by | Monday, November 24, 2025 · 6:39 am

Humans, Hype, and Hashtags: How AI Is Reinventing Marketing

AI is rewriting the marketing playbook – are marketing leaders ready? At this year’s Association of National Advertisers (ANA) Masters of Marketing conference, top CMOs like Adobe’s Lara Balazs and Kraft Heinz’s Todd Kaplan described a profession in full reinvention. Today’s marketing leaders aren’t just storytellers, they’re “transformation architects,” designing how companies adapt, lead, and create with AI.

Yet amid all the talk of algorithms and automation, one truth kept echoing and that is creativity still wins. Kaplan reminded the industry that “emotion, not information, is the primary driver of most consumer choices.” In other words, even as AI helps marketers analyze data and design campaigns faster, the human spark including wit, empathy, and imagination still defines the best brands.

Just ask Google. Its “Plan a Quick Getaway” ad, created entirely with AI tools, features a plush turkey that outsmarts Thanksgiving traffic. It’s clever, funny, and just a little weird. The ad is proof that AI can amplify creativity when guided by human vision.

Meanwhile, consumer behavior is changing fast. Searches are being replaced by conversations with AI chatbots that give personalized answers and those same chatbots may soon make purchases for us. That means marketers must learn new skills beyond SEO. Generative Engine Optimization (GEO) is the process of optimizing your organization’s website content to boost its visibility in AI-driven search tools such as ChatGPT and Perplexity among others. Brands now need to appeal not only to people but also to AI systems that decide what we see and buy.

So, for aspiring marketers, the lesson is clear. The career of the future blends creativity and code. Those who can balance human insight with machine intelligence will be the ones shaping how the world connects, shops, and dreams.

Discussion Questions and Activities

  1. How might AI change the skills companies look for in future marketing hires?
  2. What makes Google’s AI-generated ad successful, or not, from a creative perspective? Watch the ad here. Planning a Quick Getaway?
  3. Should AI be seen as a creative partner, a tool, or a threat in marketing?
  4. How might Generative Engine Optimization affect brand strategy?
  5. Why does emotion still matter when AI can optimize everything else?
  6. AI Brand Test.  Students prompt ChatGPT, Gemini or other AI tool with “What’s the best [product category]?” and analyze which brands appear and why.
  7. Creative Remix.  Student teams design a short campaign using an AI image or video tool, then critique how human creativity shapes the outcome.
  8. CMO for a Day. In groups, students outline how they would reinvent a company’s marketing strategy to balance AI efficiency and emotional storytelling.

Sources:

Schultz, E.J., Neff, Jack (27 Oct 2025), How CMOs are confronting a future defined by AI and reinvention, Association of National Advertisers (ANA). Doerrer, Brandon, Nudd, Tim, (31 Oct 2025) 16 campaigns to know about today, Ad Age. Adame, Christina (29 July 2024) What is Generative Engine Optimization?, Search Engine Land. Wired Consulting (15 October 2025) The New AI Playbook, Wired.

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by | Tuesday, November 18, 2025 · 7:30 am

How Anthropologie Is Redefining Its Brand for Gen Z

What happens when a luxury lifestyle brand becomes the butt of a viral TikTok joke and then turns it into a marketing win? Anthropologie’s playful reaction to the “$1,000 rock” trend did more than earn laughs. It highlighted how the brand has evolved from a millennial favorite to a savvy multi-brand powerhouse resonating with Gen Z.

Under CEO Tricia Smith, Anthropologie has leaned into digital storytelling and self-aware humor to refresh its boho-chic image. When a TikTok user jokingly unboxed a rock she claimed was from Anthropologie, the brand didn’t retreat, it joined in the fun and showed a marketing strategy built on authenticity and agility. Smith’s team had been investing in digital marketing infrastructure to ensure they could respond to viral moments in real time, and it paid off.

Beyond viral content, Anthropologie is reinventing its merchandising and retail strategy. It’s growing a family of sub-brands including Maeve, now its own standalone label, that appeal to younger consumers seeking stylish, versatile pieces at approachable prices. These owned brands now make up 71% of Anthropologie’s business, a signal that private labels can drive both creativity and profit.

The company’s approach shows that modern brand strategy isn’t simply about chasing trends, it’s about building an ecosystem of experiences, products, and stories that evolve alongside the customer. For marketing students, Anthropologie demonstrates how to blend merchandising, brand identity, and digital connection to stay culturally relevant and achieve growth.

Discussion Questions and Activities:

  1. Why was Anthropologie’s humorous TikTok response an effective digital marketing strategy? Watch a video explanation of the rock prank here: https://www.youtube.com/watch?v=wZuCr1v1yj0
  2. Listen to The Fake Anthropologie Rock that Fooled Boyfriends Everywhere on NPR’s All Things Considered. https://www.npr.org/2025/09/26/nx-s1-5553476/the-fake-anthropologie-rock-that-fooled-boyfriends-everywhere
  3. How do sub-brands like Maeve help Anthropologie target new customer segments?
  4. What risks come with relying heavily on private label products?
  5. How does Anthropologie’s in-store experience complement its digital marketing?
  6. What lessons can other brands learn about adapting to generational shifts?
  7. Brand Voice Challenge. Students create sample social media responses for a viral moment involving a brand.
  8. Sub-Brand Strategy Map. Teams design a sub-brand concept for Anthropologie targeting Gen Alpha.
  9. Merchandising Makeover. Groups reimagine an Anthropologie store layout to reflect current Gen Z values (sustainability, inclusivity, experience).

Sources:

Venkat, Mia (26 Sep 2025), The fake Anthropologie rock that fooled boyfriends everywhere, NPR. Waldow, Julia (25 Sep 2025), Anthropologie’s Candan Erenguc on what’s next for Maeve and other owned brands, The Business of Fashion. Milnes, Hilary (29 October), How Anthropologie Conquered Millennial Cringe, Vogue Business.

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by | Monday, November 17, 2025 · 6:35 am

From Kale to Doritos: the “Amazonification” of Whole Foods

When Amazon bought Whole Foods in 2017, it promised not to change what made the grocery chain special – its commitment to natural, organic foods and a high-touch customer experience. Fast-forward eight years, and shoppers can now grab a Pepsi or a bag of Doritos alongside their kombucha and kale. What’s happening here? A fascinating marketing experiment in brand evolution, product strategy, and customer segmentation.

Amazon’s latest moves like testing automated “shop bots” that fetch mainstream snacks at Whole Foods and launching small, urban “Daily Shop” stores, signal a major shift in market positioning. Amazon is betting that it can expand Whole Foods’ customer base by offering both its signature organic products and mass-market favorites. The goal? Increase their 4% share of the $1.1 trillion U.S. grocery market while maintaining the brand equity that made Whole Foods famous.

But this balancing act poses big marketing questions. Can a brand built on purity and purpose also appeal to convenience-driven shoppers looking for quick snacks or grab-and-go meals? Will loyal customers feel betrayed if Pepsi appears next to pressed juice? And what happens when the “Whole Foods experience” becomes more like Amazon’s data-driven, efficiency-focused model?

For Amazon, this strategy isn’t just about groceries, it’s about understanding how brands evolve when they collide with new markets, new technologies, and new expectations. Whether you see it as innovation or brand dilution, Amazon’s “Whole Foods remix” is a case study in how companies adapt or risk being left on the shelf.

Discussion Questions and Activities

  1. How might adding mainstream brands like Pepsi affect Whole Foods’ brand image and customer loyalty?
  2. Which customer segments is Amazon targeting with its new Daily Shop format?
  3. How does technology (like ShopBots and self-checkouts) influence customer experience and brand perception?
  4. What trade-offs exist between maintaining a premium brand identity and increasing market share?
  5. If you were a marketing consultant for Whole Foods, what strategy would you recommend next?
  6. Brand Strategy Map. Create a visual map showing how Whole Foods’ brand identity has shifted since Amazon’s acquisition.
  7. Customer Persona Challenge. Develop two detailed customer personas. Make one a loyal Whole Foods shopper and one new Daily Shop customer. Compare their motivations and expectations.
  8. Mini Field Study. Visit a grocery store or explore online to analyze how product assortment and layout communicate brand positioning. Present your findings in class.

Sources:

Tucker-Smith, Owen (1 Nov. 2025), The Amazonification of Whole Foods Is Finally Here—Bring On the Doritos, Wall Street Journal. Bitter, Alex (31 Oct 2025), I went to Whole Foods’ new small store and saw why it’s a big part of Amazon’s grocery growth plans, Business Insider.

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