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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/

Reddit Battles AI Search Manipulation

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Reddit’s growing influence in AI search is creating an increasingly valuable marketing signal, and an equally obvious incentive to manipulate it. The platform has become an important source for AI-generated answers involving recommendations, comparisons, opinions and first-hand experiences. Discussions that were once primarily valuable to people browsing Reddit can now potentially influence how products and […]

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[STUDY] Google Closes In On ChatGPT

Leave a Comment / AI, ChatGPT, Claude, Google /

For much of the past three years, ChatGPT has been the default reference point for generative AI. It built the category, established the behaviour and became the product most people associated with AI search, research and everyday problem-solving. Google is now beginning to narrow that lead. Similarweb estimates that ChatGPT’s share of worldwide generative AI

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Copilot Builds Marketing’s AI Production Layer

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Microsoft is bringing brand systems directly into Copilot’s production workflow. Its latest release expands Copilot’s access to approved brand assets, organisational templates and governed business data across PowerPoint, Excel and the wider Microsoft 365 environment. Word, Excel and PowerPoint agents can also be called directly from Copilot Chat to create documents, spreadsheets and presentations. Taken

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Meta AI Feeds Expand Organic Reach

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Meta is using large language models to understand content more deeply across Instagram and Facebook, reshaping how posts are classified, recommended and distributed. Every public Feed and Reels post on Instagram is now processed through an LLM and assessed across factors including its topic, tone and likely audience relevance. Meta is also using its Muse

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[STUDY] LinkedIn Ads Influence More Than Leads

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LinkedIn advertising remains expensive by most conventional performance measures. Dreamdata’s latest B2B advertising benchmarks put the average LinkedIn cost per click at €5.98, compared with €1.60 for Meta. LinkedIn’s average CPM reached €34.33, more than three times Meta’s €9.18. Judged by clicks and short-term lead generation alone, the conclusion appears fairly simple. LinkedIn is a

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ChatGPT Builds Out Its Ad Platform

Leave a Comment / Ads, AI, ChatGPT /

OpenAI is rapidly adding the campaign controls, audience tools and creative formats required to turn ChatGPT advertising from a limited experiment into a functioning media platform. Advertisers can now run conversion-optimised campaigns, use daily budgets, apply geographic controls, upload campaigns in bulk and connect customer lists through custom audiences. A refreshed static ad format gives

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Google Search Holds Ground As AI Use Grows

Leave a Comment / AI, ChatGPT, Claude, Copilot, Gemini, Google, Meta /

Google Search was supposed to be one of generative AI’s first major casualties. As ChatGPT, Gemini, Claude and Perplexity attracted hundreds of millions of users, a seemingly straightforward assumption took hold. Every question directed to an AI assistant represented one fewer search for Google. Recent data suggests the market is behaving rather differently. According to

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ChatGPT “Work” Targets Business Adoption

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OpenAI has launched ChatGPT Work, a new agent designed to take on substantial projects across workplace apps, files and systems. Work can gather information from connected tools, break a larger objective into smaller steps and remain with a project for hours. It can produce editable documents, spreadsheets, presentations and web applications while users monitor progress,

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