Friday, June 12

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⚡️ Today’s Headlines ⚡️

👚 OpenAI launched product feed ads in Ads Manager beta. The update gives brands a way to scale advertising campaigns inside ChatGPT by uploading product feeds and automatically creating ads from individual catalog items.

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🤩 LinkedIn launched its own Creator Marketplace. The new section enable brands to connect with creators who can help them reach their target audience with discovery features including audience size info, reach notes, and more.

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🔗 Pinterest added Amazon Storefront linking. Now, eligible Amazon Storefront creators can easily add affiliate links to their Pins, allowing followers to easily shop products directly from the app.

💡 Today’s Insight 💡

A marketer’s guide to Cannes Lions

🗞 TL;DR - Headed to Cannes Lions in a couple of weeks? You might want to check out Later’s new guide to the festival. Cannes Lions has made creators a major facet of the festival experience (with its dedicated LIONS Creators programme and more creator passholders than ever before), and Later predicts three key themes you’ll want to keep an eye on.

💡 Insight - Here are the three Cannes Lions themes Later predicts will define marketing strategy over the next year:

1. Creator autonomy is becoming a performance issue. Brands have mostly accepted that creator partnerships are a necessity and may even recognize that they work best when creators have genuine control… but that’s not always the reality. According to Later’s research, only about 10% of creators feel they have true creative control, while over half want more freedom.

2. Creator marketing is moving full-funnel from awareness to conversions. For awhile, creator content has lived almost exclusively at the top of the funnel, generating awareness and brand affinity. Those days are coming to an end. AI discovery, affiliate programs, storefronts, and improved attribution tools are helping brands connect creator activity directly to revenue and conversions.

3. AEO is reshaping creator partnerships. As consumers increasingly discover products through AI-generated recommendations, creators become valuable because they create trusted third-party content that AI systems can cite and reference. Long-term investments in this area can help build a body of third-party signals to feed AI discovery over time.

The biggest Cannes Lions trend is the convergence of AI and creators, and brands that build creator-powered ecosystems that drive both human trust and AI discoverability will be the ones that win in 2026.

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