Why is Performance Marketing Looking at Shrinking Returns?

For years, performance marketing distanced itself from brand and creative disciplines, positioning itself as a numbers game - analytical, precise, objective. But as automation takes more of the targeting, bidding and placement decisions, creative becomes one of the few levers marketers still directly control, says Paul Morris.

New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower‑funnel results when combined.

Discovery and decision-making are moving beyond traditional search, but without a clear measurement layer, brands lack the visibility needed to fully understand performance or invest confidently in this emerging channel.

According to Donna Benton, Founder & CEO, The ENTERTAINER, value isn’t always about saving, “it’s about feeling like you’re getting something worthwhile”. People still want a great deal, now more than ever… but they also want memorable experiences.

Industry leaders from automotive, retail, and enterprise technology explored how AI can unlock faster, more personalised CXs, but only when supported by the right skills, connected data, and a clear business purpose.

A recent report suggests that 24% of respondents feel AI created more coordination work, 22% reported lost context during handoffs, and 20% saw requests routed incorrectly.

Spenser Skates discusses the evolution of digital analytics, why retention should inform product strategy, and how AI agents are poised to automate insights, experimentation, and product optimisation at scale.

Behind every great customer experience is an engaged employee. Anastasiya Golovatenko, Account Director at Sherpa Communications, explores how leadership, purpose, and everyday behaviours shape the EX–CX connection, and why happier teams consistently deliver better business outcomes.

AI adoption is accelerating, but without strong data, processes, and strategy, it falls short. Marketers must prioritise fundamentals to unlock meaningful value from AI investments and integrations.

Mason Tay shares how brands can scale globally by balancing localisation, data-driven personalisation, and community-led growth while navigating fragmented markets and diverse consumer behaviours.