Gizel Gomes
Gizel Gomes is a skilled technical writer with a computer science degree, specializing in creating engaging, insightful content for B2B leadership in the tech industry.
The AI Creative Agency Era: How Machine + Human Teams Are Redefining Creative Work
For years, AI quietly upgraded the operational side of work—optimizing workflows, crunching numbers, and automating the boring stuff. Creativity, though? That was considered untouchable. A pure human trait. The machines were helpers, not creators. And the line between humans and technology felt permanent. That line doesn’t exist anymore. But over the last few years, the perception of this line has drastically changed. The creative…
From Nice-to-Have to Must-Have: The Rise of Empathy Marketing in 2026
For years, “compassion” in marketing lived in the same drawer as words like authenticity, purpose, and community. Nice to say, easy to fake! Majorly acting like a soft filter brand pulled out during crises or calendar moments, then quietly put back. However, today brands started to realize “compassion marketing” as part of their daily corporate culture and practices. To stay…
From Ads to Daily Life: How AI Is Rewriting Lifestyle Marketing
In 2025, AI in digital marketing became a normal, regular integral cog of the process, irrespective of the industries. However, Lifestyle marketing is in a different league than others. It has always been about selling aspiration over utility; the vibe, the identity, the “this is me” feeling. Add AI into that equation, and the game changes. This is…
Engagement Is Tanking Everywhere—But It’s Not Your Content. Here’s the Real Tea
Let’s be honest in 2025, we are going through an ugly break up with social media algorithms. One day you get 200 comments on a Reel; the next day, you look at your posts and see three likes and a “sympathy save” from your bestie. It’s easy to take this personally, but here’s the deal:…
Brand Lift in 2026: Why Perception, Not Presence, Decides Who Wins
In 2025, brands spent more money than ever trying to stay visible. U.S. ad spending crossed the $400 billion mark. Result? Noisy feed, AI slop, and constant flooding from brands. And yet, despite the flood, trust continued to erode. Awareness didn’t translate to preference. Reach didn’t guarantee relevance. This is exactly why brand lift stopped being a nice-to-have metric…
The Future of Search Ads: AI Just Broke the Funnel—Now What?
Remember the time when ‘searching’ merely required you to type words into a box to see if Google was able to find your answer? That era is quickly coming to a close. Today, with the use of AI tools like ChatGPT Search, Gemini, Perplexity, and Copilot, as well as the rise of answer-led platforms, the future…
Social Algorithm Reset 2026: How Brands Can Win Organically
It’s incredible how quickly everything changes! In 2024, brands learned the hard way that you needed to pay to be seen on social media. By 2025, everything had changed: platforms went through the “social algorithm reset,”. Users now had significantly more control over what they saw in their feeds; meanwhile, creator communities expanded, safety rules…
Coca-Cola AI Ad Backlash: Why Is the Soda Company Doubling Down?
Coca-Cola is back with its AI Santa and Christmas ads. The backlash surrounding Coca-Cola’s AI ads has intensified this year. The AI-generated “Holiday Magic Is Coming” ad has been making headlines after the soda company released it online. The beverage giant didn’t stop at releasing the ad; they also put out a full behind-the-scenes breakdown…
Is Synthetic Audience an Alternative to Customer Research? Experts Explain
Customer research has got a new magic wand to play with, and it is AI. Yes, the synthetic audience — or you could simply call them AI agents of customer psyche. Imagine your brand plans to introduce a new product, and without reaching the actual target audience, you could secure reactions and feedback from the…
Clicks Don’t Pay the Bills: 8 Performance Marketing Metrics Brands Should Track Now
If marketing had a red-carpet moment, clicks would no longer be the celebrity. They’ve had their era—flashy, easy to track, and universally understood. But when it comes to performance marketing metrics, clicks barely scratch the surface. They don’t reveal if someone cared, converted, or came back again. Over the next few years, most marketers, particularly…