The Future is Conversational: AI, Chat, and Creator Power Collide
Weekly briefing for AI-first marketers. News, tactics, and tools that move the whole funnel.
Rohit Maheswaran
July 02, 2025
Hey Funnel Friends🙋,
This week, we saw a massive shift in the industry for marketers, content creators, and AI enthusiasts. WhatsApp is quietly exposing the cracks in traditional marketing, while YouTube is rolling out a game-changer for brand-creator collaborations. Plus, we're diving into the reality of AI video generators and how your brand can show up where it matters most with AI-driven PR.
Below is your one-scroll briefing to turn those plot twists into pipeline. Let's dig in⛏️.
On the Menu 🍽️
📲 WhatsApp's Evolving Role: From personal chats to a new advertising frontier.
🤝 YouTube's "Open Call": Scaling creator partnerships for massive impact.
🤖 Making Brands Pop in ChatGPT: Leveraging GEO and LLM marketing for PR.
📽️ The Reality of AI Video Generators: What they can (and can't) do for your brand.
🎙️ Podcast: How AI Is Accelerating Traditional Market Research with ft. Paul Ruscoe.
🚨 Tool Spotlight: Synthesys Ai, a high quality synthetic media generation tool.
🛠️ Weekly AI tools that will save you hours every week.
📲 WhatsApp's Evolving Role: From Personal Chats to a New Advertising Frontier
Marketers are moving away from broad, impersonal campaigns as platforms like WhatsApp prove the power of direct, real-time communication. WhatsApp is evolving into a serious marketing channel with its latest move by introducing WhatsApp ads, prioritizing privacy while enabling more targeted engagement.
Key Points:
WhatsApp is rolling out ads in the “Updates” tab and via Promoted Channels.
Targeting is based on basic info (e.g., location, language), not private messages.
This shift highlights WhatsApp’s role in more personalized, responsive marketing.
It marks a significant step in the platform’s broader monetization strategy.
Why it matters:
Direct Engagement: WhatsApp allows for one-on-one conversations, building stronger customer relationships.
New Ad Inventory: Brands now have a direct advertising avenue within a platform used by 1.5 billion people daily.
Personalization at Scale: With the right tools, you can automate personalized interactions, making every customer feel heard.
Try this: Explore the new ad formats on WhatsApp Business. Consider how you can leverage "Click-to-WhatsApp" ads on Facebook and Instagram to drive direct conversations and sales, integrating this with your existing customer journey mapping.
Takeaway: It's time to re-evaluate where your audience truly lives and communicate with them there. WhatsApp isn't just a messaging app; it's a direct line to your customer's pocket, now with new opportunities for visibility.
🤝 YouTube Launches "Open Call" a New Way for Marketers to Connect Creators and Brands at Scale
YouTube is making it easier for brands to tap into creator power with its new “Open Call” initiative. By centralizing how marketers connect, brief, and collaborate with creators, YouTube is positioning itself as a go-to hub for efficient, large-scale brand campaigns.
Key Points:
“Open Call” simplifies how brands discover and collaborate with YouTube creators.
It eliminates the hassle of manual outreach and negotiations.
Campaign management, briefing, and creator engagement happen within YouTube.
This move strengthens YouTube’s role in brand storytelling and audience reach.
Why it matters:
Efficiency: Simplifies the discovery and collaboration process with creators.
Scalability: Enables brands to run larger, more impactful creator campaigns.
Authenticity: Connects brands with creators who genuinely resonate with their audience.
Try this: Explore the "Open Call" program on YouTube's brand resources page. Brainstorm 2-3 campaign ideas where scaling creator content would significantly amplify your message. Consider how this could integrate with your broader omnichannel strategy, leveraging unified measurement platforms for clear ROI.
Takeaway: Creator marketing is no longer just for big brands. "Open Call" empowers marketers of all sizes to tap into authentic voices and reach new audiences effectively.
How PR Pros Can Use GEO and LLM Marketing to Make Brands Show Up in ChatGPT 🤖
As large language models like ChatGPT reshape how people access information, PR is entering a new era. The focus is shifting toward ensuring brands are accurately represented in AI-generated content through smart strategies like GEO and LLM marketing.
Key Points:
PR now includes optimizing brand visibility in AI responses using GEO (Generative Engine Optimization).
It’s about influencing how LLMs source and synthesize brand-related information.
Success relies on establishing credibility and authority, not just keyword stuffing.
This marks a new frontier in digital PR and brand reputation management.
Why it matters:
Future of Search: LLMs are increasingly influencing how consumers discover information.
Brand Authority: Appearing in AI responses builds trust and credibility.
Proactive PR: Moving beyond traditional media to shape AI narratives.
Try this: Identify key questions related to your brand or industry that a user might ask ChatGPT. Then, consider how you can create and disseminate high-quality content that an LLM would likely prioritize when generating its response.
Takeaway: The next frontier for PR isn't just about media mentions; it's about optimizing for AI "mentions" and ensuring your brand's voice is heard in the intelligent conversations of tomorrow.
The Reality of AI Video Generators: From Hype to Practical Application 🎥
AI video generators are transforming content creation by offering fast, efficient ways to produce video at scale. But while they shine in short-form and iterative content, they’re not (yet) a replacement for human-driven storytelling and emotional depth.
Key Points:
Great for short videos, repurposing footage, and A/B testing content.
Speeds up production and reduces manual effort in repetitive video tasks.
Still limited in handling complex narratives or emotional storytelling.
Best used strategically to support, rather than replace, human creativity.
Why it matters:
Speed & Scale: Generate multiple video variants quickly for testing and diverse campaign needs.
Cost Efficiency: Significantly reduces the traditional costs associated with video production, like studio time and actors.
Accessibility: Lowers the barrier to entry for brands wanting to incorporate video into their marketing mix.
Try this: Identify a recurring need for short marketing videos in your strategy (e.g., social media ads, product explainers, quick announcements). Experiment with an AI video generator to produce 3-5 variations for one of these needs. Focus on efficiency and iterative improvement rather than seeking cinematic perfection.
Takeaway: AI video generators are powerful tools for specific, high-volume video tasks and rapid experimentation, but human creative oversight remains essential for compelling storytelling and brand authenticity.
🎙️ Listen to our latest podcast episode ft. Paul Ruscoe
Listen to Paul Ruscoe (VP | Marketing Intelligence at Incubeta) as he joins Rohit at Full Funnel to share about CFO-Ready Marketing Measurement Strategies.
A powerful case study on turning around a major brand by shifting investment away from an over-reliance on performance channels. If you want to upgrade your measurement stack and have more effective conversations with your finance team, you can't afford to miss this.
This is a must-listen for smarter, faster marketing bets. 👇
🧰 Framework of the Week: The AI-Driven Omnichannel Experience📈
This framework outlines how to integrate AI across various touchpoints to create a seamless and personalized customer journey.
Unified Data Foundation: Consolidate customer data from all channels (web, social, direct messaging, CRM) into a single, accessible source, ideally a CDP.
AI-Powered Insights: Leverage AI to analyze this unified data, identifying customer segments, predicting behaviors, and uncovering personalized opportunities.
Intelligent Content & Offers: Use generative AI to create tailored content, product recommendations, and offers that resonate with specific customer segments.
Automated Personalization: Implement AI-driven automation for real-time personalization across email, website, ads, and direct messages (like WhatsApp).
Try this: Choose one customer segment and identify three different channels they interact with your brand. Brainstorm how AI could personalize their experience across these three channels, from initial discovery to post-purchase support.
Hook Tip: Stop treating channels separately - use AI to unify data, personalize content, and automate experiences across every touchpoint.
🚨 AI Tool Spotlight: Synthesys AI
Synthesys AI - This platform allows you to create realistic AI voices and videos from text, enabling scalable content creation for marketing, training, and more, without the need for actors or recording equipment.
What it is: Synthesys AI is a powerful platform for generating high-quality synthetic media. It enables users to create realistic voiceovers in multiple languages and accents, as well as professional videos using AI-driven avatars, eliminating the need for traditional recording setups or human presenters.
Why it's hot: It significantly reduces the time and cost of producing multimedia content. Marketers and creators can quickly develop voiceovers, explainer videos, and virtual presentations at scale, making it ideal for marketing, training, and internal communications. With Synthesys AI, brands can achieve studio-level output with minimal resources and maximum efficiency.
Try this: Use a marketing script to generate voiceovers or an AI avatar video with Synthesys AI, and compare the speed and quality to your usual process.
🛠️ Featured AI Toolkit for the week
What it does: Vibe.co helps brands run targeted, shoppable Connected TV (CTV) ads with performance-level tracking. It simplifies ad buying across streaming platforms and offers real-time analytics for optimizing campaigns, like running paid social, but for TV.
Fast payoff: Quickly launch your first CTV ad campaign and start driving measurable conversions with a TV-like brand presence - without the traditional TV ad budget or complexity.
What it does: It is an AI-powered content creation tool that helps generate product descriptions, ad creatives, blog content, and more, tailored to e-commerce and marketing needs.
Fast payoff: Rapidly generate high-converting product copy and ad creatives, cutting content production time from hours to minutes.
What it does: Jotform is a no-code online form builder that enables users to create forms, surveys, and workflows for data collection, approvals, and more, perfect for automating business processes.
Fast payoff: Launch a branded, fully functional form or workflow in minutes to start collecting responses or automating internal approvals, no developer needed.
Giveaway of the Week 🎁
Meta Ads Plug-Play Dashboard: Still waiting for your ROAS to crash before taking action? That's old school.
Here is a plug-and-play Meta Ads Dashboard that thinks faster than you can refresh the Ads Manager. It plugs directly into your Meta campaigns and sends real-time alerts to Slack whenever metrics like CAC, CTR, ROAS, or spend spike out of line.
No more waking up to budget blowouts or performance nosedives.
🔔 Instant alerts.
📉 Prevent overspend.
⚙️ Customizable thresholds.
🧠 “Set it and forget it” setup.
See y’all next week 👋
The future of marketing is about data-driven creativity and ruthlessly accurate measurement. Let's build that future together.
— Full Funnel Team 📨