Insurance brand Aflac is in the midst of a company-wide generative AI pilot, across marketing, claims, finance and legal departments. But as the six-month program progresses, it’s challenging the team to balance automation and empathy, particularly when dealing with sensitive issues like first-time medical diagnoses. We look at how Aflac integrates AI into customer service — and when it chooses to lead with a human touch.

Sleep app Rest, co-founded by Podcast App creator Martin Siniawski, is reaching out to potential users when they’re most in need of the app: in the wee hours as they scroll social media while battling insomnia. And they're leveraging creators to do it. Read how the Rest team collaborated with content creators to hijack TikTok Shop broadcasts as part of the brand’s first true awareness campaign.

Sausage company Johnsonville just launched a new product: a Dr Pepper-inspired sausage, available in both fresh and smoked, pre-cooked varieties. The brand’s goal was to create an intentionally divisive product that would spark a playful, “low-stakes disagreement” as part of its larger goal of building community, according to Johnsonville’s VP of Marketing Jamie Schmelzer. Here’s how the brand approached Dr Pepper to bless the collab — and how the internet reacted.

Lastly, Nikon’s recent pop-up at SXSW catered to experienced photographers and creators seeking to “test drive” a product before purchasing. We spoke with Kristen Pritchett, Nikon’s Marketing Events and Experiential Manager, about the brand’s in-person marketing strategy designed to improve consideration and drive loyalty down the road.

Until next week,