As Jamie MacEwan, Enders Analysis pointed out, there’s a clear disconnect between what AI can offer and what makes a good advert. “Marketers want to make AI relatable by showing it in personal and creative settings, but highlighting it in this way makes it easy to caricature as a clumsy or even destructive interloper,” he said.

“Among big tech, Meta is perhaps best placed to realise short-term returns on its AI investments,” comments Jamie MacEwan, Senior Media Analyst at Enders Analysis. “Unlike Google with search, Meta does not have to be concerned about Gen AI replacing its core social networks.” “Meta’s cost control around AI looks better than its rivals, with its capex growth rate coming in at less than half Google or Microsoft’s,” says MacEwan. “Meta doesn’t expect to actually make money from gen AI for years, but ‘Core AI’, where they use the tech to improve ad targeting and content recommendations, is already having an impact,” says MacEwan. “The message to investors is it is better to be early than late, and that this AI infrastructure could be redirected towards core revenue drivers like ranking and recommendations should the demand for pure gen AI products not pan out as hoped.”

“The idea that we’re going to move to a world where half the ads that you see on TV are for you is unlikely,” said Joseph Teasdale, head of technology at the research firm Enders Analysis. “But the fact that the medium does support targeting changes the way you think about it.”

Industry experts told Digiday that Google’s policy change might spur more advertisers and agencies to explore such unusual targeting approaches. “I fully expect these experiments to continue,” said Jamie MacEwan, senior media analyst at Enders Analysis. He noted that, although it’s unclear now how many users might choose to enable cookies on their browsers, “the supply of cookie-enabled inventory will tighten.

"If OpenAI can deliver technology that matches its ambitious vision for what AI can be, it will be transformative for its own prospects, but also the economy more broadly," Hamish Low and other analysts at Enders Analysis wrote in a recent research note. "Falling short could be fatal." The stakes are high for OpenAI, which is facing off against a growing list of wealthy, big-spending rivals. The analysts added that staying at the cutting edge of AI was key to the startup justifying itself to the big tech backers on which it depended.

Karen Egan, a telecoms specialist at Enders Analysis, said that inflation-linked rises helped firms to offer competitive upfront deals to entice new customers and to make up for the fact that it had become harder to make profits in other areas. “Traditionally operators made their real profits from things such as roaming, international calls and out-of-contract pricing. Regulation has really chipped away at many of these, leaving operators with fewer and fewer ways to make money.”

Karen Egan at Enders Analysis said the losses would be a concern for investors. However, she added that the figures tended to be erratic and that alt-net gains were unlikely to be sustained over the longer term.

Amazon Prime Video has also signed a deal in several territories, including France, to broadcast NBA games. French fans will therefore have access to American basketball from 2025. "This is an indication that Amazon does not intend to stop in sports and could have even more appetite in Europe," notes François Godard. According to Enders' calculations, all sports combined, Amazon will spend "at least" 3.3 billion euros on an annual basis from 2025. "The platforms are present in all the major calls for tender, particularly in the United States, becoming direct competitors of traditional broadcasters," continues Christophe Lepetit.

Joseph Teasdale, head of tech at research firm Enders Analysis, told Business Insider that the site has "always had strong, active networks of high-powered professionals talking shop," despite the fact "it has never been a billion-user social network" like Instagram or Facebook. "X's staying power is a testament to the strength and value of these networks," he said. "The president's use of the service is a good example of how X has maintained its relevance."

Alice Enders, head of research at Enders Analysis, told the BBC while streaming has become popular, "the physical format never went away, as vinyl truly shows". "In Japan, the CD+DVD is still far ahead of digital because merchandise is a key part of the j-pop live experience and establishing a history at home is the ultimate homage," she said. "HMV is not the only supplier benefitting from this resurgence of the hard copy, also seen in books."