Hirsch Leatherwood

Intel on our second-screen, scroll-first world.

[Hirsch Leatherwood @HirschLeather]

More on today's edition of Out of Scope: https://t.co/h1tAqdLt4k

[Hirsch Leatherwood @HirschLeather]

🛜THE SIGNAL: 23% of Super Bowl ads centered on AI.

The quantity was there—the quality was not. “These advertisements struggled to clearly articulate what sets one offering apart from another, even as AI becomes mainstream.” -@trishlaostwal for @Adweek
https://t.co/NB5XQbZfgt

[Hirsch Leatherwood @HirschLeather]

A standout exception: Meta's smartglasses collab with Oakley, which zeroed in on the tech's athletic applications. Messaging like this, showing clear use cases, will set AI products apart. https://t.co/teUQlIlYlV

[Hirsch Leatherwood @HirschLeather]

🛜THE SIGNAL: YouTube has overtaken Reddit as the leading source for AI citations, @trishlaostwal reports for @Adweek.

This is important news for marcomms professionals – don’t forget Reddit, but keep your GEO focus on YouTube and the creator economy.

https://t.co/kN0xPg9GKi

[Hirsch Leatherwood @HirschLeather]

🛜THE SIGNAL: Following his speech at Davos, Mark Carney's approval rating jumped 8 points – marking the highest rating of the PM's tenure.

@stephenkb broke it down for the @FT – required reading for all comms professionals.
https://t.co/1h9wWyFBf8

[Hirsch Leatherwood @HirschLeather]

🔵 More on today's edition of Out of Scope Daily: https://t.co/M1kAY3s8Cu

[Hirsch Leatherwood @HirschLeather]

📡RADAR SWEEP: E-commerce is considered a key battlefront on the march to Google Zero, and yesterday, ChatGPT took a small step towards a permanent paradigm shift.

[Marketplace Pulse @MarketplacePuls]

ChatGPT's 4% referral fee (per @theinformation) marks a significant step for conversational commerce, moving from concept to concrete marketplace economics.

It's below Amazon (15%), Walmart (6-15%), TikTok Shop (8%), and Etsy (6.5%). Critically, no forced advertising spend.

[Hirsch Leatherwood @HirschLeather]

💡So what? GenAI is poised to take over e-commerce. Prepare to adjust your marketing and sales strategy.

[Hirsch Leatherwood @HirschLeather]

More on today's edition of Out of Scope: https://t.co/WxiAPbrSwa

[Hirsch Leatherwood @HirschLeather]

🛜THE SIGNAL: Substack launches TV app, @dadehayes reports for @DEADLINE.

The TV function sets up Substack to compete with other leading creator platforms, like TikTok and Patreon—a good use of the $100 million they raised last year.

https://t.co/6Zd31MpVL3

[Hirsch Leatherwood @HirschLeather]

Still, not all users are happy. Hayes reports that some users feel Substack is veering away from its roots—written newsletters—and chasing “another venture capital-fueled idea.”

[Hirsch Leatherwood @HirschLeather]

@seb_joseph @Digiday 💡 So what? There’s no AI silver bullet. You need to be experimenting with multiple AI models, because you’ll ultimately need to use several.

[Hirsch Leatherwood @HirschLeather]

🛜 THE SIGNAL: Microsoft CEO Satya Nadella tells Davos the future of AI is “a multi-model world,” suggesting that there won’t be one dominant winner of the AI boom.

https://t.co/o8qvflCi0A

[Hirsch Leatherwood @HirschLeather]

@seb_joseph wrote for @Digiday that a multi-model philosophy fits particularly well in the adtech landscape: LLMs can be powerful layers, but they’re not a practical replacement for a bidding engine.

https://t.co/jRBpNvIDun

[Hirsch Leatherwood @HirschLeather]

More on today’s edition of Out of Scope: https://t.co/QEQFmPtpVn

[Hirsch Leatherwood @HirschLeather]

📡Sequoia is investing in Anthropic—despite the fact they’ve already invested in OpenAI & xAI.

“VC firms have historically avoided backing competing companies in the same sector, preferring to place their bets on a single winner,” -@Cookie for @TechCrunch https://t.co/Aqlgthd1So

[Hirsch Leatherwood @HirschLeather]

The competition between OpenAI and Anthropic is heating up, and it looks like Anthropic is gaining momentum. Sequoia’s investing, Amodei is shooting from the hip at Davos, and Claude Code is leaving a deep, positive impression on the tech community.

https://t.co/Fxn3wyrFUC

[Hirsch Leatherwood @HirschLeather]

@Adweek So what? No matter where your brand stands on AI, you need to be prepared to publicly defend that position; whether in an ad campaign or official brand communications.

Read more on today's edition of Out of Scope Daily: https://t.co/CdknVHdHFq

[Hirsch Leatherwood @HirschLeather]

🛜 THE SIGNAL: Anti-AI sentiment is accelerating in brand campaigns, Brittaney Kiefer reports for @Adweek.

Good advertising has always tapped into cultural attitudes, and brands like Almond Breeze, Equinox, and Aerie are doing just that.
https://t.co/BLSiKM4XBA

[Hirsch Leatherwood @HirschLeather]

Read more on today's edition of Out of Scope Daily: https://t.co/EAsRmAv28X

[Hirsch Leatherwood @HirschLeather]

🌐CAMPAIGN WATCH: Polymarket ran an ambitious campaign with the Golden Globes, offering live predictions on winners and inviting viewers to bet on outcomes.

Ava Levinson reports on the backlash for Inc. https://t.co/v7roNMDkfG