Welcome to The Week in Data Marketing, MarTech and AI, a weekly roundup from Quad Insights that sums up the latest news surrounding the technology-driven transformation of marketing.
Federal regulators propose tough new rules on data brokers
Data brokers would face new restrictions on their ability to sell sensitive personal information such as Social Security numbers under a new rule just proposed by the Consumer Financial Protection Bureau (CFPB). Douglas Gillison of Reuters reports that the rule would classify brokers as “credit reporting agencies,” putting them under the strict regulations of the Fair Credit Reporting Act. CFPB Director Rohit Chopra described the brokering of personal data as a “staggering” problem, with potential ramifications for national security and public safety. The rule, open for public comment now through March 2025, comes as the CFPB faces political challenges from the incoming administration (see, for instance, “‘Delete CFPB’: Musk calls for elimination of consumer bureau,” from Politico).
See also:
- “CDIA Warns of Far-Reaching Consequences in CFPB’s Proposed Data Broker Rule” (Consumer Data Industry Association press release)
- “US plan to protect consumers from data brokers faces dim future under Trump” (Ars Technica)
- “FTC Says Data Brokers Unlawfully Tracked Protesters and US Military Personnel” (Wired)
OpenAI hires veteran tech executive (and human) Kate Rouch as first CMO
The company behind ChatGPT is signaling a new phase in its development with the hiring of Kate Rouch, formerly of Coinbase, as its inaugural chief marketing officer, Asa Hiken of Ad Age reports. Rouch will be responsible both for marketing OpenAI’s expanding product suite as well as positioning the company as artificial general intelligence (AGI) comes closer to reality. The hiring means that “now you can expect to see us go on offense,” Rouch told Aiken. They’ve not wasted any time: Laurie Sullivan of Media Daily News reports that OpenAI has been on a “creative hiring spree,” bringing aboard veterans from the agency and marketing worlds over the past year.
More on generative AI
- “The company behind Arc is building a new AI web browser called Dia” (The Verge)
- “Amazon unveils surprise new video and image AI models to compete with the best on the market” (TechRadar)
- “Google’s new generative AI video model is now available” (The Verge)
- ICYMI: “AI Trained From 139,000 TV/Movie Scripts — Who Gets Credited? Do Brands Buy In?” (MediaPost)
Puma showcase human/AI collaboration in new shoe release
Footwear tends to evolve slowly but surely, based on incremental user feedback. With its newest shoe release, Puma is learning how to speed up the process using generative AI. Design of the new Inverse Rev began with an AI-driven re-interpretation of an older shoe, the Puma Inhale, which was then refined in traditional ways by humans, Peter Verry of Footwear News reports. The project is “a deep dive into a new design mindset,” Puma Lead Product Line Manager Scottie Gurwitz said in a statement. AI was also central to the creation of the marketing campaign supporting the Inverse with the involvement of 3D and generative AI specialist Leilanni Todd of Floam World. (See also “From cha