Influencers Take Over The Ad World

PRESENTED BY ROKU

Happy Tuesday, Future Party. International travelers have arrived in droves for the World Cup, experiencing American food and culture for the first time — and discovering a surprising new obsession: ranch dressing. The condiment has become so popular with tourists that the TSA felt compelled to remind travelers that ranch belongs in checked bags. It may not be what the Founding Fathers envisioned, but here we are.

More than 250 influencers are attending this year’s Cannes Lions advertising festival, which kicked off on Monday.

Why It Clicks: The advertising industry has shifted dramatically in recent years, with content creators taking center stage. Consumers today are interacting with media in different ways, and traditional broadcast advertising is no longer working.

Behind the Screens: According to EMARKETER, 88.7% of established companies in the US plan to invest in influencer marketing this year, with a projected $12.42 billion spent in the space. Less than a decade ago, that percentage was under 40%.

Closing Deals: Content creators are more involved than ever in how brands sell products and market themselves. As a result, the power dynamics between creators and brands have shifted. Companies are looking to learn from creators, and instead of influencers competing for brand deals, brands are increasingly competing for influencers.

The Future of Marketing: As creators continue to become the center of the advertising ecosystem, brands may find themselves competing for influencer partnerships much the same way they once competed for prime-time ad slots.

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The development of powerful AI models that can take down governments and businesses is only months away, according to cybersecurity agencies.

The Big Picture: A signals intelligence alliance known as the Five Eyes — comprising Australia, Canada, New Zealand, the United Kingdom, and the United States — recently issued a joint statement warning of AI’s impending impact and urging leaders to “act now.”

Behind the Tech: The news comes in the wake of the Trump administration blocking foreign nationals from using Fable, an AI model by Anthropic capable of finding and exploiting cybersecurity vulnerabilities. Now, intelligence agencies are warning that leaders need to act fast to prevent major cybersecurity threats.

Final Threat: AI advancements will lower barriers for threats and increase the speed and complexity of attacks. While cybersecurity agencies are warning about currently known capabilities, it’s possible that China or other nations and companies are developing more advanced models.

Prediction: For years, the biggest cybersecurity threat was a suspicious email from a foreign “prince.” Soon, it may be an AI system that sounds more like your boss than your boss does.

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47.4% of you voted Yes, in the past in yesterday’s poll: Have you ever lived with your parents as an adult?

“After two brain surgeries, a broken leg, and losing my job.”

“I’m very glad I did. Not only did I save money, but I also got to spend more time with my parents, who both died when I was still relatively young — in my 20s and 30s.”

“Yes, until I got married at 23. The house we bought wasn’t available until a few days after our honeymoon — two months later than originally contracted.”

“I lived with my mom for about a year after college. My kids have periodically moved back home, but rarely for more than 2-3 months. We have good relationships, and they know they’re always welcome wherever I’m living.”

“Just being there a few days to help out around the house is too much for me.”

Let’s keep the conversation going. Join Poll Of The Day, so your opinions can shine. Discover how your views line up with your peers’, check out cool insights, and have some fun. It’s data with personality.

🎬 A24 and Google DeepMind have struck a $75 million partnership to develop AI tools for filmmakers.

🏈 ESPN is launching ESPN Fan House, a new platform that lets college sports fans engage with games through polls, rewards, merch, and more.

📺 Instagram is bringing creator content to TV, testing everything from episodic series and live programming to horizontal video as it expands beyond the phone screen.

→ Technology

🧵 Threads has hit 500 million monthly users, becoming the fastest-growing text app in history by turning niche interests into a growth engine.

💧 Nvidia is betting its next generation of AI infrastructure can ease one of the industry’s biggest sustainability concerns: water use.

⚫ Researchers at Nippon Paint have developed an ultra-black paint that absorbs 99.9% of visible light, making cars look almost two-dimensional.

🍽️ The hottest new restaurant may be your grocery store, where prepared meals are winning over budget-conscious diners.

🥗 Even as consumers cut back on restaurant spending, Chipotle and Cava are proving the customizable bowl is still worth the splurge.

💘 Move over dating apps: a new survey finds many Gen Z and millennial singles would be open to meeting a romantic partner at a funeral.