Blog Insights
Finding Harmony Between AI and Creativity in Changing Behaviours
At CI Group, we’ve always believed in the power of creativity to connect, inspire, and drive change. But as artificial intelligence (AI) has become a more significant part of our world, the way we approach creative work is evolving. Understandably, there is scepticism about AI dehumanising creative work, and causing it to lose that human […]
How AI is Transforming Partner Management for Technology Channel Businesses
Managing partners effectively has always been a core challenge for IT channel businesses. Juggling multiple relationships, aligning goals, and ensuring partners have the tools and support they need can be overwhelming. Enter AI – a game-changer that’s making partner management more efficient, personalised, and proactive. Here’s how IT channel businesses can use AI to strengthen […]
Will DeepSeek’s AI Success Ignite a New Open-Source Revolution?
How Their Transparency Might Shape the Industry In a move sending shockwaves through the tech industry, China’s DeepSeek has unveiled its latest AI model, R1, boasting capabilities that rival – and in some areas surpass – those of established giants like OpenAI. What sets DeepSeek apart is its unwavering commitment to transparency: the company has […]
Cultural Trends Shaping Marketing Messages in 2025: What Brands Need to Know
As we journey through 2025, a series of cultural shifts are profoundly reshaping how brands communicate with their audiences. To stay relevant and resonate with consumers, businesses must adapt their messaging to align with these evolving societal dynamics. Here are the key cultural trends shaping marketing messages this year: 1. Emphasis on Authenticity and Trust […]
Hyper-Personalisation: When AI Knows Your Customers Better Than You Do
By leveraging artificial intelligence (AI), businesses can analyse vast amounts of data to deliver highly tailored experiences—sometimes even anticipating customer needs before they arise. This shift prompts an intriguing question: could AI actually understand your customers better than you do? From Personalisation to Hyper-Personalisation Traditional personalisation focused on broad segmentation, grouping customers by demographics […]
2025 Marketing Trends: What Will Matter Most?
As we move through 2025, the marketing landscape continues to evolve, driven by technological advances, changing consumer expectations, and broader economic and cultural shifts. To remain competitive, brands should think about embracing the following key trends shaping the industry: 1. The Ascendancy of Artificial Intelligence (AI) AI remains at the forefront of marketing innovation, enabling […]
When to Pivot: Recognising the Signs Your Strategy Needs a Change
Clinging to an outdated strategy can lead to stagnation, but a well-timed shift can propel a company ahead of its competitors. The challenge lies in identifying the right moment for change. Here are key indicators that it might be time to rethink your approach. 1. Stagnant or Declining Growth If your business is experiencing prolonged […]
Can Creativity Be Measured? Debunking Myths About ROI and Innovation
The Myth: Creativity is Too Abstract to Measure A common belief is that creativity, by its very nature, defies quantification. This myth stems from the assumption that creative work produces only subjective or intangible outcomes. However, this perspective underestimates the measurable effects of well-executed creative campaigns. By aligning creativity with clear business objectives, brands can […]
TikTok’s 24-Hour Ban: A Window into Human Behaviour During Digital Disruption
Emotional Responses and Community Dynamics The recent 24-hour ban and subsequent reinstatement of TikTok in the United States offer a compelling case study in consumer behaviour amidst digital disruption. The sudden inaccessibility of TikTok elicited a spectrum of emotional reactions from its vast user base. Many users experienced disbelief, frustration, and a sense of loss, reflecting […]
The Rise of Crowd-Created Campaigns: Can Consumers Be Your Ad Agency?
The Power of Consumer Participation Inviting consumers to contribute to your campaigns democratises content creation, transforming audiences from passive observers into active participants. When individuals see their ideas or creations featured, they develop a sense of ownership and pride, strengthening their connection to your brand. This participatory approach doesn’t just engage consumers—it turns them into […]