Here are the recommended reads for this week and why they matter:
This week’s stories spotlight how AI and economic shifts are reshaping the way people browse, buy, and bet. New AI-powered browsers from OpenAI and Perplexity are set to transform online behavior, while LinkedIn data shows marketers lagging behind government and healthcare in AI skill growth.
Such a shift is echoed in Optimove’s back-to-school report, where parents demand empathy over promotions.
Perplexity and OpenAI are introducing AI-powered browsers that will change how people search, browse, and interact online. That includes how they bet and play.
This article is worth your time if you work in iGaming or marketing. It explores how these new browsers could impact player journeys, from personalized game recommendations to streamlined compliance, and why operators should start preparing now.
Government and healthcare workers are outpacing marketing professionals in AI skill growth, according to new LinkedIn data. While marketing saw a 12% rise in AI- related skills, government jumped 28% and healthcare 22%.
This article outlines which AI skills are gaining traction, like AI strategy and prompt engineering, and shows how embracing these tools can give marketers an edge even as other sectors move ahead.
Economic pressure is changing how Americans shop, with even high-income and younger consumers turning to value retailers like Walmart and Dollar General. New data from Consumer Edge points to a broader shift toward price sensitivity and more intentional spending.
A similar trend is visible in back-to-school shopping. Optimove’s Back-to-School2025 report shows that nearly half of parents cite budget concerns as their top worry, and only 22% feel brands are trying to build a real relationship. To stay relevant, retailers must go beyond discounts and offer timely, empathetic experiences that reflect what families need most.
In Summary
AI browsers are redefining digital behavior, marketers are falling behind other sectors in AI adoption, and consumers across different income levels are prioritizing value and connection. Brands that combine technology, speed, and empathy will be best equipped to meet this moment.
Check back next week for another roundup of Media That Matters.
Rob Wyse is Senior Director of Communications at Optimove.
As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.
