Last week we covered how CMOs keynoting the POSSIBLE conference are integrating AI into their marketing organizations, from streamlining workflows to building synthetic consumer personas. This week we continue our conference coverage with a look at PepsiCo’s probiotic cola rollout, which leveraged Walmart Connect to launch exclusively online and apply the learnings to the official retail launch.

Why are some marketing teams are accelerating while others are stuck proving ROI or in pilots? “The difference isn’t the tools. It’s how AI and human marketers work together,” according to Tom Kaneshige, Chief Content Officer at the CMO Council. He posits how the future belongs to these power partners.

When Lando Norris and Oscar Piastri both made the podium at last Sunday’s Miami Grand Prix, the McLaren team were not the only ones celebrating. Read how Liquid I.V. is doubling down on its alignment with Formula 1 through a new partnership.

To re-energize its underwear marketing, apparel merchant Duluth Trading Company launched a “cheeky” campaign that showcased its latest mascot, the butt-shaped Max Gluteus. Read how the brand doubled its ROAS in the lower funnel through humor.

Lastly, FIFA’s 13-year partnership with Taittinger has helped the family-run Champagne brand modernize and remain dynamic despite its long heritage. President Vitalie Taittinger discusses how an independent champagne house approaches building a global brand and why success — for this brand — is measured in decades rather than quarters.

Until next week,