Hi Reader

Ever feel like business advice swings between “embrace the chaos” and “meticulously optimise everything”? Well, this week’s edition delivers a bit of both. Whether it’s why AI is now a necessity, the hidden emotional side of B2B marketing or how TikTok just became a supermarket checkout, there’s plenty to shake up your thinking. Plus, a VC-backed case for embracing randomness, because sometimes the best strategy is seeing where the uncertainty takes you. Let’s dive in.

Enjoy!

The AI shake-up: why 2025 is a turning point

PwC’s latest AI predictions paint a picture of rapid acceleration, where AI is no longer just a competitive advantage – it’s becoming a survival requirement. From AI copilots taking over routine tasks to businesses scrambling to secure the right talent, the report highlights how enterprises are shifting from AI experimentation to full-scale implementation. Companies are also waking up to the fact that AI isn’t just about innovation – it’s about accountability. With regulations tightening and public scrutiny growing, building trust in AI is becoming just as crucial as building the tech itself. Read the full report here.

The ‘YOLO’ economy is hitting a wall

According to a new Axios report, the post-pandemic so-called ‘YOLO’ consumer spend – travel, gadgets, alcohol etc – is starting to cause some debt issues in the US. A growing number of Americans are only making minimum payments on their credit cards, car loan delinquencies are rising and repossessions are climbing fast. Credit card minimum payments have also hit a 12-year high, and late payments on loans have doubled since the pandemic lows of 2021. With food prices still climbing and borrowing costs at record levels, the cracks are showing. For businesses, this is a red flag: consumers may not be as financially resilient as they seemed, and the economic optimism of the past year might be wobbling. Find out more here.

Forget features – business buyers want to feel something

The old joke in business marketing is that B2B stands for ‘boring to boring’. But a new report shows that emotional storytelling is becoming just as crucial in B2B as it is in consumer marketing. And that’s because decisions aren’t just based on spreadsheets – they’re influenced by feelings, trust and brand perception. From humour to nostalgia, companies that tap into genuine emotions are seeing stronger engagement and loyalty. Get the story from B2B Marketing here.

TikTok: the future of music – and your weekly shop?

An article by The Grocer reveals that Lidl just became the first supermarket to sell directly on TikTok Shop, proving that impulse buys aren’t just for checkout aisles anymore. Meanwhile, TikTok and Luminate’s latest Music Impact Report highlights how the platform isn’t just shaping shopping habits – it’s driving music trends too, with 84% of the top 200 songs in 2024 going viral on TikTok first. Elsewhere in social, Instagram is testing a hidden dislike comment button.

LinkedIn’s unstoppable rise

Sherwood News (the editorial offshoot of the Robinhood share trading app) has released a fascinating report on the current state of LinkedIn and its impressive growth. It may be, as they say, “a weird, workaholic wasteland, the home of the humble brag”, but it’s hard to argue with the figures – premium subscribers up 50% in the last 2 years and revenue growth up to $16bn annually, partly driven by strong Gen Z engagement. The article is very well researched – Sherwood News was new to me, I must confess – and I’ll return to the site again on the strength of this piece.

Staying on LinkedIn, the platform has also released new video formats and a nano tips series for those who are knowledge hungry but time poor. Social Media Today has the story.

A VC take on AI: why randomness could be your greatest asset

Most entrepreneurs obsess over control – flawless plans, perfect execution, predictable outcomes. But what if the real key to success is embracing uncertainty? Sequoia Capital explores this in a thought-provoking piece that encourages us to adopt a ‘stochastic mindset’– a way of thinking that sees randomness not as a threat, but as an opportunity. It also suggests we think about AI as an ‘exoskeleton’ for work. A power assist that still requires us to apply our own judgment because, as the article says, “when engaging with more uncertain outputs from AI systems, workers will need to strengthen their critical thinking skills.” Find out more here.

Hyper-personalisation: how to convert customers without being creepy

AI is also supercharging personalised marketing by using real-time data, predictive analytics and multi-channel engagement to create highly tailored customer experiences. The brands that get this right are seeing increased customer loyalty and major revenue boosts. But this McKinsey report also sounds a note of caution, as poor execution (think unsettling or irrelevant personalisation) can backfire. The future, it says, belongs to brands that balance hyper-personalisation with consumer trust.

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Drop me a line

I hope something in here sparked a new idea, challenged a stale one or perhaps just made you wonder whether #middleofLidl will become the next TikTok trend. If you’ve got a hot take or just a brilliantly weird business story, send it my way – I’m always up for diving down a good rabbit hole. Until next Sunday, stay curious, keep questioning and remember: if in doubt, just add AI and call it innovation.

Cheers!
Adam

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