authenticity-in-marketing

AI: Artificial Intelligence or Artificial Irrelevance?

Shantomoy Ray?blur=25

Guest Column: Shantomoy Ray, Founder & Director of K Factor Communications, explores the opportunities & challenges of AI-generated content & whether it is driving creativity or digital oversaturation

Shantomoy Ray Aug 1, 2026 8:34 AM

Why influencer marketing remains a challenge despite rising brand investments

Why influencer marketing remains a challenge despite rising brand investments?blur=25

As influencer marketing evolves, brands are moving beyond creator discovery to identify what drives meaningful consumer engagement and actions

Shalinee Mishra Jul 13, 2026 9:27 AM

Why brands are backing creators with distinctive content styles

Brands Embrace Unique Creators for Authentic Engagement?blur=25

Across categories, brands are shifting towards creators with distinctive content styles, whose audiences engage with them for a unique storytelling approach rather than follower count or mass appeal

Shalinee Mishra Jul 11, 2026 8:41 AM

Influencer marketing is everywhere. But how much are brands really spending?

Brands Rethink Influencer Marketing Budgets Amid Rising Costs?blur=25

Marketers say that while creators are increasingly becoming part of the media mix, influencer marketing accounts for just 3-10% of the ad spends

Shalinee Mishra Jul 2, 2026 9:40 AM