According to Adobe, more than one in five marketers feel the need to respond to trending topics daily or a few times per week, with 37 % reporting burnout from the pressure of doing so. While many marketers are successful with this approach – with Adobe finding that 10 % reporting to Adobe that trend-based content has led to referrals via LLMs, and 79 % saying they gained new followers by taking part in a viral moment – 39 % of marketers report content they made to take part in a trend failed due to rushing, making poor execution one of the most cited causes of failure for trending content. By using AI monitoring systems, brands can continuously evaluate digital forums to identify emerging trends. From there, marketing teams can generate and scale content – making it possible to rapidly create content that fits a trend while following brand guidelines.

of consumers report that they would rather do business with brands that personalise their email communications

Source: Campaign Monitor

Improving customer experiences But brands are using AI for more than online promotion – many companies are also using it to reinforce their brand messaging in person. For companies such as Starbucks, which makes premium customer experience a key part of its branding strategy, AI can help speed up processes and offer a smoother experience for customers. By bringing AI into in-person operations, brands can move beyond digital engagement to deliver a seamless, high-quality customer journey. This allows companies to consistently reinforce their brand identity and value proposition in physical settings, ensuring that efficiency enhancements directly support a premium and cohesive customer experience.

64 October 2026