"Here's why this partnership is so relevant and newsworthy..." Or so said Google's NotebookLM when I prompted it to write a column explaining why you should care about its collaboration with Spotify.

"This is one of those transformative moments in transmedia," asserts Jonathan Millar, CMO of animation studio Barrier Four, which is creating new kinds of "playable media" campaigns for brands like Netflix on the metaverse platform.

By leveraging CGI and virtual production methods, the toy manufacturer took a step out of its comfort zone in order to mirror the immediate, visceral experience of creativity that the product offers kids.

As I read Dentsu's latest report about gaming, it seemed part manifesto, part love letter and part cheat sheet. But I'm not its target audience. Marketers are. So I spoke with its author about it.

It's not literally a lab with beakers and test tubes, but utilizes tens of thousands of scientifically designed data tests to prove or disprove media hypotheses.

The watermarks are embedded directly into AI-generated images, audio, text and video. Some call it a "game-changer" for advertisers and marketers.

Microsoft and Salesforce recently announced AI agents and now Google will join a crowded but lucrative space. Code-named Project Jarvis, the technology will conduct consumer functions to minimize mundane tasks.

Google's Sarah Kennedy this morning pitched the ANA on trying its new NotebookLM application. So I did, and this column is the result.

AI gives AR its intelligence, the ability to understand and interact with the world around you, making the experience fluid - and almost magical.

The next frontier isn't just brands creating their own LLMs. It will be brands collaborating with adjacent companies to create a shared LLM that provides even greater value.