Brands are chasing shortcuts, from AI tools to e-commerce tricks, to capture consumer attention.
Industry insiders say relying on technology alone can backfire, leaving campaigns hollow and disconnected from what truly resonates.
Some companies fell flat this year, but those that succeeded focused on distribution, product launches and in-store experiences that can’t be digitised.
AI isn’t a shortcut to great ads
Phil McDonald, CEO at BCM, said Liquid Death used AI “in the most perfect way”, referring to a fan-made AI ad for the brand, but warned it doesn’t guarantee advertising success.
He told Mediaweek that Coke is “one of history’s best advertisers”, but its Christmas ad showed “how not to harness AI to build your brand.”
“Not only that, they gave us the same lame gift last Christmas – it’s like your Nanna giving you socks every year,” McDonald said.
“There is nothing good about this. The idea that this type of AI can replace heartfelt, well branded powerful advertising is as believable as Santa’s elves.”
Avoiding common missteps
Veronica Cremen, managing director at Vonnimedia, said brands that achieved 300%+ growth invested in distribution and avoided common missteps, like flash sales, poor checkout experiences, high free-shipping thresholds and faulty promo codes.
Two of her fashion clients dropped collections in early November, helping them navigate the lull before the Black Friday and Cyber Monday sales went live.
“Everyone thinks of this period as a media and promotion period but forget about how powerful new products can be,” she told Mediaweek.
“Scarcity of inventory is everything – it drives all purchase behaviours. There’s always a debate about lost revenue, but it saves tens of thousands of dollars on ad spend.”
Learn from the winners
Ben Walker, chief doer at Those That Do, said retailers must focus on experiences that can’t be digitised.
He said that with Temu and Shein projected to control 50% of Australia’s online market by 2030, competing on price and convenience alone is “an unwinnable battle.”
“Mecca’s success with scent sommeliers and on-site facials, Rebel’s powered fitness zones and Rodd & Gunn’s Michelin-starred in-store dining prove the winning formula: services over stock, community over commerce,” he said.
“For 2026, brands must reframe store visits. Stop advertising ‘New arrivals in store’ and start promoting ‘Book your expert consultation.’ Australians will leave their homes and pay premiums, but only for what can’t be replicated online: expertise, personalisation, social connection and Instagram-worthy experiences.”