In this episode of The Singles on That’s What I Call Marketing, Conor Byrne is joined by Bella and Ed from Tracksuit to unpack the biggest marketing stories right now using brand tracking data. They dive into the AI brand wars between ChatGPT/OpenAI and Claude/Anthropic, including how Super Bowl advertising impacted awareness and consideration, and discuss how people use each tool for work vs personal life. The team shares Tracksuit’s acquisition of Hall, a Sydney startup that measures how brands show up in AI answers, helping marketers understand AI discoverability and sentiment. They also revisit American Eagle’s Sydney Sweeney campaign one year on (awareness gains vs declines in consideration and investigation), break down Norwegian Air’s playful British Airways newsjacking around Norway’s World Cup momentum, and explore Carlsberg’s revival of the “If Carlsberg Did…” platform and what it could mean for brand funnel performance.
01:05 Today’s Marketing Hot Topics
02:11 AI Brand Wars Data
05:27 Who Uses Claude vs ChatGPT
07:52 AI Use Cases and Model Fatigue
12:54 Tracking AI Visibility
17:31 American Eagle One Year Later
21:44 BA vs Norwegian Newsjacking
26:44 Carlsberg Revives Classic Platform
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