Some 13,000 marketing and sales leaders convened at HubSpot’s Unbound conference this week to discuss strategies for securing AI visibility. With the majority of buyers initiating queries within AI tools instead of traditional search engines or brand websites, it’s critical for companies to show up there — and to show up favorably.

In a session with OpenAI’s monetization partnerships team, Dawn Dawson, CMO at Mortgage Solutions Financial, shared how she’s using ChatGPT ads to both educate consumers and build trust amid a long and arduous decision process. Read about her team’s early results and her best advice for CMOs interested in experimenting with ads in AI answer engines.

At sneakers and streetwear brand Snipes, marketing starts with culture and community, according to CMO Kelley Walton. In this Q&A, she explains why creative and performance don’t have to be at odds, how creators can be both partners and media channels, and why CMOs need to “loosen up the reins” to let younger consumers participate in the brand.

The UPS Store franchise, comprised of 5,600 retail locations, recently launched a campaign featuring its first-ever brand character, Blu, who symbolizes a UPS Store employee committed to helping small-business owners. Michelle Van Slyke, The UPS Store’s Senior Vice President of Marketing and Sales, shares why she believes characters resonate with its target demographic.

Wine brand Bota Box knows that football fans are more likely to pair chicken wings with beer — but its latest marketing initiatives are focused on convincing consumers to grab a glass of wine instead. Brand Portfolio Director Mary Wachowicz dishes on the details, which include a recipe contest, sampling and a college football tailgate tour.

Lastly, marketing campaigns featuring athletes are ubiquitous. So for a promotion tied to the kickoff of college football season, Dairy Queen opted to highlight team mascots instead. Becky Felling, Vice President of Marketing at American Dairy Queen, shares the campaign strategy and how the brand plans to gauge its success.

Until next week,