Volume 14 (2026-27)

The rapid adoption of generative artificial intelligence (AI) systems as discovery interfaces is reshaping how brands are surfaced, evaluated and compared. Many organisations have approached this shift as ‘SEO 2.0’ (search engine optimisation), attempting to optimise for position within AI-generated responses. This paper argues that such a framing misunderstands the structural mechanics of large language models (LLMs). Drawing on structured practitioner observation conducted since early 2024 across multiple LLM vendors and industry verticals, together with emerging literature on generative engines, this paper argues that generative systems do not rank brands in stable positions but reconstruct markets probabilistically through semantic relationships. Brand visibility is therefore shaped by ontological embedding, attribute association and narrative centrality rather than keyword optimisation alone. To respond to this shift, the paper introduces the generative visibility stack, a cross-functional go-to-market framework designed to strengthen structural brand salience within generative systems. The findings suggest that discoverability in the generative era is a coordinated perception challenge requiring alignment across marketing, sales and ecosystem actors. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  generative AI; AI search; brand visibility; go-to-market strategy; generative engine optimisation; brand perception

Content marketers face a paradox: content demand has never been higher, yet operational capacity continues to lag. This paper examines the widening gap between content volume expectations and organisational capability, exploring how fragmented workflows and disconnected technology systems create compound inefficiency. Drawing on recent industry research and operational data from high-performing teams, the paper presents a four-layer framework for building scalable digital content operations. The analysis reveals that successful digital content and marketing teams achieve significantly better outcomes not necessarily through working harder, but by architecting integrated systems that eliminate friction, leverage automation and maintain brand consistency at scale. For marketing leaders navigating the realities of the artificial intelligence era, progress requires moving beyond tool-level solutions toward strategic operational design. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/ business.
Keywords:  digital asset management; content marketing; digital content operations; marketing technology; brand consistency; DAM

This paper examines how highly unpopular brands attempt to manage public perception, giving particular attention to social identity theory. Drawing on a sample of social media posts from Deutsche Bahn, Germany’s national rail operator, the paper shows that, aside from promoting positive information, the company adopts broadly acceptable political positions and foregrounds values such as tolerance — qualities that customers themselves must exercise in response to the organisation’s persistent shortcomings. Humorous commentary on shared frustrations also plays a central role, including occasional self-deprecating jokes directed at the customer base. By attributing humour and self-awareness to its audience, the company constructs a shared social identity that reframes irritation as a collective experience, demonstrating a potential strategy for marketing unpopular brands. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  social identity theory; social media; marketing; humour

The acceleration of artificial intelligence (AI) has reshaped the marketing landscape. Today, optimised content can be created with a single prompt, advertising campaigns can be automated from start to finish, and websites can be designed in minutes. But how much of a discipline built on human emotion, decisionmaking and behavioural insight should be handed over to machines? Where do we draw the line? This paper explores one of the most pressing challenges for modern marketers: maintaining authenticity in an era dominated by algorithmic feeds and automation. It highlights the balancing act of keeping pace with rapidly evolving technologies while retaining the foundational elements of effective marketing that require slower, more strategic thought. Drawing on global research and industry insights, the paper presents a practical five-part framework to help marketing leaders integrate AI in ways that increase trust, strengthen brand narratives and improve long-term audience relationships. Throughout, the paper provides examples of how AI can be deployed to enable, not erode, authenticity in marketing practice. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  artificial intelligence; AI; automation; authenticity; content generation; marketing

Within the rich body of literature on anxiety, there is a curious lack of research into the anxiety-reducing behaviours adopted by consumers during the COVID-19 pandemic, and how these shifts in behaviour have influenced consumer preferences post pandemic. This study addresses that gap by identifying the main anxiety-reducing behaviours adopted during the pandemic and examining how they became part of routine purchase behaviour in the post-pandemic period. The paper reports findings from a two-stage study: a student focus group to develop the key constructs of the study, followed by a structural equation model tested with a nationwide sample of US consumers. The results indicate that four constructs — user-generated content, online shopping, established brand name and consumer ethnocentrism — significantly reduced consumers’ anxiety post pandemic. Choices made during the pandemic reflect a shift in consumer priorities, mindsets and preferences. The study offers marketers an evidence-based foundation for understanding emerging post-pandemic consumer needs and shaping future marketing strategies. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  post pandemic; anxiety-reducing behaviour choices; brand name; consumer ethnocentrism; habitual buying behaviour; online shopping; user-generated content

The increasing integration of generative artificial intelligence (AI) into social media marketing has intensified debate over whether and how brands should disclose when AI is used as a creative partner. This exploratory study examines how voluntarily disclosing AI as a creative partner influences consumer perceptions of transparency, trust and scepticism, as well as attitudes and engagement behaviours toward posts and brands in social media contexts. Drawing on the construct of perceived brand transparency, voluntary disclosure of AI as a creative partner is seen as a way for brands to demonstrate openness and honesty, helping build consumer trust and reduce scepticism. An experimental betweensubjects design using a limited sample of college-age consumers (n = 133) tested two Instagram posts of a fictional brand (one disclosing AI as a creative partner, and the other without disclosure). The results indicate that voluntarily disclosing AI as a creative partner significantly enhances perceived firm transparency, increases brand trust and reduces consumer scepticism. Crucially for practitioners, these preliminary findings also reveal no significant adverse effects on attitudes toward the post or brand, or on consumers’ willingness to purchase or engage with the brand on social media. These findings suggest that transparency about using AI can strengthen consumer—brand relationships and provides practical reassurance for brands concerned that disclosure might harm their reputation. This exploratory study offers initial practical guidance for brands navigating emerging disclosure expectations in social media environments, while acknowledging the need for future research with generalisable samples. This article is also included in The Business & Management Collection which can be accessed at http:// hstalks.com/business.
Keywords:  social media; AI disclosure; Facebook; Instagram; Meta; consumer engagement; marketing communications; AI transparency; consumer trust; consumer scepticism; social media engagement

This paper examines how luxury-related forms of distinction emerge within digital gaming environments. While luxury consumption has traditionally been understood through material goods and physically mediated experiences, digital platforms introduce new contexts in which exclusivity, recognition, and value are organised through systems of interaction. Drawing on insights from luxury consumption research and game studies, this paper conceptualises gaming environments as systems of play in which visibility, access and participation shape how distinction is produced and recognised. It introduces the concept of ludic luxury to describe forms of consumption that arise within these environments, where exclusivity is structured through platform governance, recognition emerges through symbolic visibility, and value is generated through participatory engagement. By shifting attention from ownership to interaction, the paper extends existing understandings of experiential luxury and highlights how digital infrastructures reorganise the production of luxury value in contemporary consumption contexts. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  digital gaming; luxury consumption; experiential consumption; participatory engagement; digital consumption

Traditional marketing has long been designed around capturing and sustaining human attention. As digital saturation reaches new heights and consumer decision making becomes increasingly mediated by technology, this paradigm is undergoing significant transformation. The rise of autonomous agents such as artificial intelligence (AI) systems acting on behalf of consumers, businesses and institutions, signals a fundamental shift in approach. Marketing messages are no longer directed primarily at humans but at algorithms and virtual agents making choices on their behalf. This paper explores AI-to-AI communication as the next frontier in marketing. The paper examines the current state of attention-based models and the technological advancements driving this change. It also highlights the accelerating deployment of consumer and enterprise AI agents across some major industries. Benefits of this shift include hyperpersonalisation, streamlined transactions and reduced cognitive burden on human decision makers. Risks include working with algorithmic black boxes, erosion of human trust and the potential concentration of influence among a small set of dominant AI platforms. By framing marketing as an ecosystem where algorithms negotiate, filter and prioritise on behalf of stakeholders, this paper emphasises that organisations must redefine brand strategy for this new reality. Readers can learn about the strategic recommendations for adapting marketing practices in a world where AI agents, not humans, are often the primary audience. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  artificial intelligence; artificial intelligence agents; agent-to-agent communication; future of marketing; machine learning; algorithmic decision making; marketing practices; digital ecosystems

This paper presents a case study of how the Parkinson’s Foundation conceptualised and implemented generative engine optimisation (GEO). GEO, also referred to as large language model engine optimisation or artificial intelligence (AI) engine optimisation, is an emerging practice that remains underexplored in both academic and practitioner contexts. The paper provides actionable guidance for practitioners seeking to optimise content for AI-powered tools, including ChatGPT, Google AI Overviews and other generative search systems. It describes six GEO best practices, the Parkinson’s Foundation’s implementation framework, and practical steps that any organisation can adopt to improve visibility in AI-generated answers. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  artificial intelligence; AI; generative engine optimisation; search engines

This paper examines the strategic role of coalition loyalty programmes in driving sustainable business growth through shared brand, data and technology, using the yuu Rewards programme in Hong Kong as a case study. Coalition loyalty models differ from single-brand schemes by connecting multiple brands within a single reward platform. The paper highlights how yuu successfully created a strong brand identity, achieved scale and delivered measurable value to its partners. Key findings show that shared data can unlock advanced segmentation, cross-partner personalisation and new customer acquisition opportunities. Through examples of targeted campaigns and cross-partner engagements, this paper demonstrates that coalition participation enhances customer engagement and retention and generates greater value than any partner could achieve on its own. Coalition loyalty has evolved beyond a simple marketing tool into a collaborative ecosystem that drives incremental sales through data-driven insights and partner collaboration. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  coalition programme; value creation; data collaboration; customer segmentation; personalisation; marketing effectiveness

Digital platforms sit at the heart of disaster communication, yet information overload and public fatigue can quickly erode audience attention in high-risk situations. This paper examines how humanised communication strategies can help maintain clarity, trust and relevance in times of disaster. Case studies include a practitioner analysis of Greyhound Australia’s response to Tropical Cyclone Alfred (March– April 2025) and the Queensland Police Service’s promotion of State Emergency Service preparedness messaging ahead of the 2025/26 disaster season. The paper explores the use of low-fi, creator-style short-form videos to shape comprehension and engagement, with findings showing that simple, native, culturally aware formats cut through more effectively than traditional broadcast-style messaging, particularly when public sentiment is fragmented or fatigued. The paper argues that audience-centred choices, grounded in clarity, authenticity and immediacy, can help bridge the gap between formal publicsafety communication and real-time social media discourse. It offers practical insights for practitioners to strengthen digital strategies for disaster communication in an increasingly complex, algorithm-driven environment. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  disaster communication; crisis communication; public safety messaging; social media strategy; audience engagement; human-centred communication

This paper examines how the sensory richness of social media influencers’ product reviews evokes telepresence and drives purchase intent in e-commerce. Drawing on media richness theory1 and the heuristic-systematic model (HSM),2 two online experiments were conducted to parse out what constitutes sensory richness in influencer content and how such sensory appeal persuades in the new media environment. By manipulating sensory modalities of product reviews (ie video, image, audio, text), Study 1 identified videos as the richest medium to evoke telepresence during product evaluation; further, text induced a similar level of telepresence as videos, while static images were the weakest in evoking such an immersive state. Delving deeper into videos, Study 2 extended product presentations through hedonic and utilitarian-oriented visuals to examine what content delivered via this medium embodies sensory richness and drives engagement. The results showed that hedonic visual framing within videos amplified perceived telepresence, independent of influencers’ verbal narration; curiosity functioned as an essential mechanism that translated the experiential benefits of telepresence into purchase intention. These findings offer actionable insights for content creators to leverage sensory presentations of products to engage consumers, while informing collaboration dynamics between brands and influencers to optimise e-commerce strategies. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.
Keywords:  product reviews; social media influencer; media richness; sensory modality; telepresence; e-commerce

This study explores young consumers’ perceptions of virtual influencers in social advocacy, addressing a growing but underexplored area in the influencer marketing literature. While virtual influencers have gained popularity in brand marketing, limited research has examined their effectiveness in the context of promoting social causes, a domain traditionally reliant on human authenticity and emotional appeal. Existing studies primarily focus on virtual influencers’ aesthetics, branding potential or consumer trust in commercial settings, leaving a critical gap in understanding how audiences interpret virtual influencers’ credibility, motives and emotional resonance in non-commercial, advocacy-driven contexts. Using the source credibility model, semi-structured interviews with 26 participants reveal four key themes: lack of human qualities, human preference and emotional impact, transparency and motive concerns, and nonexperiential positioning in advocacy. While participants recognised the unique value virtual influencers bring to awareness campaigns, they also highlighted clear limitations tied to authenticity, emotional resonance and accountability. The findings offer insights into balancing authenticity and transparency to leverage virtual influencers in social cause campaigns and contribute to influencer marketing literature by extending the understanding of virtual influencer effectiveness beyond commercial contexts. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
Keywords:  virtual influencers; social advocacy; consumer perceptions; source credibility model; digital marketing