September 17, 2025 - 12:00pm to 1:00pm EDT

Programmatic

ROI

Video

Discover how today’s marketers are reshaping their strategies—and what’s still holding them back.

Join Vassilis Bakopoulos (SVP, Head of Industry Research, MMA Global) and Neala Brown (SVP Strategy & Insights, Teads) as they unveil findings from the 2025 State of Video & CTV Survey, conducted with over 100 senior marketers. Michelle Alfano with Ally Financial, Rose Stark with Choice Hotels International, and Doree Speidel with Dave.com will join to offer perspectives from their work.

Region:

Global