Volume 14 (2026-27)

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