The ClickZ Digest | TikTok's Humanlike AI-Generated Avatars and Language Dubbing and Anticipated Themes for Cannes Lions 2024

[Subscribe]() | [Forward]() [Logo]() Jun 18, 2024 ClickZ Digest WHAT WE ARE READING MARTECH [Will You Ever Trust a B2B Tech Vendor?]() Trust in business is not quite the same as trust in our personal lives. I think everyone recognizes that. You’ll never trust Salesforce or HubSpot the way you trust your family or your best friend, and I think the people at those companies would whole-heartedly agree on that point. When it comes to trust, the best a B2B tech vendor can hope for is to be where IBM stood when someone coined the phrase, “No one ever got fired for buying IBM.” Trust, in this context, essentially boils down to: “The product is going to work and you aren’t going to get screwed over.” It’s not asking all that much. But we are, as a culture, wired to mistrust our institutions like, say, the government or Google. “Google?” you ask. “Google was one of the few tech brands that made the Morning Consult’s list of most trusted brands in 2024! You’re not wrong. Google did make a list dominated by CPG brands like Band-Aid, Kleenex, Lysol and Clorox. However, the top brands in Morning Consult’s report take a consumer perspective. HUBSPOT [These AI Tools Upped My Productivity, Here's How]() Benjamin Franklin once said, “Lost time is never found again.” While that isn’t exactly the most optimistic quote, it’s unfortunately true. Until scientists figure out time machines or immortality, we’re stuck with adopting methods to remain productive and better use our time. We can’t deny AI's cultural renaissance. It has become a part of everyday workflows and conversations. HubSpot’s AI Proof & Positioning Report found that workers are most concerned about losing their jobs due to AI, and the #1 reason they don’t use AI is because they worry about becoming too reliant on it. MARKETING DIVE [Walmart Signs as Partner for Forbes’ Inaugural Creator Upfronts]() Forbes has partnered with Walmart’s Creator platform for its inaugural Creator Upfronts, according to details shared with Marketing Dive. The publisher’s event is slated to be held Oct. 28-29 in Los Angeles. The upfront is intended to connect marketers with influential creators. Programming will include panel conversations, and dozens of popular creators will take to the stage to pitch attendees. The event could help brands identify social commerce opportunities and comes as influencer marketing grows. The move could also boost Walmart Creator, which launched in 2023 as a one-stop portal for creators to monetize shoppable products from the retail giant. SOCIAL MEDIA TODAY [Dunkin’ Readies Celeb-Heavy ‘Intern’ Class For Summer of Culture Plays]() Dunkin’ on Monday (June 17) launched a summer campaign that features actor Will Arnett and content creator Corporate Natalie as the leaders of a class of “Dunkin’Tern” creators, per details shared with Marketing Dive. Content creators from the worlds of music, food, fashion, gaming and beyond will debut “projects” that promote the chain’s Iced Coffee, Dunkin’ Refreshers and Sparkd’ Energy products this summer. The rollout includes a 30-second hero ad and four creator-specific 15-second spots. The campaign is the latest work stemming from Dunkin’s partnership with Ben Affleck and Matt Damon’s Artists Equity and demonstrates how the brand is continuing to engage with consumers around pop culture following its popular “DunKings” Super Bowl spot. THE DRUM [TikTok Debuts Humanlike AI-Generated Avatars & Language Dubbing for Brands & Creators]() The video-sharing app, which is embroiled in a legal battle with the US government over its right to operate in the US, is forging further into AI advertising, undeterred. TikTok, the video-sharing platform with over a billion monthly active users, today unveiled new AI-powered tools for advertisers, including digital avatars and dubbing capabilities designed to translate branded messages into different languages across the globe. The announcement was made at the Cannes Lions International Festival of Creativity. TOP VOICES INSIGHT FROM DANNY HOLMES [What Themes Are We Anticipating for Cannes Lions 2024]() Aside from the inevitable and mandatory chat on the rise of AI, here are some further key talking points, trends, and themes of interest. As a consulting lead at Experian, working closely with brands, agencies, and AdTech platforms, I'm particularly looking forward to exploring these topics: Embracing a cookieless future, the rise of retail media networks (RMNs), prioritising data privacy, the growing influence of connected TV (CTV), and summer sports marketing campaigns in 2024. WHAT WE ARE LISTENING TO CMO HUDDLES [Cultivating Champions: The Impact Player’s Playbook]() CMOs face immense pressure to drive growth and deliver results, often with limited resources. To succeed, they need laser focus, courage, and a formidable team. Enter, the impact player. In this riveting episode, Liz Wiseman offers deep insights from her popular book, Impact Players: How to Take the Lead, Play Bigger, and Multiply Your Impact. Tune in as Liz details the five key practices that differentiate impact players from ordinary contributors, discussing how CMOs can amplify their own impact, while nurturing high-caliber talent. 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