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James Fitzgerald

James Fitzgerald is Executive Director of Programming at SMK, where he leads digital, social media and AI capability programmes for marketing, communications and leadership teams. He helps organisations build practical capability across social media strategy, content, AI adoption, paid media, search, digital communications and marketing transformation. James writes regularly for SMK on platform change, AI in marketing, digital strategy and the future of marketing and communications teams. Connect with James on LinkedIn: https://www.linkedin.com/in/jamesgefitzgerald/

[STUDY] ChatGPT Ads Favour Context Over Clickbait

Leave a Comment / Ads, AI, ChatGPT /

Early ChatGPT ad data suggests conversational AI rewards relevance over persuasion. Analysis from Adthena, based on more than 50,000 daily ChatGPT ad placements across 600 advertisers, found that the most common high-visibility ads are short, highly specific and tightly aligned to the user’s original prompt. Top-performing headlines observed in the study averaged around 30 characters, […]

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Microsoft Expands Copilot Studio AI Workflows

Leave a Comment / AI, Copilot /

Microsoft has announced a major expansion of Copilot Studio, introducing new governance controls, workflow automation features, and app integrations designed to help organisations scale AI agents more effectively. The updates reflect how enterprise AI platforms are evolving beyond standalone assistants into broader operational systems. Microsoft’s broader AI strategy is built around Microsoft 365, the company’s

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Google Expands AI Search To YouTube

Leave a Comment / AI, YouTube /

Google is testing a new AI-powered search experience within YouTube, introducing more conversational discovery tools for users. The feature, called Ask YouTube, expands Google’s wider AI search strategy and brings more interactive search functionality directly into YouTube. The update is significant given YouTube’s role as one of the world’s largest search platforms. Often described as

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ChatGPT Self-Service Ads Launch

Leave a Comment / Ads, AI, ChatGPT, OpenAI /

OpenAI is taking a major step toward turning ChatGPT ads into a scalable advertising platform, introducing self-serve campaign buying, CPC bidding, and improved measurement capabilities. Until now, ChatGPT advertising has operated as a tightly controlled pilot programme, largely limited to major brands and agency partners. The latest updates signal a shift toward broader adoption, opening

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[STUDY] LinkedIn Engagement Benchmarks Shift Again

Leave a Comment / LinkedIn /

LinkedIn’s latest benchmark data points to a platform evolving far beyond professional networking. Engagement is rising, audiences are rewarding deeper content, and brands are adapting their publishing strategies to keep pace with changing user behaviour. Based on an analysis of 1.3 million LinkedIn posts from more than 16,000 business pages, the 2026 benchmark report highlights

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Meta Expands AI, Creator & Reels Ad Tools

Leave a Comment / Ads, AI, Meta /

Meta is evolving its ad ecosystem around three areas: culture, creators, and AI. Recent updates across Reels, partnership ads, and generative tools show how these elements are becoming more tightly integrated, with implications for how brands plan, produce, and optimise social campaigns. Culture Is Now A Planning Input One of the more notable developments, highlighted

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TikTok Boosts Brand Discovery With Keywords

Leave a Comment / TikTok /

TikTok has introduced keyword controls that give brands more influence over how their content is categorised and discovered. The update allows users to manage the keywords automatically assigned to their videos, offering the option to remove irrelevant terms and suggest more accurate alternatives. Although the feature applies to all users, the strategic value sits firmly

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Microsoft Pushes Copilot Into Brand Workflows

Leave a Comment / AI, Copilot /

For many in-house marketing and communications teams, Microsoft Copilot has become a default AI layer, largely due to its integration within Microsoft 365 and alignment with existing IT policies. It has already influenced how content is created. Drafting, ideation, and research have become faster. Execution, however, has remained more fragmented. Campaign messaging is developed in

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