Marketers reconsider AI approach with backlash building

February 12, 2026 If this year's Super Bowl commercials made one thing clear, it's that companies are still trying to sell Americans on AI. As public sentiment wanes, however, brands are recalibrating how they position themselves in the era of AI. TOP STORY Generative AI With AI backlash building, marketers reconsider their approach With AI hype giving way to skepticism, advertisers are reassessing how the technology fits into their workflows and brand positioning. Advertisement OTHER THINGS TO KNOW Podcasts provide a distraction-free, lean-in experience, ideal for complex messaging where trust and attention are paramount. A new tool provides the empirical evidence teams need to move budget into the podcast space more confidently. Partner insights from NPR.   Discounts are like empty calories — revenue without positive contribution. A unified incentives marketing strategy aligns internal teams around a shared strategy to build customer lifetime value and increase profits. Partner Insights from Talon.One. Every manual task, campaign setup, pacing, tagging and trafficking leaks margin. Agencies that lean into AI media agents as the first line of financial defense will find that their revenue isn't squandered to inefficiency. Partner insights from fullthrottle.ai. MEDIA & PLATFORMS Brands in Culture Despite flight to fame, celeb talent isn't as sure a bet as CMOs think Brands are leaning more heavily on celebrity talent in advertising. Marketers see guaranteed wins in working with big names, but there are hidden risks. AI Revenue Generation Overheard at the Digiday AI Marketing Strategies event Marketers, brands, and tech companies chat in-person at Digiday’s AI Marketing Strategies event about internal friction, how best to use AI tools, and more. PARTNER INSIGHTS FROM THE WEATHER COMPANY Video: How weather universally drives consumer behavior Weather impacts what people try, buy and how they feel. This powers targeting to predict the moments when weather shifts a consumer's mindset toward purchase, driving sales and long-term growth. Learn more in this video. AI Revenue Generation Thrive Market's Amina Pasha believes brands that focus on trust will win in an AI-first world Amina Pasha, CMO at Thrive Market, believes building trust can help brands differentiate themselves. PARTNER INSIGHTS FROM EXPERIAN Why context is key to making AI successful in marketing As AI takes center stage in marketing strategy, context is emerging as the differentiator that turns reactive automation into predictive intelligence. Advertisement DIGIDAY+ Member exclusive Media Briefing: Turning scraped content into paid assets — Amazon and Microsoft build AI marketplaces Amazon plans an AI content marketplace to join Microsoft’s efforts and pay publishers — but it relies on AI com stop scraping for free. PARTNER INSIGHTS FROM PADSQUAD How marketers are recentering ad quality and relevance Now that campaigns can accommodate mid-flight changes — adjusting visual sequences, calls to action or tone based on audience engagement — advertisers can treat creative as a dynamic asset, not a fixed deliverable. ICYMI Navigating Economic Instability Publicis Group CEO says advertisers are pacing, not panicking Publicis CEO eyes growth even as the ground shifts. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy