AI Update, July 11, 2025: AI News and Views From the Past Two Weeks

Catch up on select AI news and developments from the past two weeks (in no particular order):

Senate rejects ban on state-level AI regulation. The US Senate voted 99–1 to remove a provision in a Republican tax bill—signed into law on July 4—that would have barred states from regulating AI for 10 years. The measure faced bipartisan opposition, with critics arguing it would shield AI companies from accountability. State leaders, parents, and advocacy groups cited harm to children and consumer protection as key concerns. Even its initial backers, including Sen. Cruz, ultimately voted to strike it. Importance for marketers: This outcome reinforces state authority over AI governance, potentially leading to a fragmented but faster-evolving regulatory landscape.

Baidu launches business-focused AI video tool and revamps search. Baidu released MuseSteamer, an AI-powered video generator for businesses, with versions tailored to different levels of performance. Unlike rivals like OpenAI's Sora, MuseSteamer is business-only for now. The company also upgraded its search engine to support longer queries and voice/image inputs, powered by its internal AI. The moves come as competition intensifies in China from ByteDance and Tencent. Importance for marketers: This signals Baidu's pivot to enterprise solutions, which could alter video content workflows and redefine how businesses in Asia approach branded media and search engagement.

Grammarly acquires Superhuman to build AI productivity suite. Grammarly is acquiring email startup Superhuman to expand its AI productivity offerings, following a $1B funding round. Superhuman's CEO and team will join Grammarly, integrating the company's AI capabilities into a broader workplace suite. Superhuman, known for optimizing email workflows, claims major increases in user productivity. The acquisition comes amid rising competition as tech giants also enhance email with AI. Importance for marketers: The deal highlights growing convergence between language tools and productivity platforms—offering potential for AI-driven campaign execution, smarter email workflows, and cross-platform marketing coordination.

How Persona-Driven AI Is Reshaping Brand Engagement and Audience Research

OpenAI's GPT-4.5 was mistaken for a human 73% of the time in controlled Turing Test scenarios, marking a paradigm shift in AI's use in marketing.

AI-driven personas are already being used in customer support, chatbots, and even virtual influencers, creating more engaging and effective interactions.

AI can also serve as a research tool for marketers, simulating diverse populations and providing real-time insights for campaign refinement. However, responsible and ethical use must be prioritized to maintain trust and authenticity in brand interactions.

AI-Driven ABM: Scaling Precision and Impact for B2B Growth

AI tools in Snowflake are transforming outcomes for customers, from saving time and costs to treating more patients. Snowflake's ABM team uses AI models for predictive targeting, budget allocation, and personalized ad copy to drive results.

Their AI model predicts meeting outcomes at 80% accuracy and boosts meetings by 3%, spending 38% less. The team also uses AI-generated ad copy, comparing it to historical benchmarks and conducting A/B tests, resulting in a 54% lift in CTR.

With Snowflake's AI tools, the ABM team can efficiently and precisely target high-value accounts, while also meeting business goals. The team continues to enhance the capabilities of their AI model for even greater success.

What Influencers Want From Brand Partners

Social media influencers prioritize value alignment when choosing brand partners, according to a Sprout Social report.

The survey, taken by 300 influencers, reveals value alignment (66%), budget/payment structure (59%), and brand-audience alignment (41%) as top criteria.

Influencers suggest involving them in creative brainstorming and product development to improve partnerships. Success is measured by social media engagement and follower growth.

Powering Agile Transformation: Why Marketing Is the Hidden Accelerator

Agile transformations often neglect Marketing, limiting its influence and missing the goal of customer connection. CMOs must position Marketing as a strategic partner, not a late adopter, by adapting Agile to fit its unique workflows and expertise.

CMOs can champion Agile transformations by sponsoring the change, linking iterations to customer intent, and avoiding duplication of efforts. Marketing's role as a collaborator across functions can also help break down silos and accelerate cultural shifts throughout the business.

To fully harness the value of the CMO in an Agile transformation, organizations must recognize Marketing as key to customer-centricity. By leveraging Marketing's insights and expertise, businesses can drive meaningful change and achieve success in delivering products that align with customer needs.