Destreza

Destreza / Thinking

AI discovery & customer choice

When an answer, an ad or an assistant changes the way a buyer finds and chooses a brand.

Newest first. Monthly analysis is ordered by its editorial “as of” date.

16 pieces

Two people and a dog sit on a sofa in a room with a Sonos soundbar and rear speakers; one listener wears headphones.
Inside The Weekly Cut 018: Sonos’s September 1 launch photography shows Beam Ultra, headphones and rear speakers in one home system. The products were announced alongside Sonos 27, the software update discussed inside this edition. Source: Sonos.

The Weekly Cut 018

ChatGPT ads expand. New models raise the bar.

The Weekly Cut 01810 min read

A wider advertising channel, more capable models and a staged rollout of image creation inside Google Workspace change the next marketing brief.

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A server holding an orange drink approaches two people in a beach chair outside a seaside kiosk, with the FLENS mark above.
Inside The Weekly Cut 015: FLENS’s “Neulich mit Spritz”, one of the films launched with its 1 May brand refresh. System1 revisits this execution in its 13 August review; it is not a new August launch. Source: Flensburger Brauerei.

The Weekly Cut 015

AI referrals and the product page’s new job

The Weekly Cut 0159 min read

Referral data, a customer-journey case and UK attitudes put the consequences for the customer ahead of the latest vendor launch.

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A can of Madrí Limón beside a glass of beer and cut lemons.
Inside The Weekly Cut 014: Madrí Limón, pictured in System1’s 6 August fruit-beer research. The study tests the appeal of product concepts; its 4.4-Star result for Madrí describes predicted potential, rather than observed sales. Source: System1 / Madrí Excepcional.

The Weekly Cut 014

AI moves closer to buying and making

The Weekly Cut 0148 min read

Snap opens its advertising data, ChatGPT adds product carousels and Adobe brings creative tools into the conversation.

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The GEICO Gecko in a sink wearing a snorkel, with the original Drain title and GEICO mark.
Inside The Weekly Cut 013: GEICO’s “Drain” campaign, released in April, is the subject of System1’s 30 July review. The official thumbnail shows the Gecko adapting a familiar character to another insurance message. Source: GEICO.

The Weekly Cut 013

Growing ad spend. A changing route to purchase.

The Weekly Cut 0138 min read

Platform earnings and channel investment put commercial context around a customer-facing AI shopping case.

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A complete desktop Chrome window displays a Jet2holidays hotel page beside Gemini’s comparison of three open tabs and a map.
Inside The Weekly Cut 011: Google’s July 14 UK demonstration shows Gemini comparing holiday options across Chrome tabs, alongside the retailer’s desktop website. The assistant moves closer to the buying task. Source: Google / Jet2holidays.

The Weekly Cut 011

Search starts doing the work

The Weekly Cut 0119 min read

Search moves closer to the task, AI discovery meets the sales conversation and the money available to marketers comes with a harder commercial brief.

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Cameron Adams and Bob Safian seated on a brightly lit Canva stage at Cannes 2026.
Canva co-founder Cameron Adams talks with Bob Safian at the Canva Cabana on 24 June 2026, during the Cannes week in which Canva announced Grow 2.0. Source: Canva.

The Weekly Cut 008

Canva connects creation to performance

The Weekly Cut 0088 min read

Creative tools move closer to the media buy, while new retail and conversational formats offer places to test the work.

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Emma Harman, Ndidi Oteh and Jo Cronk sit together on blue and orange chairs in the Whalar acquisition announcement photograph.
Inside The Weekly Cut 006: Also in this edition: Whalar’s Emma Harman, Accenture Song’s Ndidi Oteh and Whalar’s Jo Cronk, left to right, in the photograph supplied with the 8 June acquisition announcement. Source: Accenture.

The Weekly Cut 006

Search loses clicks. Retail media gains context.

The Weekly Cut 0069 min read

A new buying channel, a changing search journey and a retail-data connection sharpen the questions behind the media plan.

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Canva’s official Perplexity Computer example shows an attached launch brief and a prompt asking for a presentation to share with a leadership team.
Inside The Weekly Cut 005: Also in this edition: Canva’s new Perplexity Computer connector turns a working brief into an editable design. The announcement’s demonstration starts with a request to make a presentation from a launch brief. Source: Canva.

The Weekly Cut 005

AI answers: visibility, control and payment

The Weekly Cut 00510 min read

One week, three moves over who appears inside an AI answer and who is paid for the material it is built from.

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A presenter stands on the Google I/O stage before a screen about shopping on Google, with the event audience visible in the foreground.
Google’s shopping presentation at I/O on 19 May 2026. Its announced Universal Cart rollout is intended to bring more of the journey from discovery to purchase into Google’s products. Source: Google / I/O 2026 press photography.

Analysis 001

A brand still has a job when AI gives the answer

Analysis 0015 min read

Google’s May shopping and advertising announcements bring more of the buying decision into an AI conversation. Brands need accurate answers and a reason to be chosen.

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Two YouTube mobile upload screens show the controls for identifying realistic AI-generated or altered video.
YouTube’s 27 May announcement shows the creator’s AI-use controls during upload. The same update changes the labels viewers see and begins a phased rollout of automatic detection. Source: YouTube / Google.

The Weekly Cut 004

AI shopping, consumer control and clearer labels

The Weekly Cut 0049 min read

Consumer research challenges autonomous shopping while YouTube and Google change how generated work and trusted sources appear.

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Arba Kokalari speaks at a microphone, with Michael McNamara beside her, at the 7 May AI Omnibus press conference.
Inside The Weekly Cut 001: Arba Kokalari and Michael McNamara brief journalists in Brussels on 7 May after the AI Omnibus negotiations. Their provisional agreement would change the high-risk timetable while leaving deepfake disclosure on its August date. Source: Alexis Haulot / © European Union 2026 – European Parliament.

The Weekly Cut 001

ChatGPT ads, AI labels and Apple’s proposed Siri settlement

The Weekly Cut 0019 min read

ChatGPT Ads goes self-serve and names five new markets. Also this week, which AI Act deadlines moved and which did not, and Apple's proposed $250m Siri settlement.

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