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  • Issue #11: AI adoption at 30% according to new Comscore data

Issue #11: AI adoption at 30% according to new Comscore data

The fastest way for digital marketing pros to look smart in the weekly stand-up

May 30, 2025 • Estimated Reading Time: 3 minutes

☕ Greetings growth gurus!

Grab a quick cuppa and catch up on the news from this week in 2 minutes.

🗞️ Top Stories

  1. Primark hires SocialChain to supercharge global social strategy

    The fast fashion retailer recruits SocialChain to turn its online popularity into tangible, commercial value with community content strategies. Marketing Beat

  2. Social platforms urged to clamp down on unauthorised financial ads

    Europe’s markets regulator has written to X, Meta, TikTok and others calling for stricter verification after a surge in scam investment promos. ESMA

  3. YouTube rolls out live stream ad formats

    New CTV and online format plays ads beside muted streams so creators earn without interrupting viewers. Swipe Insight

  4. Brands urged to tackle rise of toxic comments on social ads

    A new report from 2025 Respondology finds 44% of TikTok ad comments and 30% on Meta are hidden for spam or abuse, and moderation can lift ROAS by up to 18%. Decision Marketing

  5. Comscore adds consumer AI usage metrics to its reporting suite

    New data tracks visits to 117 AI apps across nine categories, indicating that 30% of online users engage with tools like ChatGPT each month. Globe Newswire

💭 60-Second Take - Comscore’s new AI-usage metrics

Comscore has switched on the first cross-platform view of consumer AI behaviour. Here’s why it matters:

  • Audience baseline for budgeting: Over 30% of US internet users now visit an AI tool each month, are large enough subset to justify a line in media plans.

  • Whitespace for early movers: Mapping across nine categories exposes fast growing niches before ad inventory or sponsorship costs climb, prime territory for brand deals.

  • Attribution opportunity: The AI dataset flows into Comscore Campaign Ratings and MMM, so you can isolate AI touch points in user research journeys and more effectively estimate incremental lift.

A third of audiences are being primed by generative AI so as a research medium the channel is no longer emerging. Marketers who adapt their media strategy, creative, CX and measurement with this in mind can gain early-mover advantage.

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See you next time,

Access Adtech