Google Brings Marketing Mix Modeling to the Masses
Google is rolling out a code-free Scenario Planning interface for its Marketing Mix Model, Meridian, giving non-technical marketers access to advanced cross-channel measurement and forecasting. Teams can use natural language prompts to explore performance and stress test budget scenarios in a privacy-safe environment, as MMM continues to outpace other measurement approaches in investment. For marketers managing paid search, paid social, programmatic, and CTV, easier MMM access means faster, more confident budget decisions that drive real growth.
Snapchat Launches Creator Subscriptions
Snapchat launched Creator Subscriptions with select U.S. creators, offering exclusive content, priority replies, and ad-free Stories for paying fans. With 946 million monthly active users and Spotlight posting up 47% year over year in the U.S., Snapchat continues to deepen creator-driven engagement. For brands, subscription-based creator communities represent higher-intent audiences and stronger partnership opportunities across paid social and influencer strategy.
Amazon and OpenAI Discuss Custom AI Models for Shopping
Amazon and OpenAI have reportedly discussed custom AI models that could shape what ends up in a shopper’s cart, not just answer product questions. Amazon’s own AI assistant, Rufus, generated a reported $12 billion in incremental sales in 2025 and remains a central focus of its AI commerce strategy. For retail and e-commerce marketers, AI-driven shopping assistants signal a shift in product discovery, making optimization for AI interfaces as critical as traditional search and retail media.
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