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Your ATTN Please || Thursday, 26 June

Your ATTN Please || Thursday, 26 June

June 26, 2025

Let’s embrace—

—alright let me cut you off right there, buster. Because as soon as I see the word “embrace,” I know you’re writing this using AI (also see “delve” “leverage” and “harness”). But as much as these tell-tale words show ChatGPT wrote it, they’re creeping into our actual conversations, too. And as useful as AI is, researchers say it’s leading to the flattening of dialects, muted emotional expression, and the loss of the little imperfections that make us, well, human.

- Charlotte Ellis, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

AI is changing how we speak, IG intros new editing features & TikTok launches a summer camp

Getting accused of using ChatGPT is like the modern-day witch accusation.

Except, it is changing the way we write, speak and think. According to The Verge, words less favoured by AI have declined in use. Meanwhile, words like “prowess” and “tapestry,” which are favoured by LLMs (and nobody really ever actually says irl) are showing up in our conversations.

Researchers are already documenting shifts in the way we speak as a result of ChatGPT – and see its linguistic influence turning into something bigger. That "thing" being the loss of human signals while adopting AI into our communication; the loss of agency in articulating our own thoughts; the verbal stumbles, vulnerabilities. Scary stuff, considering this is happening so quickly. More about it here.

Instagram has just added new editing features, including keyframe editing.

Meta really wasn’t playing around when it said was going to keep the updates rolling, particularly in its new Edits video editing app, which just rolled out four new elements. The latest drop includes more precise editing options for creators who want to lock tf in and be as granular as possible.

The update also has some additional text and voice effects. Keyframes is the main new element, which allows you to pinpoint specific edit points in the project while customising the presentation of each frame. Here’s how to use all the new bells and whistles.

“Kid Rot Summer” inspires TikTok to launch "Summer Camp" activities.

Last week, I wrote about how parents can’t afford to send their children to summer camp. This week, TikTok swoops in to the rescue. Coincidence? I think not. The app's “camp” is not an actual camp, but a set of in-app activities guiding users through hands-on-projects that they can share with others. A virtual hangout for youngsters of sorts.

The activities include things like slime creation, making miniature beach scenes, building a telescope and making firefly lanterns. This is music to my EARS because it’s so reminiscent of the things I did in childhood that everyone speaks about the next generation losing. Never thought I’d say this but thank you, TikTok, for sprinkling a little bit of whimsy back into the world (we need it.)

-Sophie Randell, Writer

DEEP DIVE

AI fluency is non-negotiable (so train your damn team)

We’re past the prompt-play era.

The “just have a go with ChatGPT” days are over. At this point, AI literacy is table stakes. Not just for the innovation team or that one clever intern, but for every single marketer on your roster.

From brand to performance, research to production, marketers must now know how to build with, deploy, and market through AI. This isn’t a future problem. This is right now. The industry is being rewritten in real time—and if your team isn’t learning, they’re lagging.

Let’s be very clear: AI isn’t a tool. It’s a tectonic shift.

First things first, the CMO is being rewritten.

I’ve seen whispers about this dotted around the internet for months. Now it’s undeniable. The CMO job description used to be about brand building, customer experience, and hitting growth targets. It still is, obvs. But now, it also includes:

Owning automation strategy
Leading org-wide AI adoption
Translating between data science, creative, and product
Managing new kinds of vendors (AI tools, prompt engineers, synthetic research partners)

CMOs must become systems thinkers—as comfortable talking model performance as they are discussing media spend. Because soon, your competitors won’t just be running better creative. They’ll be running AI-augmented operations that move faster, test wider, and waste less.

AI isn't a side hustle for marketing leaders anymore. It’s core business. Being a modern CMO means knowing how to brief both a creative team and a language model.

In saying that, every marketing role is getting an upgrade (or a rewrite, however you choose to look at it).

Your performance marketer is now part-analyst, part-automation architect. Your brand strategist needs to understand generative video tools. Your content lead should know how to run a synthetic research panel by lunch and write a Claude-accelerated product launch plan by 3pm.

This isn’t sci-fi, baby. It’s already happened.

The next generation of marketers aren’t just fluent in creative ideas. They also know how to:

Prototype with AI
Co-write with large language models
Work alongside design tools like Adobe Firefly or Google’s Flow
Optimise campaigns in real time using AI-driven feedback loops

The marketer of tomorrow is a shape-shifter: part storyteller, part coder, part product thinker, part data analyst. And depending on the day (or the sprint), they’ll need to embody all of the above.

So, the talent is rising (yay) but the transition may be messy (oh).

As much as AI creates new capabilities, it also exposes gaps. Senior marketers who’ve built careers in traditional structures might feel behind. Junior marketers fluent in AI-native tools are suddenly leapfrogging. Entire hierarchies are being destabilised by speed, fluency, and adaptability.

That’s not a threat. That’s a training opportunity.

The teams that thrive will be the ones that:

Upskill proactively
Celebrate internal learning loops
Give people time to experiment (and fail)
Rethink what seniority really means in a fast-moving environment

This is the beginning of a great marketing unbundling and reassembly.

Well then, is it time to rethink talent development and who to outsource to?

The thing is, you can’t outsource your AI brain. Agencies and vendors can help with execution, but if your internal team doesn’t understand what’s possible, you’ll always be behind. That means it’s time to rethink:

What do we need to build internally?
What do we no longer need to hire for?
Where do we empower experimentation?
What skills are truly differentiating for our brand?

Train for prompt fluency. Train for tool flexibility. Train for AI-literate leadership at every level of the org. Because your success in the AI era won’t be defined by your tech stack. It’ll be defined by your team’s ability to use it well.

AI is no longer just something you “play with” when the real work is done. It’s literally how the real work gets done. So if AI isn’t baked into your briefs, production timelines, creative development, customer research, content workflows, and campaign measurement…you’re not behind the curve. You’re off the freaking chart. Not in a good way.

Marketers shouldn’t just know what AI can do. They should know what it should do, and how to wield it with taste, intelligence, and intention.

AI isn’t coming for your job, but it may be coming for your job description.

So uh, yes. Train your damn team. Build the capabilities internally. Give your people the time and permission to experiment, fail, and level up. Because AI won’t make your marketing better on its own.

But the marketers who know how to use it? They’re about to eat.

-Sophie Randell, Writer

TREND PLUG

"You’re not gonna get the song the first time you hear it. You’re just not."

This iconic line comes from Nicki Minaj’s 2014 Complex interview, where she explained why her music doesn’t always click on the first listen.

She wasn’t apologising; she was warning you. And now TikTok is using that same energy to defend every niche obsession that requires... taste. People are using it to validate the things they swear are amazing (once you get past the first impression). Whether it’s music, food, shows, or chaotic opinions, the delivery is always deadpan. Minimal effort. Max confidence.

How you can jump on this trend:

Use the audio over a clip of you defending something that people usually hate until they don’t. Let the OST text do the talking. Bonus points if it’s something you’ve been ridiculed for.

A few ideas to get you started:

“The typo is intentional. It boosts engagement.”
Telling your manager we need to use that meme in the Q3 deck
Making the team sit through a 90-second TikTok because the last 3 seconds tie it all together

- abdel khalil, brand & marketing executive

FOR THE GROUP CHAT

😂Yap’s funniest home videos: Gotta play it cool for the audience
❤How wholesome: this made my day
🎧Soooo tingly: GLASS BREAKS!
🍝What you should make for dinner tonight: Caremalised Onion & Garlic Spag!

TODAY ON THE YAP PODCAST

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ASK THE EDITOR

Our content is getting saved and shared, but our views are low. How do we reach more people? -Akriti

Hey Akriti!

It's great that you're getting some good interaction with your content. But for the algorithm to push it to more people, you need to get your viewers to not just interact with the video, but watch to the end. The best way to do this is to use the storytelling structure we always talk about: setup, conflict, and resolution.

If you're telling a good story, viewers will get hooked and want to watch the whole thing. So focus on crafting a compelling narrative that makes viewers think, "I've got to see how this ends!" That's how you'll boost those view numbers and create more meaningful engagement.