In the news category, we keep you updated on the latest developments and trends within the AI and marketing world.

Here we share up-to-date information on important events, events, innovative developments, market shifts and more.

We go in depth and give you insights so that you always stay well informed and can make strategic decisions based on the latest information. After all, within marketing it is extremely important to keep up to date because developments are happening so fast.

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Microsoft is making great strides with AI platform Copilot. Whether you're working on content creation, presentations or customer interaction, the latest updates make AI even easier to use in your work process.

Image generation with GPT-4o: visually stronger and smarter

The integration of GPT-4o into Copilot now makes it possible to create high-quality graphics at lightning speed, directly in Edge or Bing. Think of visuals for campaigns, infographics or social content. Where previously you saw limitations in style consistency or text rendering, this update delivers marked improvement. You can now incorporate text from a prompt into an image, adjust the style of existing visuals and have complex descriptions automatically converted into a suitable visual.

For example, want to create a visual that matches your tone of voice or brand identity? You can now easily do that with the GPT-4o integration found under the 'Images' tab in Copilot.

Copilot now reads along on your screen: contextual help in real time

Another interesting addition is the screen analysis feature on Windows. With one click, Copilot scans your active window and provides instant support without having to explain what you are looking at.

How it works:

  1. Open Copilot on your Windows device.
  2. Click on the new "vision" icon.
  3. Select an app or window (for example, a spreadsheet, website or PDF).

Then you can ask questions like, "What do these numbers mean?", "Summarize this paragraph" or "What steps should I take next?" You not only receive targeted answers, but also a transcript that you can save or share with your team. Useful for presentations, meetings or client preparation.

This feature works without a subscription and is available on most recent Windows versions.

Copilot as voice assistant on Android: faster switching with AI

Copilot can now be set as the default voice assistant on Android. By holding down the power button, you instantly start a voice session that responds to what you are currently seeing on your screen. For example, you can ask questions about an article you're reading, quickly send a message or set an alarm, or look up additional information without leaving your current app.

Setting up is easy: go to your settings, choose "Set Copilot as your Assistant," and you're ready to work hands-free with AI.

What does this mean for you as a marketer?

These updates make Copilot more relevant to marketing teams looking to combine speed, creativity and contextual intelligence. You no longer have to switch between tools or workflows: in Copilot, everything is at your fingertips.

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Most conversations about AI usually revolve around American names like OpenAI or Anthropic. But behind the scenes, powerful, accessible models are also being worked on in Europe. One of the most notable players is Mistral AI. This relatively young French company is pushing hard and their latest release, Medium 3, is a signal that we should take them seriously.

What is Mistral AI?

Founded in 2023, Mistral AI is committed to powerful, open and modular AI models, developed entirely in Europe. In a short time, the company grew into a serious competitor to the big names from the US and China. Whereas many similar companies focus on closed ecosystems, Mistral instead opts for flexibility and transparency.

With the launch of Mistral Medium 3, the company is launching a new model aimed at professional applications within organizations, from coding to data processing and everything in between.

What can you do with Medium 3?

Mistral Medium 3 is a multimodal language model designed for robust business deployment. Consider tasks such as complex data analysis, calling API functions and content generation at scale. What sets Mistral Medium 3 apart from other models is its combination of performance, affordability and flexibility. The model scores high on benchmarks. In doing so, it also scores high on tasks traditionally considered technically complex such as code- and STEM-related tasks. At the same time, costs remain low; according to Mistral, running costs are up to eight times lower than comparable models such as Claude Sonnet 3.7. And perhaps most notably, the model offers complete freedom of use. You can run it locally within your own infrastructure, fine-tune it to your own data, and easily integrate it with existing systems or marketing tools. This combination makes the model not only powerful but also practical to use.

Local deployment and full control

So one advantage of Mistral Medium 3 is that you can deploy it completely locally. This sets it apart from many cloud-based AI services that process data externally. For marketing teams working with sensitive data, this is a godsend. You retain control, can fine-tune and tailor the model to your brand language or customer segments.

The model is available through platforms such as Amazon SageMaker and Mistral La Plateforme, with integrations coming for Azure, Google Cloud and IBM WatsonX.

European solidity in a fast-moving market

Most AI tools so far have been built outside Europe, with different laws, regulations, data structures and compliance requirements. Mistral AI shows that things can be different with strong models like Medium 3, which comply with European laws. This means fewer concerns about privacy laws and easier integration within European organizations.

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Developments around ChatGPT continue at lightning speed. Last week OpenAI implemented new features worth including making the memory feature available in Europe and GitHub integration. OpenAI continues to add tangible value for everyday use.

Memory function in ChatGPT now available in Europe

A much-needed feature is now finally available in Europe: memory. For users with a Plus or Pro subscription in the EEA, UK, Switzerland, Norway, Iceland and Liechtenstein, the memory feature is now fully rolled out. This addition allows ChatGPT to remember previous interactions, including your preferences, tone of voice or specific practices.

That means no repeating information with each new conversation. The tool recognizes recurring themes, automatically picks up context and better matches answers to your style.

The memory feature is on by default, but you can also turn it off or reset it. Go to Settings → Personalization → Memory to manage your settings.

In-depth code analysis thanks to GitHub integration

Another addition is the GitHub integration within Deep Research. This allows users to link a GitHub repository, after which ChatGPT analyzes not only the source code but also pull requests. This results in clear, understandable explanations with source references.

For those working on products or platforms with technical components, think product owners, growth marketers or technical copywriters, this feature is ideal. You no longer have to manually search code or depend on others for every detail.

The GitHub integration can be found in the interface under: Deep Research → GitHub

OpenAI's structure change: impact over profit

In addition to functional innovations, things have changed strategically at OpenAI. The company has announced it is changing its for-profit structure to a Public Benefit Corporation (PBC), a legal form that mandates social impact in addition to profit goals.

The nonprofit retains control of OpenAI, remains the largest shareholder of the new PBC, and remains responsible for guarding its original mission: ensuring that AGI benefits humanity. This new structure makes it easier to attract scalable resources, while remaining true to the company's original mission. of the company.

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During the recent Season 9 webinar, Descript introduced a new feature: the AI Video Maker. This tool takes a script or audio file and automatically builds a complete video from it. What you get as output? An animated avatar reciting the script, including lip sync and voiceover, visual scenes, transitions and even stock footage.

Descript automatically splits your script into scenes with appropriate layout and structure. The editor supplements each scene with relevant visual elements such as images, transitions and subtitles. All you have to do is provide the story; the rest is done automatically.

AI avatars: present without a camera

Descript also recently introduced AI avatars. These avatars are animated presenters with realistic voiceovers that tell your message. You choose an avatar from the gallery or upload your own photo. You can then choose from 13 new voice profiles and have a personalized presenter within minutes.

For those who prefer not to be in front of the camera, or simply need to produce a lot of content in a short period of time, this is an ideal solution. Think of social content, product demos, explainer videos or onboarding material. Anything is possible, without even recording.

All in one production flow

What sets Descript apart is that everything comes together in one smooth workflow. The revamped screen recorder (Cmd + Shift + 2) makes it easy to combine screen captures with your AI-generated elements. Soon to be added are multitrack exports and more export options, making the tool even more comprehensive and powerful.

This all-in-one approach offers not only speed, but also scalability. You can create multiple videos at once, in different formats and styles, without having to start from scratch for each project.

What does this mean for marketers?

For marketers who use a lot of video in their strategy, think content for social media, sales enablement, product explanation or training, Descript is an instant accelerator in your process. Instead of hiring production teams or investing in expensive software, you create a professional video yourself within half an hour.

Moreover, this AI approach gives room for testing. You can create different versions of a message, aimed at different audiences, and quickly see what works or doesn't work. With the launch of the AI Video Maker and the addition of avatars, Descript shows that video production can be smarter and more accessible.

Take a leap forward in your marketing AI transformation every week

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Visual consistency in content creation is often a challenge. AI image platform Runway is now introducing a feature that directly addresses this challenge: Gen-4 References. It allows you to create consistency in faces, locations and styles within your visual expressions.

What is Runway Gen-4 References?

With Gen-4 References, Runway allows you to upload up to three reference images. These could include a selfie, an AI image or a photo of a specific location. These images serve as input for the AI, ensuring that the generated video or image remains visually true to the original.

You can name these reference images, such as @maaike or @meetingroom, and use them later in prompts. A simple instruction like "Show @maaike in the same location as image 2, with evening light" is enough to create a new, customized scene in which the character, setting and atmosphere remain consistent with previous material.

What you can use References for

Marketers working with AI tools know that visual output can often be surprisingly good but also very variable. With References, that problem largely disappears. This new feature is applicable in many situations.

Think of content series on social media, where each image is part of a bigger picture and the target audience needs to be able to quickly recognize who or what is in the picture. Runway Gen-4 References also comes in handy when developing storyboards for videos or campaigns because you can maintain visual consistency across scenes without having to fine-tune each time. It also opens up possibilities for AI-based visual storytelling in branding projects or internal communications, where one face or setting across multiple expressions is a common thread.

How does it work?

Using the new feature is simple:

  1. Upload 1 to 3 reference images.
  2. Assign names to these images so you can use them in your prompts.
  3. Provide instructions in natural language referring to these references.

For example, "Show @maaike in the same conference room as image 3, but with morning light and a blue blazer." The AI then creates a new visual where facial features, setting and atmosphere are based on the references. You can even generate multiple versions with varying camera angles or compositions.

What works well and availability

According to Runway itself, the strength of the current version lies mainly in faces and locations. Support for objects, styles and specific colors will soon follow. So it is becoming increasingly realistic to build long-term content series with AI as a visual partner.

The References feature is available to all paid users of Runway. The feature is fully integrated into the Runway interface.

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OpenAI has made major improvements to ChatGPT's search functionality including an optimized shopping experience. Where it once started as a text generator, you can now see visual product maps and buy items directly.

From asking to buying in ChatGPT

You can now search for products within ChatGPT and instantly see visual product maps, including prices, specifications and user reviews. In the process, direct purchase links are also available, completely ad-free.

The approach is content- and context-driven. No paid placements, but organic recommendations based on relevance. This makes ChatGPT shopping something fundamentally different from what we are used to from Google Shopping or marketplaces like Amazon.

Search as a fast-growing function

OpenAI now calls Search one of its most popular and fastest-growing features. With more than a billion searches in one week, this is immediately evident. Users are seeing Search increasingly become a central interface for searching and now, therefore, buying. For brands and marketers, this means the importance of being the highly visible within AI interfaces is growing.

The recent update introduces a series of features that significantly improve the search and buying process:

  • Organic Shopping: AI chooses products based on content and context, not ads.
  • Multi-source citations: You can now view multiple sources simultaneously to verify or deepen information.
  • Highlight UI: You can see exactly which part of the answer belongs to which source.
  • Trending searches: Instant overview of what other people are searching for.
  • Autocomplete: Smarter prompt suggestions while typing.

For Shopify store owners: AI is your first visitor

No official integration has been announced yet, but indications of a possible link with Shopify have been found in ChatGPT Shopping's code. For store owners, now is the time to prepare your shop for it. Start optimizing product pages by using clear titles and descriptions, combined with current prices.

In addition, it is important to add structured data via schema.org so that AI can correctly interpret your page content. Also, make sure reviews and ratings are visible with the help of review apps. And finally, keep publishing new content regularly around frequently asked questions, the use of your products and relevant comparisons. This way, you will increase your findability within AI-driven interfaces even before integration becomes a reality.

GPT-4o update reversed

In addition to the shopping functionalities, OpenAI also reversed last week's GPT-4o update because the model had become too accommodating. In an effort to make the AI more personal and helpful, it created a pattern of behavior that was mostly affirmative and complimentary, even if it was less content.

OpenAI acknowledges that they were too focused on "positive" feedback such as thumbs up, without considering the long-term relationship between user and AI. The company is now working on new techniques to give the model behavior that is helpful without overly pleasing in the process. In doing so, they are focusing on refining training methods and system prompts and are pushing for more safeguards for transparency and fairness. They are also working to expand testing opportunities with users so that feedback is more broadly and fully incorporated. Finally, users will have more control over how their AI behaves, making interactions more personal and relevant.

Take a leap forward in your marketing AI transformation every week

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Grok by Elon Musk keeps growing. Recently, Grok Studio appeared in which you can work on documents and code. Following in the footsteps of tools like ChatGPT Vision and Google Gemini Live, which have been processing images and voice for some time, Grok now adds an interesting layer: vision mode and real-time voice search.

How does Grok Vision work?

With the new Vision mode, you use your iPhone's camera as input for Grok. Point your camera at a product, screen, menu or poster, and the AI recognizes what you see in real time. Not only objects, but also text and even people are analyzed. What makes Grok distinctive is the context it adds: what you see is immediately linked to relevant explanations or follow-up questions.

The experience is reminiscent of ChatGPT Vision or Google Gemini Live. Thanks to real-time voice search, you can also stay in direct conversation with the AI without typing anything.

How to use Grok Vision in practice

Grok Vision's strength lies in its speed and applicability on location. Imagine you're working on a live activation campaign. You scan a poster or screen, and within seconds Grok provides feedback on text, design and visual balance. Not only do you gain insight, you can immediately continue to ask questions and test scenarios.

Are you working on a new design concept? Then Grok can serve as a visual sparring partner. You scan a mock-up and ask if it fits within the brand identity or if optimizations are possible. The AI responds immediately, with suggestions based on what it recognizes and what you ask.

Many AI tools are limited to text input. Grok has a fluid voice interface. You speak your question and the AI responds instantly, including follow-up questions or visual cues. That makes it ideal for on the go, during brainstorms or at times when speed is important.

The voice feature is available to all iOS users. For Android users, the feature is only available with a SuperGrok subscription.

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Creating and editing videos can sometimes be unnecessarily time-consuming. Descript, known for its text-based editing platform, responds to this with the introduction of an AI co-editor that automates repetitive tasks and supports creative workflows. 

What can the new Underlord agent do?

Underlord is an AI assistant within Descript that acts as a smart co-editor. Where before you could use Underworld to ask questions, Underlord now interprets your instructions through a chat-driven interface and performs edits based on your script, audio and visuals. Whether you want to clean up a podcast, adapt a video to your brand style or repurpose content for social media, Underlord simplifies the editing process.

Key new features of Underlord

The new Underlord agent reads your script, listens to audio, views visuals and makes its own adjustments. Consider:

  • Automatic edits
    Underlord automatically removes filler words such as "eh" and "uh," shortens long silences and eliminates repetition. This results in a smoother and more professional audio experience without manual cutting and pasting.
  • Visual optimization
    With features like automatic speaker centering, eye contact correction and background replacement, Underlord makes your videos look professional,without having any prior knowledge. You can also add stock footage and a B-roll, and customize the style of your video based on your brand deck.
  • Content repurposing
    Underlord helps create short clips and highlight reels suitable for platforms such as Instagram and YouTube Shorts. In addition, it can translate videos and subtitles into 23 different languages, allowing your content to reach a wider audience.
  • Publishing support
    The AI assistant automatically generates titles, summaries, show notes and descriptions for your content, speeding up and simplifying the publishing process.

Try it yourself?

Although the new AI co-editor is still in the beta phase, it promises to become an even more valuable tool. By using AI as a co-editor, it becomes possible to produce content faster and more effectively, leaving you more time for creativity yourself, for example.

You can sign up for the beta version on the official Descript website.

Take a leap forward in your marketing AI transformation every week

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While OpenAI is integrating more and more features with models like GPT-4 and the upcoming video model Sora, Google is also building a strong ecosystem that brings together text, image, audio and video. A new addition within Google's Gemini is Veo 2.

From prompt to production in seconds

Gemini Advanced users can now instantly generate short videos based on a text prompt. The process is surprisingly simple: provide a detailed description and you'll get back an eight-second, high-resolution video. Think scenes with fluid motion, realistic action and visual styles ranging from cartoonish to almost cinematic.

What can Veo 2 do?

Veo 2's strength lies not only in speed, but especially in the combination of creativity and consistency. The output is realistic and opens doors for storytelling in an AI-driven marketing mix. Key features of Veo 2:

  • 720p eight-second videos
  • Realistic motion and physics
  • Text prompt as the only input, with no additional settings or post-production
  • Accessible via gemini.google.com or labs.google/whisk (not yet available in the Netherlands)
  • For Google One AI Premium users

Combine images into short animation

An interesting addition is Whisk Animate, available through Google Labs. This tool allows you to combine two images into a short animation. Think of a static illustration that subtly begins to move, or a product shot that visually comes to life. Whisk Animate is still in an experimental phase, but it certainly has potential for brands with a strong visual identity or storytelling strategy.

What does this mean for marketers?

The rise of AI tools like Veo 2 is having an impact on the way content is developed. Whereas AI was first used primarily for text production, it is now becoming a full-fledged player in visual communication as well. This presents opportunities for marketers who want to move quickly. Video content can be tested and adapted faster, without high production costs. Moreover, it offers the freedom to easily create multiple versions by making small changes to the prompt.

The arrival of Veo 2 shows how natural it is becoming to develop images and video with AI as well. Whereas today it is still about short fragments, it seems only a matter of time before longer formats come within reach.

Take a leap forward in your marketing AI transformation every week

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What role do intuition, transparency and human values play as AI increasingly decides along in a world where technology is changing faster than organizations? Daphne Laan, AI entrepreneur, boardroom whisperer and founder of Planetir, is a guest with Aaron Mirck and Denis Doeland in episode 3 of the podcast AI & Leadership and takes us through her take on these developments.

Leadership is no longer black and white

"Listening is not a weakness," Daphne argues. "On the contrary, it is a form of strength." In the podcast, she details how leadership in the AI era is shifting from hard KPIs to soft skills such as empathy, intuition and creativity. That doesn't mean that making clear choices or providing direction is out of the picture. On the contrary, good leaders make decisions with reasoning and with attention to human context.

The traditional idea of leadership, rational, decisive, top-down, is under pressure. Especially now that AI is coming alongside the leader as a sparring partner. AI offers insights, dashboards, scenarios. But interpreting them, embedding them in culture and vision, requires something different, something human.

From underbelly to collective intelligence

In the podcast, Daphne makes a distinction between "shoving everything under the rug" versus "putting everything on the table." AI helps facilitate the latter. Think of tools that uncover unspoken sentiments, or feedback systems that give a place to all voices within an organization. This creates what she calls collective intelligence, a combination of human experience and AI-driven insights.

AI thus becomes not a replacement for the leader, but an enrichment of one's field of vision. A dashboard full of insights is not valuable until it is discussed. That requires leaders who dare to be curious not to avoid those silences, and instead to see decision-making as a team process.

The balance between man and machine

According to Daphne, there are two levels where dee balance between AI and human leadership is sought. On the one hand, in product development: how do you make sure that AI applications reflect the right values? On the other in collaboration: how do you use AI to make hidden information visible,and then really listen to it?

Leaders must therefore learn to be comfortable with the unknown. "Dare to let go," says Daphne, "not from naiveté, but from trust." Her experience at Google shows that results often improve when you feel first and then steer.

Leadership from connection

The aflvering also discusses that intelligence is not only in the head. Daphne points out the value of "the heart" in business contexts. Making the connection between reason and emotion creates leadership that is supported, and that delivers more. Not only on a human level, but also in results. Because yes, empathy leads to more effective collaboration. And trust accelerates decision-making.

Denis concurs. In his work for PXR Media, he sees how important it is to adapt leadership to the stage of an organization. Sometimes servant leadership works perfectly, sometimes top-down is needed. But always, transparency and honesty are the basis.

From buzzword to awareness about responsible AI

The conversation also touches on the ethics of AI. Responsible AI, according to Daphne, is more than a label; it is a consciousness issue. Organizations must ask themselves why they are developing AI, and what values they are including in that development. That requires leadership at every level, including the boardroom level.

So it's not just about what AI can do, but more importantly what we want to do with it. And that requires reflection, dialogue, and a culture where responsibility is shared.

The new definition of leadership

Is AI going to fundamentally change the way we define leadership? If it were up to Daphne, absolutely. "We're opening the door to a new kind of leadership," she says. Not necessarily "feminine," but balanced. Creativity, empathy, results orientation, all equally important.

The podcast AI & Leadership is created by Aaron Mirck, Michiel Schoonhoven and Denis Doeland. This podcast is for anyone who wants to deploy AI with vision and responsibility. Episode 3 can be listened to on Spotify and YouTube.

Take a leap forward in your marketing AI transformation every week

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.

Sign up for Marketing AI Friday for free.

Marketing AI Friday