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Highlights from today’s newsletter:
🔍 4 new ways Google AI powers creativity
📱 SMBs rely heavily on social media for marketing and growth
🤖 AI noise in digital marketing

EDITOR’S PICK

#BRAND CASE STUDY

ThirdLove’s 2025 Triumph: 78 Sizes, Data, DTC, and Devoted Fans

ThirdLove’s growth story is built on data, fit, and fan loyalty—not mall stores or markdowns.

With 78 bra sizes, a 60% repeat customer rate, and a $69M revenue milestone in 2024, ThirdLove has redefined what a direct-to-consumer brand can achieve in a crowded intimates market. Led by ex-Google and Sequoia talent, the brand’s focus on personalized tools like Fit Finder and a rewards program that drives real engagement has created standout loyalty—and serious retention.

Now, with pressure rising from rivals like Savage X and CUUP, ThirdLove’s next move is clear: bring that same data-driven precision to the full marketing funnel. Growth will depend not just on what converts—but on knowing exactly what drives it.

READ THE FULL INSIGHTS HERE  

#RETAIL MEDIA

From Toy Aisles to TikTok: Retail Media Gets a Joyful Upgrade

Retail media is evolving into a strategy that begins with audience insight, not ad placement. At POSSIBLE 2025, Target, Unilever, and Lego shared how they’re restructuring teams, rethinking formats, and building campaigns that reflect real shopper behavior.

Lego’s decision to move its botanicals line from the toy aisle to a seasonal front-of-store feature led to a spike in engagement. Target’s “Scary Sundae” activation with Ben & Jerry’s was built to be recreated, watched, and shared.

Retail media now influences planning from the start. Teams are working from shared data, designing for real-time feedback, and measuring not just reach but resonance.

READ THE FULL INSIGHTS HERE

#DRINKS ON US AT THE LEAD SUMMIT

ClickZ is hosting an exclusive drinks gathering on Day 2 (final day) of The Lead Summit—and we’d love to see you there.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 FiDi, NYC (exact location shared after RSVP)
🍸 Drinks on us. You in?

If you’re serious about what’s coming next in commerce, this is where you’ll want to be.

Spots are limited—grab yours below.

WHAT WE ARE READING

CIO and CMO Alignment: How to Win in the Age of AI

AI-driven digital transformation demands that CIOs and CMOs move beyond siloed functions to collaborate on shared priorities such as customer experience, operational efficiency, and revenue growth.

Data from over 1,000 senior leaders shows organizations that foster this partnership—and invest early in AI and data integration—are substantially more likely to outpace competitors. Delayed transformation directly correlates with slower revenue growth.

SMBs Rely Heavily on Social Media for Marketing and Growth, Study Says

Small- and medium-sized businesses depend on social media platforms for growth, but over half struggle to maintain fresh content and adapt to rapidly evolving trends. 

AI adoption is rising: 71% of SMBs report current or intended use for marketing, content creation, and data management processes. This persistent reliance on digital channels highlights ongoing regulatory and operational challenges in securing consumer data, ensuring compliance, and sustaining effective engagement strategies.

4 New Ways Google AI Powers Creativity

Google’s latest AI tools directly streamline content creation for merchants, including automated image-to-video transformation, AI outpainting, proactive campaign concept suggestions, and enhanced brand management in Merchant Center.

These AI-driven updates centralize visual content workflows and improve campaign targeting.

TOP VOICE

💭Insights from João Afonso Parra