Rebecca Sentance

1 week ago | econsultancy.com | Rebecca Sentance

Customer service was one of the earliest functions to yield tangible applications for generative AI. From summarising cases behind the scenes and assisting agents on the fly to directly interfacing with customers, the use cases for generative AI in customer service are numerous, and many businesses are either experimenting with or have already deployed GenAI in this way. But which ones are seeing real results, how are they benefiting, and what lessons can we take from their experience?

1 week ago | econsultancy.com | Rebecca Sentance

The many LinkedIn posts about SEO’s death have been greatly exaggerated. That was one of the key takeaways from day one of Brighton SEO’s annual gathering of search experts. The conclusion was not that any one factor (say, GenAI, or TikTok) has single-handedly ‘upended’ search as we know it. Rather, the reality of what it means to optimise for search now is much more nuanced – and interesting – than that. Here’s why, and how to go about it.

3 weeks ago | econsultancy.com | Rebecca Sentance

TikTok has made increasing moves to shore up its performance offering and establish itself as a platform that offers bottom-of-funnel conversions as well as top-of-funnel awareness. Its latest launch in that vein, however, may raise some eyebrows: in February, TikTok announced Automotive Ads: catalogue-based ads that target users who may be in-market for a vehicle purchase.

1 month ago | econsultancy.com | Rebecca Sentance

Retail media is as hot a topic as ever. Alongside the clear opportunities, however, there remain hurdles to unlocking its full potential. Expert contributors to Econsultancy’s 2025 retail media trends round-up identified first-party data, scaling the in-store proposition, and connecting the dots across channels as some of the major themes and challenges facing retailers this year.

1 month ago | econsultancy.com | Rebecca Sentance

“The announcements and developments in [the generative AI] space keep on coming,” consultant Neil Perkin commented in the latest edition of Econsultancy’s quarterly trends series Digital Shift. The Q1 2025 Digital Shift packed in insights about a raft of developments in the world of genAI, from the intersection of large language models (LLMs) and search to the AI-enhanced martech landscape, to how marketers are adapting to an industry increasingly shaped by these new technologies.