Social-First Marketing, Women’s Sports, and AI Ads on ChatGPT

Trends

What Social-First Marketing Looks Like in 2026

For the last decade, SAMY, a global communications agency, has published an annual report on what’s shaping digital marketing in the year ahead. For 2026, the team spoke with 27 social media experts across 22 independent agencies to take a closer look at how social-first marketing is changing. Many of the insights build on conversations we’ve already been having, including the growing authenticity paradox: as the use of AI becomes more common in creative work, trust still comes from real people, real stories, and content that feels human. The report also offers a clearer view of what’s coming next, from social becoming the starting point for ideas that show up in retail, events, and the real world, to the breakdown of the traditional funnel, where discovery, trust, and purchase now happen in the same scroll. It also points to a post-trend era, where brands are better off building consistent, recognizable creative instead of chasing every viral moment. For marketing and communications teams, it’s a helpful snapshot of where social is headed and how to show up more intentionally in the year ahead.

Why Marketers Can’t Ignore Women’s Sports Anymore

Women’s sports in Canada are having a moment, and the numbers back it up. According to the latest It’s Time report from Canadian Women and Sport, the professional women’s sports market has doubled in just two years, reaching nearly $400 million, with even more growth ahead. Fans are already there: two in three Canadians now say they follow women’s sports, and they tend to be younger, more diverse, and more values-driven than the national average. They’re also highly engaged. According to the report, brands that invest in women’s sports see a 25% lift in awareness, sentiment, and purchase consideration, and 79% of fans say they feel proud of brands that show up in this space.

Despite the growth, ad spending still hasn’t caught up. Many brands are measuring women’s sports against long-established men’s leagues, using outdated ROI models that prioritize size and history over loyalty, engagement, and cultural relevance. The takeaway is simple: women’s sports offer marketers a chance to connect with a fast-growing, engaged audience while the category is still being shaped. Brands that invest early, show up consistently, and align authentically with fan values won’t just reach people, they’ll build lasting brand equity along the way.

Industry News

OpenAI Is Bringing Ads to ChatGPT

OpenAI is beginning to test advertising on ChatGPT, introducing ads for logged-in users on its free tier and on ChatGPT Go. Paid subscriptions like Plus, Pro, Business, and Enterprise will remain ad-free. While the company had previously pushed back on advertising, OpenAI says the move is necessary to fund the massive investments required to stay competitive, and it’s rolling ads out with clear boundaries.

Ads will be clearly labeled, won’t influence ChatGPT’s answers, and will appear at the bottom of responses only when there’s a relevant sponsored product or service. Sensitive categories like health, mental health, and politics are off-limits, and guardrails are being put in place to ensure minors using the platform won’t receive ads. In addition, OpenAI has confirmed that user conversations won’t be shared with advertisers. Instead, OpenAI will provide only aggregated performance data, along with tools that let users understand why they’re seeing an ad, dismiss it, or opt out of personalization. Still, as consumer skepticism around AI-driven advertising grows, OpenAI faces the challenge of proving it can balance ads with its promise to prioritize user trust and deliver genuinely useful experiences.

Skittles Is Taking Its Super Bowl Ad Off-Screen

For Super Bowl LX, Skittles is leaning into a refreshingly human, decidedly low-tech stunt by having Elijah Wood deliver its commercial live, in person. During the game on Sunday, February 8, the actor will show up at a randomly selected fan’s doorstep to perform the Skittles ad read on the spot (Skittles in hand), bypassing TV screens and social feeds entirely. The “first-of-its-kind” live commercial is designed to promote the brand’s Super Bowl partnership with Gopuff, which will offer a Skittles-branded snack bundle during the game. More broadly, the move reflects a growing push by brands toward experiential, in-person moments as a way to cut through digital fatigue and oversaturated feeds. As Skittles put it, the live ad “cannot be paused, skipped, muted, or explained to neighbours,” a tongue-in-cheek reminder that sometimes the best way to get attention is to show up offline.