January Marketing Rundown: 6 Must-Know Stories That Shaped the Month

The first month of 2026 has ended, yet brands and markets are still rolling out new strategies, creative directions, insights, and product developments. 

Major cultural moments are approaching, including the Big Game and the 2026 Winter Olympics. At the same time, AI integration across marketing and creative workflows is beginning to influence consumer trust and brand perception. The long-term impact on trust and sustainability remains to be seen. 

January may be only the opening chapter, but it already offers a clear signal of what lies ahead. With that context, here’s a look at the key stories from January that shaped the month. 

Budweiser Marks 150th Anniversary With ‘American Icons’ Super Bowl Advertisement

Budweiser is marking its 150th anniversary with a national television spot titled “American Icons,” set to air during Super Bowl LX on February 8, 2026. The 60-second commercial features the brand’s Clydesdale horse and a bald eagle, both long-standing American symbols. The narrative follows their relationship from youth to maturity.

The commercial is directed by Emmy-nominated filmmaker Henry-Alex Rubin and concludes with the eagle taking flight.

Budweiser says the creative reflects resilience, continuity, and the brand’s deep-rooted presence in the United States. The campaign timing also aligns with the country’s upcoming 250th anniversary of independence.

The ad will debut nationally during the Super Bowl broadcast and forms part of Budweiser’s broader “Made of America” campaign.

US TikTok Faces Backlash as App Uninstallations Surge ~150%

TikTok is experiencing a significant uptick in uninstallations by users in the United States, with daily removals jumping roughly 150 percent. Over a recent five-day period compared to the prior three months, according to market analytics cited by CNBC and Sensor Tower data. 

The surge follows the completion of a U.S. ownership transition, intended to address national security and regulatory concerns. The change triggered an in-app prompt requiring users to accept updated privacy terms. These terms explicitly reference the collection of citizenship status, racial or ethnic origin, sexual orientation.  

In addition to privacy concerns, users and creators reported technical issues after the transition, including algorithm resets and upload errors. Several alternative social platforms such as UpScrolled have seen increased downloads as some TikTok users seek alternatives. 

Threads Overtakes X in Users but Struggles to Attract Advertisers 

Meta’s text-based social platform Threads has surpassed Elon Musk’s X in daily mobile users, signaling a shift in the social media landscape. Independent data from Similarweb and other analytics firms show Threads has moved ahead of X in global daily active mobile users in recent months.

Meta reports more than 400 million monthly active users on Threads, while X continues to post slower growth.

Despite this user momentum, Threads continues to lag behind X in advertising revenue and brand adoption. Monetization remains a critical challenge for the platform’s long-term sustainability.

Industry analysts note that Threads benefits from deep integration within Meta’s broader ecosystem. However, its advertising infrastructure and advertiser confidence are still developing.

This has limited Threads’ immediate impact on the global digital advertising market.

Survey Finds AI Skills Have Zero Salary Impact for 82% of Marketers

A recent “2025 B2B Tech Marketing Salary & AI Career Impact Survey” reveals that a substantial majority of B2B marketers in the US and abroad report no measurable salary benefit from AI skills. 

Approximately 82 percent of respondents say their ability to use AI has not resulted in a raise or pay bump, underscoring a disconnect between workplace AI integration and personal compensation.  

A significant portion, around 70 percent, are self-funding their AI upskilling efforts, often outside employer support. Survey respondents indicate employers benefit from AI-driven productivity gains and cost reductions, but compensation frameworks have yet to adjust accordingly for individual contributors.  

The findings point to a labor market where AI proficiency is becoming standard operational practice, but monetary rewards for that expertise lag behind organizational gains. 

Serena Williams to Star in GLP-1 Serum Ad During Super Bowl LX Broadcast

Serena Williams will appear in a Super Bowl LX commercial promoting GLP-1 weight-loss treatments. 
The ad is backed by telehealth company Ro and will air during the Feb. 8 broadcast. The 30-second spot focuses on Williams’ personal health journey after using GLP-1 medication. 

The campaign highlights metabolic health benefits beyond weight loss, including joint and blood sugar improvements. 

This marks Ro’s first Super Bowl advertising push as demand for GLP-1 drugs accelerates. 
The campaign will extend across TV, digital, and out-of-home placements following the game. 

Williams partnered with Ro in 2025 and continues to feature in its national marketing efforts. 

OpenAI Expected to Run a Second Consecutive Super Bowl Ad Spot

OpenAI is set to air a Super Bowl commercial for the second year in a row during Super Bowl LX on Feb. 8, 2026, according to the Wall Street Journal. 

The company plans a 60-second spot on NBC, continuing its high-profile marketing push for ChatGPT and related AI offerings. Last year marked OpenAI’s first Super Bowl ad, which positioned ChatGPT alongside major innovations in human history. 

Industry observers say the repeat buy reflects intensifying competition in the AI market, with rivals like Google’s Gemini and Anthropic’s Claude increasing both advertising and product visibility. 

The forthcoming commercial is expected to shift focus toward everyday uses of ChatGPT to build broader consumer trust, though full creative details and exact airing quarter have not yet been disclosed.