2 posts tagged with "marketing"

Meta Description: Southeast Asia’s commerce is increasingly video- and social-led, yet many brands still underfund user-generated proof. Here is why that mismatch happens—and how to treat UGC as strategy, not decoration.

If you work on growth or brand in Southeast Asia (SEA), you have probably seen the same slide twice: a glossy hero TVC on one side, and a “community / UGC pilot” squashed into a footnote on the other. User-generated content (UGC) is not absent from the region—it is everywhere in chats, reviews, livestreams, and stitch-and-duet culture. What is underrated is how seriously organizations fund it, protect it, and measure it alongside performance media.

This post is about that gap: why UGC looks optional when the purchase journey is increasingly social, and what to do about it without pretending there is a single magic metric for every category.

Meta Description: McKinsey says agentic AI will power more than 60% of the total value AI generates in marketing and sales. Here's the data — adoption numbers, real case studies, org chart changes, and what the maturity gap means for teams still running pilots.

McKinsey's November 2025 analysis put a number on something most marketing leaders had already sensed: agentic AI will power more than 60% of the total increased value that AI is expected to generate across marketing and sales. Not a portion of the gains. The majority. And unlike the productivity claims that have surrounded every AI tool since 2022, this isn't about writing faster or scheduling posts. It's about agents that optimize prices, advance leads, run A/B tests, and manage customer interactions end-to-end — without waiting for a human to press go.

The data from 2026 tells a split story: near-universal adoption of AI tools, but a deep maturity gap in how teams are actually using them. Understanding that gap is the whole game right now.