[Marketing Week] Bob Koigi: AI rewrites brand visibility

With AI shaping purchase decisions, brands must win over algorithms as well as consumers

For decades, digital marketing has been built on direct communication between brands and consumers through advertising, search, websites and social media. AI-powered assistants are beginning to change that model.

As consumers increasingly rely on AI for recommendations, product comparisons and purchase decisions, brands must market not only to people but also to the algorithms shaping those choices. This emerging "Agentic Web" is driving the rise of Business-to-Agent (B2A) marketing, where visibility depends on how well AI systems can understand and recommend a brand.

The shift is already visible through zero-click searches, AI-generated answers and conversational interfaces that reduce direct interactions with brand-owned channels. As a result, structured data, consistent messaging and AI-ready content are becoming as important as creativity and storytelling.

The implication is significant: future competitive advantage may depend less on owning data and more on being easy for AI systems to access, interpret and trust. For marketers, the next battle for consumer attention could be won long before a customer sees an advert.

Campaigns of the week

Heineken has unveiled the latest chapter of its Fans Have More Friends platform, developed with creative agency LePub, by transforming one of the most isolated seats at the UEFA Champions League Final into a shared football experience.

Chelsea FC has unveiled its 2026/27 home kit alongside Can't Tame Us, a global marketing campaign developed by creative agency TILL DAWN and based on a strategy created by brand consultancy ICONIC.

Greenpeace International has released SLAPP Suit, a short film aiming to raise awareness of Strategic Lawsuits Against Public Participation (SLAPPs) and their impact on activists, journalists and civil society organisations.

Agencies and accounts

WPP has established a dedicated communications and strategy operation for Natura, bringing together creative, media and production services under a single structure.

Workwear brand Dickies has appointed social-first agency SAMY to lead its social media strategy across Europe.

Howatson+Company has been appointed creative agency of record for SharkNinja Pty. Ltd. in Australia and New Zealand.

Appointments

Publicis Groupe has appointed Javier Campopiano as Chief Creative Officer for Leo Constellation Americas and Iberia.

Mastercard has appointed Majken Nielsen as Senior Vice President of Marketing and Communications for Northern Europe, strengthening its regional leadership team across the market.

Edelman has appointed Kenny Gold as Global Chief Creator Officer, a move that underscores the firm's focus on creator-led marketing.

Other major news of the week

When PAKT acquired PEEK Creative Studios in 2019, the ambition was never just to add another production company to the group.

Marketing Report has been attending SXSW London this week and spoke to Jeff Bowerman and Ali McClintock of DEPT about the Growth Invention proposition.

Unilever plans to establish a global innovation centre in New Haven, Connecticut, bringing together research and development capabilities for its beauty, wellbeing and personal care brands.

Bob Koigi is the editor-in-chief of Marketing Report.One

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