The U.S. government thought it could strongarm TikTok into selling to an American company, but TikTok called its bluff. Maybe a sale will still happen, but the recent drama only signals the immense value of the platform. 

Yet TikTok’s monetary value is the least of it. The true power of social platforms today lies in their ability to shape the narrative, influence the zeitgeist, and set the trends. And yeah, on TikTok most of those trends involve cats, or silly dances, or cats doing silly dances, but the power to impact culture is what’s really at stake.  

Before TikTok, there was Television 

Television used to hold that power. Malcolm Gladwell brings two examples in his latest book “Revenge of the Tipping Point”. He posits that “The Holocaust” TV series on NBC in 1978 (watched by 120 million Americans) brought that event, and the term itself, into the collective consciousness and directly led to the establishment of museums throughout the country. Similarly, “Will & Grace” which ran for 8 seasons starting in 1998 (246 episodes, watched by 10-18 million Americans each) catapulted gay marriage from an issue that even advocates thought was decades off, to the standard across all 50 states less then 10 years after the series ended.  

Television has, of course, fragmented since that time, and in a way that would be wholly unrecognizable to the audience of 1978. The top TV show this month is Chicago Med with 6 million viewers. Long gone are the days of 120 million viewers. But you know what 170 million Americans spend an average of an hour a day watching in 2025? TikTok. Of course they aren’t all watching the same thing, but it’s not all dancing cats either. According to Pew Research, 39% of adults under 30 say they regularly get news from TikTok. 

Malcolm Gladwell uses the term “overstory” to describe a meta-narrative that shapes how people think and behave. Theoretically, whoever controls TikTok and the other massive social platforms can impact how stories are created and spread, and that can have a powerful influence on society. Overstories can shape how people think about the world.

But why the term “overstory”? It’s a metaphor referring to the highest layer of tree-canopy coverage, “way up in the air, in many cases outside our awareness”. And that’s why it is so powerful. Look no further than the fact that Chinese App “RedNote” hit #1 in the app store this week. The true impact these platforms can have is “way up in the air”, the overstory, outside of most Americans’ awareness. 

But much like television, and more recently, podcasts and streaming services, the fragmentation will also come to social media – hastened by the threat, and momentary reality, of the TikTok ban. Trump realized this and threw his hat in the ring with Truth Social. The slow devolving of Twitter has led to Threads, Bluesky, Mastodon, etc. On the photo and video side, YouTube Shorts, Lemon8, Neptune, Flashes, etc. are all vying for user attention. 

What Social Media Fragmentation Means for Your Brand’s Social Strategy 

We stand on the precipice of this inevitable social media fragmentation, a new tipping point, if you will. It will lead to the rise of more specialized platforms catering to distinct audiences. We’ll see more dedicated spaces for communities centered around particular interests, hobbies, and ideologies, and potentially even open-source social spaces (Bluesky, Mastodon and Pixelfed as examples). For smart brands, one-size-fits-all content has already evolved into platform-specific strategies, but the future will require an even more nuanced approach.

This will make social strategy more complex, but also more necessary. Much like paid media channels, it will become more about putting the right message in the right place to reach the right audience, instead of just programming content for the same 3-5 social channels for every brand. 

Therefore, audience targeting will become more crucial, requiring a deep understanding of each platform’s user base and culture. Niche platforms will undoubtedly each develop their own unique tone, style and engagement practices. Brands will need to craft messages that resonate authentically in a specific context. But this same fragmentation will offer opportunities to engage more deeply and build stronger connections. Let this tipping point be a call to brands to dive deeper into social strategy and understanding. 

While the potential TikTok ban has accelerated social media’s fragmentation, it is by no means the only driver in a race to impact, and even control, the overstory. The battle to shape the norms and narratives that influence the behavior of Americans is being waged now, and brands should pay attention.  

The rapid evolution of artificial intelligence is transforming industries, reshaping workflows, and redefining leadership. While AI promises innovation and efficiency, it also brings challenges that require ethical, inclusive, and purpose-driven leadership to navigate. 

Women leaders are emerging as pivotal to this transformation, driving responsible AI adoption, fostering creativity, and ensuring technology serves a greater purpose. At this critical moment, women have an opportunity—and a responsibility—to step forward and shape AI’s future. 

I recently had the incredible opportunity to join the She Leads AI: Leading Change at Critical Moments event as a panelist. The event brought together powerful voices and experiences that showcased the courage, leadership, and perseverance women bring to this unprecedented moment in AI. If you’re a woman looking to blaze your own trail in AI or technology, seeking empowerment, or if you’re anyone looking for the inspiration to take a bold step forward, this event delivered the perfect level of motivation and momentum. Read on for my key takeaways and insights from this incredible event. 

Why Women Leaders Matter in AI Transformation 

AI is more than a technological shift; it’s a societal transformation on par with the internet or the industrial revolution – even the invention of fire!   It requires leaders who are empathetic, strategic, and collaborative—traits women consistently demonstrate in leadership roles. 

When panelists were asked, “Why women?”—why women are so essential to this movement and this moment—I shared one of my favorite studies. A 2019 McKinsey report identified five critical leadership traits for future success: inspiration, participative decision-making, setting expectations and rewards, people development, and role modeling. Women were found to demonstrate these traits more consistently than men.  These traits are exactly what organizations need to lead transformation today—leadership that prioritizes people first. 

Trust Yourself: There Are No Experts—Just Leaders 

Generative AI is new to everyone. No one has mastered it all yet, and this fact is freeing. At this moment, there’s no space for “imposter syndrome”—something that women experience more often than men (Psychology Today). AI is evolving too quickly, and the stakes are too high. 

We cannot let this moment pass without stepping up. This is a unique moment where everyone is learning, and there’s no time to hold back due to imposter syndrome. AI’s impact is being defined in real time, and your leadership, perspective, and voice are essential to ensuring it is shaped for the better. 

Jennifer Ives, Vice President of Artificial Intelligence & Modernizing Government at the Partnership for Public Service, perfectly captured the urgency: 

“Women are falling behind in the world of AI, five to nine times faster than men are adopting it. This cannot happen.” “Everything is up for grabs at the moment. Do not assume someone else knows more than you. Have a voice. Do not say, ‘That’s for someone else.’” 

Stories That Inspire: Women Leading Change 

At the event, I had the privilege of hearing stories from women leaders who are transforming workflows and leading teams through AI-driven change. Their advice was simple but powerful: 

• Start small: Identify a single process where AI can make an impact. Ann McCrackin, Founder of AI-Enabled Attorney LLC and Adjunct Law Professor at UNH Franklin Pierce Law Center, reminded us:  “Don’t forget about the simple day-to-day tasks and the way AI tools can help you. It doesn’t have to be about the big, flashy AI tools—start where you are and build from there.” 

• Build momentum with small wins: Use early successes to build momentum. Paige Lord, Founder & CEO of Just AI Media, reinforced this:  “Great technological and human breakthroughs often begin with really small, courageous, seemingly insignificant acts of imagination.” 

• Support others along the way: Empower your peers to step into leadership roles. Reflecting on my own experience, I shared that my own spark was supported and encouraged by many other women in the space.  That encouraged set me off on my path and ignited everything for me.   

The power of mentorship and collaboration is transformative. When we lift each other up, we lift the entire team and organization. 

Why Now Is the Moment  

AI’s role in business and society is being defined right now. The transformation is happening now. Women have a unique opportunity to guide its trajectory and ensure it solves problems rather than perpetuates them.  

As Melissa Brown, People Strategist and Thought Leader at Holland & Hart LLC,  said: 

• “We are not witnessing change; we have the opportunity to be a part of it.” 
• Louisa Fernanda Molano, founder of HERlocity, captured this sense of urgency: 
• “It is not an accident that you were born for this moment in time. You were made for this.” 

The organizations that thrive in this new era will embrace purpose-driven leadership that prioritizes inclusion, ethics, and creativity. 

Leading the Way Forward 

How we choose to lead in this moment will determine whether it benefits our businesses, teams, and society as a whole. The insights and inspiration shared at She Leads AI reinforced a simple truth: leadership isn’t about having all the answers—it’s about showing up, learning, and moving forward with purpose and courage. 

At Mod Op, we have a tremendous opportunity to help our clients navigate this AI era with confidence, creativity, and responsibility. Whether you’re driving campaigns, building strategies, or solving challenges for your teams, your voice, your ideas, and your leadership matter—and they are needed now more than ever. 

AI may be redefining the future, but it’s leaders like you who will determine what that future looks like. Let’s lead the way forward together. 

If you’re ready to take action, join the conversation, and explore how AI can deliver results for your clients and teams, Mod Op is here to support you every step of the way.  Together, we can make this transformative moment one that drives impact, innovation, and opportunity for all. 

ChatGPT, the language model developed by OpenAI, has quickly become a familiar tool for many marketers. By now, you and your team have likely either experimented with ChatGPT or another popular large language model (LLM) like Google’s Gemini, Bing AI, Anthropic, Jasper AI or Microsoft CoPilot (which helped me draft this blog post).  

LLMs like ChatGPT are transforming the way teams approach content creation, customer interaction, and data analysis. This technology has even seeped into the marketing creative process. 

In this blog series, we’re looking at the synergy between AI and human creativity, focusing on how tools like ChatGPT can fuel and enhance creative processes rather than replace them. It’s a series made possible by Mod Op’s AI Playground — an initiative designed to fast-track innovation by allowing team members to experiment with new AI tools quickly and responsibly. If someone finds a promising app, they can submit it. If the application passes our rigorous AI risk and compliance framework, the IT team will assist in setting up a 90-day evaluation period, during which users provide insights on the app’s value. This process aims to enhance skills, extract value faster, and identify any limitations of the tools. 

As you might imagine, ChatGPT, which is used across teams and marketing disciplines at Mod Op, was one of the first apps to hit our AI Playground. 

16 Applications of ChatGPT in Marketing 

 With over 400 specialists and marketing services ranging from brand positioning and advertising to data analysis and domestication, our team touches nearly every facet of marketing. We’re perfectly positioned to test how this multifaceted tool can be applied to all different types of marketing services and specializations.   

Just getting started with AI? Here are 16 easy ways that marketers can use ChatGPT: 

1. Email subject line and preheader
   Use ChatGPT to craft compelling email subject lines and preheaders that capture attention and drive open rates.
    
2. Ideation and email copy rough drafts
   Use ChatGPT to brainstorm fresh ideas and draft preliminary email copies that capture your target audience’s attention.
    
3. Social ad/post copy ideation and rough drafts
   Leverage ChatGPT to brainstorm and create initial drafts for social media ads and posts, ensuring your copy is engaging and tailored to your audience.
    
4. Meta description drafts
   Use ChatGPT to analyze your content and generate concise, keyword-rich meta descriptions, but be mindful of SEO best practices. As Mod Op’s SEO Director Garreth Cunningham cautions, “I wouldn’t recommend using ChatGPT to do meta descriptions in a vacuum. Things I would keep in mind when using GPT, are things like the keyword strategy/data, cannibalization and any new/updated information architecture requirements.”
    
5. Drafting image alt text
   Drafting image alt text is crucial for both accessibility and SEO, as it ensures that content is accessible to all users, including those with visual impairments, and helps search engines understand the context of images. ChatGPT can be used to craft clear, descriptive, and concise alt text that accurately represents the image content, enhancing the overall user experience and improving search engine rankings.
    
6. Concept ideation for digital campaigns
   ChatGPT can be used to brainstorm and develop concepts for digital campaigns. You can provide ChatGPT with information about your target audience, campaign goals, and brand messaging. The model can then generate a variety of campaign ideas, including potential themes, slogans, and visual concepts
    
7. Research summarizing
   With human oversight, ChatGPT can analyze lengthy research reports, articles, and market data to provide concise summaries of key findings and insights.
    
8. Extracting the best quotes from audio/video transcripts 
   Consider using ChatGPT parse audio or video transcripts to extract the best quotes for use in written marketing materials. “I use ChatGPT to extract the best quotes from transcripts of Mod Op’s Leader Generation podcast,” shares Mod Op Director of Copywriting Cheryl Boehm, “It saves me time from reading through transcripts myself or re-listening to 30 minutes of audio.”
    
9. Writing YouTube Title/Description from a transcript
   Just as ChatGPT can extract quotes from audio or video transcripts, it can also be used to develop optimized titles and written descriptions. By sharing your keyword research with the LLM, you can further enhance its ability to generate titles and descriptions that are tailored to YouTube’s algorithm.
    
10. Code development and optimization
    As Mod Op VP of Digital Experience and Technology Fabio Fiss shares, our team “frequently uses ChatGPT for coding tasks, including writing scripts, optimizing code snippets, and rewriting statements to make them more efficient. It’s often utilized for generating quick solutions or guidelines, such as PHP database calls or JavaScript functions.”
     
11. Debugging and troubleshooting
    “ChatGPT is valuable for troubleshooting, especially when developers need to understand errors or generate explanations for unexpected behaviors.” shared Fabio. “It serves as a first line of inquiry to identify potential causes or offer starting points for debugging.”

    This is also a top use case for those executing paid channel marketing. “ChatGPT has been a helpful resource for our team in navigating platforms like GA4 and Google Tag Manager,” says Hannah Woodham, VP Paid Channel Marketing at Mod Op. “Whether it’s debugging tracking issues or troubleshooting complex configurations, it serves as a responsive and reliable resource, helping us resolve challenges quickly and stay focused on driving results for our clients.”

12. Data generation and testing
    “ChatGPT simplifies the creation of test data by generating dummy datasets and mock responses” shared Fabio, “This feature helps streamline the testing process, allowing the team to quickly simulate various scenarios.”

    He goes on to share that “Developers also find it useful for generating structured data in different formats (e.g., JSON, XML), which can be used in unit tests or integration tests. This capability significantly reduces the time spent manually creating test cases.”
     

13. Guides and documentation
    Marketers, including those working in areas like digital experience (DX) or product marketing, can leverage ChatGPT to create comprehensive guides and documentation, streamlining the process and enhancing user support.
     
14. Coding and search ideation
    ChatGPT can be a valuable resource for both coding and search ideation. It can generate code snippets and explain code concepts. Additionally, ChatGPT can assist with brainstorming search topics, finding relevant keywords, and refining search queries.

    “Ideation is an application of ChatGPT I hear frequently across our agency,” shared Patty Parobek, VP of AI and Machine Learning Transformation Change at Mod Op. “For example, as we’re digging into niche industries, we can use ChatGPT to help us explain terms in simple ways and ideate search keywords from a searcher standpoint. That’s helpful for our SEO and paid search teams, as well as others who are working on projects digital experience or user experience.”
     

15. Press release ideation and rough drafts
    “ChatGPT is effective for press release ideation and drafting due to its speed and ability to generate structured content based on specified prompts and some background details,” said VP PR Sasha Dookhoo, “It can provide foundational drafts, suggest headlines, and explore different story angles.”
     
16. Tailoring media pitches to journalists and media outlets
    With a media pitch and a little bit of information about the journalist or outlet they’re looking to target, PR professionals can use ChatGPT to tailor pitches to better resonate with their intended recipient. 
     

A word about AI Responsible Use: According to ISACA, only about 10% of organizations have formal policies in place specifically for generative AI. At Mod Op, we’re committed to earning and keeping our clients’ trust by leading the way in responsible AI use. As part of our AI Playground and formal AI application evaluations, we assess risk levels based on four key categories — data protection and privacy, security and compliance, legal and ownership, and ethical considerations — to inform application responsible use and controls. Only tools that can meet our rigorous risk framework threshold make it into our AI Playground, and of these tools only those with explicit client consent can be utilized for proprietary client data or in client deliverables.   

Want to learn more about Mod Op’s work in AI? Visit The AI Edge to explore our AI-powered solutions and how we’re helping our clients navigate their own AI adoption journeys.  

The new year is a natural time for reflection — which campaigns moved the needle, how did marketing trends turn plans on their head, and where did KPIs shift? 2025 offers a fresh perspective and a chance to consider and prepare for what lies ahead.

We asked leaders across Mod Op to share their predictions for what’s to come in 2025. They offered thoughts on the unexpected impact of AI, the Ripple effects on media and culture, and everything in between.

Here are the most significant marketing trends we believe will drive business in the coming year.  

Demand for ROI on AI will Drive Data Quality Improvements and Raise the Bar for Talent  

AI startups and powerful AI apps are booming. But without quality data and targeted upskilling, businesses that plan to use AI to drive growth will fall short. As CEOs and boards demand measurable ROI on AI, two issues—data quality and the right talent —will become critical. Short-sighted companies may cut staff to lower costs, relying on AI in isolated roles, but this approach leads to stagnation. Productivity gains alone don’t equal customer value.  

In contrast, forward-looking companies will invest in department-specific training and data strategies to scale AI’s impact across the organization. They recognize that ad hoc AI use is not a growth strategy. To achieve lasting gains, these companies are building continuous testing and feedback loops to identify where and how they can leverage AI to deliver incredible customer value that reflects their brand, their vision and their commitment to those they serve. 

Tessa Burg
CTO
 

We’ll Push the Limits of AI (While Keeping the Value of Human Creativity) 

And so, it’s begun… the era of clients saying, “Can you just have AI do that?” And it’s often about things that AI can’t do. Next year will be a huge one for clients (and agencies) learning about the limits of AI and exactly how much human input is still needed, despite the advances made. Of course, since it’s AI, everything will change by the end of next year. But, hey, if you don’t love and embrace permanent change, you’re probably in the wrong business. 

Steve O’Connell
Co-Chief Creative Officer
 

Flexible LED Screens Technology, Virtual Environments, AI and AR/VR Will Drive Changes in Experiential Content  

As we approach 2025, I’m seeing dramatic trends in the experiential content space.  The most exciting ones include the emergence of flexible LED screen technologies, the rise of virtual environments, AI powered content production, and immersive/responsive, multi-sensory experiences using AR/VR and AI-powered XR. All these technologies will personalize consumer engagement and get a piece of marketing department spend.     

Flexible LED screen technology allows creatives to bend screens and content to their will. The Sphere in Las Vegas and immersive art exhibits are just the start. AI powered creative tools will help content creators lean into programmatic generative content production that once was the exclusive proprietary solution of artists like Refik Anadol.  

In 2025 we will see more multi-sensory virtual tour experiences that allow users to interact with museum exhibits, historical figures or the artwork itself. We will see more data integrated into live content production and events. This will allow the immersive experiences to adapt in real-time, creating personalized experiences for the customer.   

As the digital and physical worlds blend, we see more brands incorporating AR/VR and AI to engage and personalize experiences. Examples include AR/VR in retail where customers are virtually trying on clothing.  Or AI powered personal trainers helping consumers stay fit. We will also expand the use of augmented reality in sporting events where the live AR overlays will become commonplace. 

2025 will be a year where we get more comfortable with the new AI tools creatives have at their disposal. Experiences that are real-time responsive are going to be the norm. And consumers will expect AI tools to help them stay fit, see art in a new way and experience the power of technology. 

Mark Bennett
EVP, Creative Studio 

Brand World Will Become More Prominent  

The idea of a ‘brand world‘ will become more prominent, where all aspects of a brand’s visual and experiential elements are unified. This includes packaging, advertising, digital experiences, and in-store displays, creating a cohesive and immersive brand experience.   

Philip Congello
EVP, Client Success 

We’ll See a Renewed Demand for Human Oversight and Authenticity 

This is a big one for me: I think in 2025, maybe late 2025, there will be a big pendulum swing back to ensuring human in the loop and human authenticity.  I think over-reliance on GenAI in companies with broad access to ChatGPT, etc, will lead to mistakes and ethical concerns, and that will spark a renewed focus on human oversight, authenticity, and human in the loop/QA in marketing.  At the same time, we’ll be craving human experiences with all the AI noise.  AND as automation and AI streamline many marketing tasks, PR, branding, and human experiential marketing will become critical investment channels for visibility and connection. 

Patty Parobek
VP, AI Transformation 

Authenticity Will Help Savvy Marketers Cut Through the Noise 

If content is king, authenticity wears the crown!   

Generating content has become much easier in the past decade, with the latest AI tools taking things to the next level. While this has opened doors for many brands, the negative side effect is content oversaturation and, at times, mediocrity. To fight through the noise, authenticity will be key: know your voice and own it, in every channel, if you want to make an impact with your target audience.   

Christina Phillips
VP, Account Director  

We’ll See an Emphasis on Small Data  

Small data is poised to shine in 2025. We’ll see proof  that quality over quantity matters for market research data sets, for several reasons:  

Small data is agile – the ability to quickly collect and process small data sets means that results are available sooner, leading to faster outcomes and decisions. This nimbleness is critical in today’s accelerated business environment where companies need to rapidly adapt to changing market conditions. Businesses that embrace data-driven decision-making are 5x more likely to make faster decisions, giving them a competitive edge.  

Small data leads to actionable insights. By focusing on specific customer preferences and behaviors, small data enables businesses to make informed decisions based on precise, relevant information rather than broad generalizations. In fact, 38% of customer experience leaders want to improve the actionability of customer feedback and metrics.    

Small data is cost-effective – small data sets require fewer resources, whether considering the cost to collect the data or analyst hours to make sense of it. Budget is almost always a factor, so why not consider an efficient option when appropriate? 

The growing recognition that large data sets don’t always lead to better insights is driving the current shift towards small data. Sometimes, more respondents can magnify inherent biases rather than adding clarity. Small data’s focused approach can provide relevant and accurate insights. In 2025, remember that small and mighty can often save the day. 

Lauren Schmidt
Senior Director of Market Research and Strategy   

As for me, I believe the prevalence of niche communities means that marketers will no longer be able to bank on mega campaigns or singular tentpole marketing events. 360 campaigns will become more essential, and in some cases, marketers will have to prioritize which customers to target, when and where, excluding secondary or low-value customers from their targeting.

The trend of media fragmentation is nothing new; we’ve seen it time and again — with cable TV in the ‘80s and ‘90s and again with the rise of social media platforms like Facebook, Twitter, and YouTube in the early 2000s — and I feel we may be at another inflection point. As AXIOS co-founders Mike Allen and Jim VandeHei put it this fall, the big media era is over. We need to be prepared for what that means as marketers.   

What marketing trends do you expect to see dominate 2025? Connect with Mod Op on LinkedIn to share your thoughts. 

In my previous post, “Becoming Digital: Technology Comes Last,” I talked about a common misconception: companies often believe that digital transformation is all about technology. Yet technology should be the last thing on your mind when you begin planning a digital transformation. To be successful, digital transformation needs to start with a deep understanding of your customers and their met and unmet needs. 

The Outside-In Approach 

At Mod Op Strategic Consulting, we call this an “outside-in approach.” The point is that digital transformation isn’t just about implementing new technologies—it’s a mindset shift that places the customer at the center of everything you do. 

Instead of focusing on internal processes and technologies, an outside-in approach starts by understanding your customer’s journey, pain points, and expectations. This allows you to identify the true value drivers for your business and make strategic investments that will deliver real results for your customers and your bottom line. 

Why is the Outside-In Approach So Powerful? 

In today’s digital landscape, customer expectations have changed dramatically. Customers are accustomed to seamless, personalized experiences, and they expect the companies they do business with to provide the same level of service they receive from companies that they work with in their personal lives, like Amazon and Uber. 

Failing to adapt to these expectations can have serious consequences, leading to customer churn, decreased revenue, and ultimately, obsolescence in the market. 

An outside-in approach helps you avoid these pitfalls by: 

• Ensuring that your digital strategy is aligned with customer needs. 
• Identifying opportunities to improve the customer experience. 
• Prioritizing investments in areas that will deliver the greatest value to your customers. 

How to Implement an Outside-In Approach 

The first step is to gather direct feedback from your customers. This can be done through interviews, surveys, focus groups, and other methods. 

The key is to ask the right questions: 

• What are your biggest challenges when doing business with us? 
• What are your expectations for a digital experience? 
• What features or services would make your life easier? 

The insights gained from this feedback will be invaluable in shaping a digital transformation strategy. They will help: 

• Identify the areas where you need to improve 
• Develop new products and services that meet your customers’ needs 
• Make informed decisions about technology investments 

Remember, digital transformation is a journey, not a destination. By adopting an outside-in approach and continuously seeking feedback from customers, you can ensure that your business remains relevant, competitive, and customer-centric in the ever-evolving digital landscape.  

To learn more about how to implement an outside-in approach in your organization, check out our book, “Getting Digital Done: An Executive Guide to Growth and Transformation”. 

In early November, I had the opportunity to attend two pivotal automotive industry shows: SEMA and AAPEX in Las Vegas. These events are essential for anyone involved in the automotive sector because they offer a comprehensive look at both the OEM and aftermarket landscapes. SEMA, known for its vibrant display of innovative and futuristic cars, attracts a diverse crowd, including consumers and industry professionals. In contrast, AAPEX focuses more on the automotive aftermarket, providing a strategic environment for industry-specific discussions and networking.  

Over the years, I’ve seen significant growth in both shows, reflecting the steady expansion of the automotive industry, even through challenging times like the COVID-19 pandemic.  

This year, the discussions highlighted the industry’s resilience and adaptability, as well as the critical importance of lead generation and efficiency in marketing strategies. Join me as I delve into the insights and trends from these influential events. 

Key topics at SEMA and AAPEX 2024: Tariffs, Insurance, and EVs 

Here are some of the key discussions and trends that emerged from SEMA and AAPEX 2024: 

Tariffs and their impact on the industry: Uncertainty around tariffs, which could range from 10% to 60%, generated a lot of conversation. For example, I talked to a chemical company that said if tariffs go up to 60%, they’ll have a windfall. But on the other hand, some manufacturers are worried that car prices could increase by 30% if they have to manufacture everything in the US. This was a big topic, especially since I happened to be there on Election Day, making it top of mind for many people. 

Insurance costs: Insurance was an important topic at the show because increases in automotive insurance costs, among other economic factors, impacts car purchase consideration, something that affects both OEMs and aftermarket. 

Electric Vehicles (EVs) and emerging technologies: During the show, electric vehicles (EVs) and emerging technologies were prominent topics. Companies are investing heavily in EV technology, with significant advancements in vehicle range, now reaching up to 400 miles on a single charge. However, infrastructure challenges, particularly in rural areas, remain a concern. Hydrogen fuel technology also garnered attention, though its widespread adoption is still uncertain. Additionally, manufacturers are focusing on improving efficiency through advancements in transmissions, lubricants, and other components. 

Sustainability: Sustainability was a visible trend at the show, with many exhibitors highlighting their efforts in this area. However, when discussing sustainability in detail, it became clear that while companies are incorporating sustainable practices, it often serves more as a checkbox rather than a primary focus. 

What OEM and other marketers in the automotive industry are talking about 

In addition to exploring industry trends, I spoke with many marketers during both shows. My conversations reflected a broad desire to produce tangible business outcomes. Here’s what OEM and other marketers in the automotive space are expecting and focusing on as we move into 2025: 

Lead Generation: Lead generation is still a critical focus for automotive industry marketers. They are particularly interested in tools and strategies that can help generate more leads and close more clients. This includes leveraging AI and other technologies to improve efficiency and achieve better ROI. Marketers are moving away from traditional metrics like awareness and impressions, focusing instead on business goals and sales targets. 

Efficiency in Marketing: Efficiency in marketing is a key concern. Marketers are looking for ways to streamline their processes and make their efforts more effective. This includes the use of AI tools to automate tasks and improve productivity. Additionally, there is a focus on better integration of marketing systems to ensure data flows smoothly and supports decision-making. 

Data Utilization: Many companies are either struggling with too much data they don’t know how to use, or they’re lacking sufficient data to make informed decisions. This problem is prevalent both in marketing and operational contexts. For example, I spoke with one company whose marketing systems are not communicating effectively, which hampers their ability to use data for better outcomes.

Conclusion 

My main takeaway from last week? SEMA and AAPEX continue to be valuable shows for anyone aiming to make a mark in the automotive industry. These events not only highlight the latest innovations and trends, but also provide a vital platform for networking and strategic discussions. As we look ahead to 2025, the emphasis on lead generation, marketing efficiency, and data utilization will likely shape the strategies of OEMs and other marketers in the automotive sector. I look forward to seeing where 2025 takes the industry.  

We’re experiencing a QR code renaissance. Invented in 1994, the QR tech that some thought to have peaked in the mid-2000s, is today gaining in popularity and is found across more and more media – there’s even a movement underway to have QR codes replace the ubiquitous bar code!

This resurgence is being driven by today’s pivotal shift in how brands engage with consumers. The technological capabilities bundled into every QR code perfectly aligns with the broader trend toward integrating digital technology with physical packaging to create more dynamic, interactive brand experiences.

Today, QR codes have innovative uses in packaging and point-of-sale, and they’ve made a significant impact on consumer engagement, branding and sales.

Innovative Uses of QR Codes 

QR codes have transcended their original purpose, becoming gateways to immersive digital experiences that come directly from a brand’s physical packaging. Brands are leveraging QR codes not just for information sharing but as a tool for storytelling and engagement.  

For instance, QR codes now link to vineyard tours for wine brands, offering a real-time connection between the product and its origin. This innovative use not only enriches the consumer experience of connecting with a brand, but also adds a layer of transparency and trust between the brand and its customers. 

QR codes also allow brands to keep pace with the speed of information and trends. What we’ve seen more recently at retail is the use of QR codes on-shelf or in displays. As a result, brands can instantly change their messaging by updating the digital experience and are no longer limited to the one message printed on the package or on the point-of-sale material at the time.
 

Impact on Simplified Packaging 

The move to simplified packaging has been significantly influenced by the adoption of QR codes. As brands move toward cleaner, more minimalist designs, QR codes offer a way to maintain a library of rich content of information which becomes accessible with a simple scan.  

This approach aligns with consumer preferences for less cluttered packaging while still providing access to detailed product stories, nutritional content, product usage, and sustainability. QR codes have become a critical element in balancing aesthetic simplicity with informational depth.
 

QR Codes and the “Brand World” 

QR codes are also integral to the concept of a brand world, where every touchpoint of a brand offers a consistent, immersive experience. By linking physical products to digital experiences, they help extend the brand’s presence beyond the shelf. The result is a cohesive narrative that spans online and offline realms, enhancing the overall brand perception and deepening consumer engagement. 

(Expect to hear more on the concept of brand world as we look toward 2025 and beyond!)
 

2025 and Beyond! 

Looking ahead to the future, QR codes are expected to become an even more integral part of a brand’s packaging,  

Advances in technology may allow brands to offer more personalized experiences based on user preferences or past interactions, making each scan a unique entry point into the brand’s world. Furthermore, as augmented reality (AR) and virtual reality (VR) technologies mature, QR codes will continue to enhance immersive experiences, transforming the way consumers interact with brands.

What’s more, industry experts continue to discuss the upside opportunity to replace traditional barcodes with QR codes, because QRs provide significantly more information while crossing over into the digital world. The goal is to have a single QR code deliver customer engagement as well as point-of-sale and inventory scan requirements of the industry. 

Who would have thought that some 30 years after the launch of the QR code, it would be experiencing a renaissance during the digital shift in packaging and branding strategies. Its ability to connect the physical and digital worlds opens endless possibilities for creative engagement, storytelling, and consumer interaction.

Coming out of MAICON 2024, one thing is very clear: organizations still cannot scale AI.  Multiple sessions covered the top barriers, biggest gaps, and hardest challenges we struggle to solve.  This brings us to the second key point – scaling AI is a serious business strategy.  (Big shout out to Gary Survis, Ashley Gross, and Jessica Hreha for their MAICON material that inspired this post).  

To scale AI effectively, you need to stop treating it like a series of disconnected experiments and instead take a serious, strategic approach. Here’s how to assess and overcome the common barriers to AI scalability like a well-run, mature organization: 

Assess Your AI Pilots and Workflow Experiments 

Take stock of your current AI pilots and where you’re experimenting with AI. Are these initiatives tied to clear business goals, or are they more “random acts of AI”? Review what’s working and what’s not by examining the outcomes and how they’ve integrated into broader workflows. 

Professional Take: Assess each initiative’s ROI and alignment with long-term business objectives. Determine if these AI tools are solving a significant problem or merely offering a short-term, surface-level fix. 

Identify the Barriers to Scaling AI 

Compare your existing AI initiatives against the common barriers to scale: 

• Do you have a clearly defined goal for AI, or is it just “nice to have”? 
• Is your data clean, accessible, and integrated across systems? 
• Are your current processes efficient enough for AI to be applied effectively? 
• Is there alignment across leadership and the organization on the AI strategy? 
• Are your teams ready and equipped to adopt AI in their workflows? 

Address Each Barrier Like a Mature, Scalable Business 

You can’t half-heartedly apply AI solutions if you want to scale. Here’s how to systematically solve these barriers with a serious, grown-up business mindset: 

• Set Clear, Measurable Goals: Define exactly what you want AI to achieve for your business. This is foundational. No goals, no scalability. 
• Fix Your Data: Conduct a full data audit. Clean, organize, and integrate your data across systems. No more siloed, fragmented data if you expect AI to be effective.  If this sounds impossible, our Mod Op Strategic Consulting group will help you. 
• Optimize Processes First: Don’t apply AI to broken processes. Streamline and document your workflows, then look for where AI can genuinely augment or automate tasks. 
• Align Leadership and Teams: Ensure leadership buy-in and clear communication around AI initiatives. This isn’t just about tools; it’s about transforming how your organization works. Bring teams along early, get their input, and ensure they have the skills they need to adopt AI at scale. 

Last: Commit to Iterative Improvements – This Is a Journey 

Scaling AI isn’t a one-and-done process. Even after overcoming these barriers, it’s essential to constantly review, refine, and optimize. Approach AI adoption with the same rigor you would apply to any other major business transformation. 

In short, treat AI like what it is — a high-priority business initiative: with a clear strategy, the right tools, and the commitment to doing the hard work required for true scalability. 

What does it truly mean to “become digital”?  What if I told you that it isn’t about technology? That to plan a digital transformation, technology is the last thing you should think about?  

I recently co-authored a book with Mod Op’s Eric J Bertrand and Jonathan Murray that addresses the challenges of digital transformation. The book, “Getting Digital Done,” reveals how companies can effectively make digital, data, and AI transformations to stay competitive in a rapidly changing market.    

This post (and others to come) distills some of the learnings from the book – but please check it out, as it offers far more detail and comes with a range of tool kits, checklist, and lessons learned.  

Above all, becoming digital is a significant transformation that can be the chief driver of success in the modern business landscape. 

Tackling Business Problems  

Mod Op Strategic Consulting helps clients with the strategy and execution of digital transformation, but they typically do not come to us and demand, “Make us digital!” Instead, they talk about a business problem: their customers want something that they’re not equipped to provide; they don’t have the data, or it’s not joined up; their infrastructure is running out of capacity; their competition has leapfrogged them; they see opportunities to innovate but they just don’t have the tools, systems, or people, or processes needed to execute effectively.  

It’s Not (Just) About the Technology  

When we talk about becoming digital, people instantly think it’s all about technology. The truth, however, is that technology is usually at the end of a long list of things to be considered. It’s easy to conclude that you just need to find the right software or AI solution, and everything will fall into place. I’ve seen firsthand how this mindset can lead to costly mistakes. Many companies spend millions on new technology only to find that their teams can’t or won’t use it.  

To truly transform, you need to start with your people. You need to build a culture that embraces change and is open to new ways of working. You must also make sure that your processes are aligned with your business goals and that your digital capabilities evolve to support those goals. 

Digital is not a piece of equipment or software. It’s a mindset. To succeed today, an organization must be a data-driven, digital business. Customers and partners (not to mention employees) expect business to be conducted online, in a frictionless environment, and in a personalized way.  

Digital is a Mindset  

What does this mean in practice? It requires a fundamental shift in how the entire organization runs. This includes:  

• Building a data-driven culture. In a digital world, data is a foundational business asset. Successful companies use data to inform everything they do, from product development to marketing.  

• Breaking down silos and integrating business functions. Information needs to flow seamlessly throughout the company. Departments need to work collaboratively, not in isolation.  

• Prioritizing customer needs. Companies must adopt a customer-centric approach, putting the needs and experiences of their clients at the center of everything they do.  

Technology is definitely part of digital transformation, but it’s the last step, not the first. The goal is to build a bridge from the past to the future. We work with our clients to develop a clear roadmap for digital implementation, providing guidance and support every step of the way. The challenge is navigating change, not installing software.  

Looking for more? Check out our book: “Getting Digital Done: An Executive Guide to Growth and Transformation”.