This Old Marketing - News Podcast Weekly with Joe Pulizzi and Robert Rose

Instagram Puts Burden of AI Slop on Creators (514)

This week, Joe and Robert break down the latest signals in the economy, media, and marketing, from stabilizing job data and corporate tax incentives to AI's growing influence on content, platforms, and creative work. They also dig into where responsibility lies in an AI-saturated world and which organizations are adapting well…or getting it wrong. Key Topics Discussed Economic Update: Jobs and Stability Joe and Robert open the show with a look at recent U.S. economic data [https://www.axios.com/2026/01/07/ai-adp-bls-job-openings]. After months of uncertainty, layoffs appear to have slowed, and job numbers are showing signs of stabilization. While not a return to boom times, the data suggests the labor market may be finding its footing heading into 2026. Corporate Tax Incentives and 2026 Profits The conversation turns to tax policy and its impact on business. Joe and Robert discuss how the permanent reduction of the corporate tax rate from 35% to 21%, along with other incentives, is setting mid-sized and enterprise companies up for significantly higher profits in 2026. They explore what this means for cash flow, reinvestment, and corporate behavior moving forward. Instagram, AI, and the Burden on Creators Next up, Joe and Robert analyze comments from Adam Mosseri [https://www.threads.com/@mosseri/post/DS76UiklIDf?xmt=AQF0bN40onr8HheepU_1ylHkStlLDP535twXTB7F1q2_Tw] and Instagram around AI-generated content. Mosseri makes it clear that Instagram does not intend to fully police AI content, instead emphasizing the importance of human creativity and authenticity. Joe and Robert question whether platforms are abdicating responsibility and placing the full burden on brands and creators to stand out in an increasingly cluttered, AI-driven feed. Final News: Uber's Co-Creation Ad Strategy In final news, the guys highlight Uber and its growing advertising business [https://adage.com/events-awards/ces/aa-uber-advertising-kristi-argyilan/]. Uber's co-creation media tactics are viewed as a smart, forward-thinking approach to revenue generation. Joe and Robert agree that too many enterprises still underestimate marketing's role as a direct revenue driver, not just a cost center. Marketing Winners and Losers Marketing Winner (Robert) Equinox [https://www.wsj.com/articles/why-equinox-leaned-on-ai-slop-in-its-new-years-ad-campaign-a44a7f2e?mod=cmo-today_lead_story] Robert praises Equinox for its ad campaign that pokes fun at AI-generated content, using humor and human insight to cut through the noise and reinforce brand identity. Marketing Loser (Joe) Nebula Awards [https://gizmodo.com/nebula-awards-yelled-at-until-they-completely-ban-use-of-ai-by-nominees-2000702137] Joe calls out the Nebula Awards for their new rules banning any use of generative AI in the creative process. While intended to protect writers, Joe argues the decision is short-sighted, unenforceable, and misunderstands how creative tools evolve. Rants and Raves * Robert's Rant: Robert takes aim at Digiday and what he sees as an overly cozy fascination with Accenture [https://digiday.com/marketing/this-is-what-the-future-will-look-like-accenture-song-has-moved-upstream-of-advertising/], questioning the value and objectivity of that coverage. * Joe's Commentary: Joe closes with thoughts on the Corporation for Public Broadcasting [https://www.nbcnews.com/politics/trump-administration/corporation-public-broadcasting-officially-shutting-months-gop-funding-rcna252443] winding down operations. He clarifies that PBS itself is not shutting down, but explains how the loss of federal funding disproportionately impacts rural and small-market stations, potentially reshaping public media into a more urban-centric system. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ [https://www.hubspot.com/] to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ [https://www.thisoldmarketing.com/] Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ [https://www.joepulizzi.com/books/burn-the-playbook/] Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/ [https://www.joepulizzi.com/signup/]. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ [https://robertrose.net/valuable-friction/] Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ [https://seventhbearlens.substack.com/] ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

The Biggest Marketing Stories Coming In 2026 (513)

Joe Pulizzi and Robert Rose kick off this week's episode by unpacking the TikTok "sale" and what actually happened behind the headlines. Was it really a sale? Why was a true divestiture nearly impossible? And what does the outcome tell us about platform risk, regulation, and the future of rented audiences. From there, Joe and Robert shift into what they believe will be the most important marketing, content, and AI stories of 2026. Not predictions, but the conversations marketers will be having once the year is underway. They dig into whether the long-awaited AI bubble ever actually bursts in marketing, how AI changes headcount and team structures, and what happens to the brand website when search and discovery are increasingly mediated by AI systems instead of humans. The episode wraps with rants and raves. Robert rants about marketers' obsession with declaring everything dead, while Joe rants about Denmark's decision to shut down its postal service and what that signals for the future of physical letters and communication. In this episode, you'll learn: * What really happened with the TikTok deal [https://www.marketingbrew.com/stories/2025/12/19/tiktok-signs-on-its-us-operations-sale] and why it was never a traditional sale * Why the AI "bubble" may never pop in marketing the way people expect * How AI could lead to fewer marketing jobs, or more leverage for the right roles * Why the role of the website is changing for brands and creators * What Denmark ending postal service delivery says about the future of letters Rants and raves: * Robert's rant: Marketers love predicting the death of everything [https://www.adweek.com/media/marketing-loves-declaring-the-end-of-things-that-still-work/] * Joe's rant: Denmark shuts down postal service delivery [https://www.nytimes.com/2025/12/30/world/europe/denmark-letter-delivery-postnord-mailboxes.html] and the slow disappearance of letters Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ [https://www.hubspot.com/] to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ [https://www.thisoldmarketing.com/] Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ [https://www.joepulizzi.com/books/burn-the-playbook/] Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/ [https://www.joepulizzi.com/signup/]. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ [https://robertrose.net/valuable-friction/] Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ [https://seventhbearlens.substack.com/] ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

2026 Content & Marketing Predictions (plus a 2025 Review) (512)

Joe and Robert kick off their annual predictions episode by grading last year's forecasts using ChatGPT. They revisit what hit, what missed, and why context often ruins otherwise solid predictions. Along the way, they discuss AI's uneven progress, platform power shifts, crypto hype, nostalgia marketing, podcast attrition, and the growing tension between tech optimism and cultural fatigue. The episode closes with fresh predictions spanning marketing, media, sports, and culture. Key Topics and Takeaways 2025 Predictions Reviewed (with AI grading) * BlueSky stalls while X stabilizes and improves monetization * TikTok avoids a ban and continues to grow despite regulatory pressure * AI image tools (including early Sora) underwhelm initially * Bitcoin fails to hit $200K despite strong institutional momentum * Generative AI stumbles, but without a single catastrophic "AI Chernobyl" * Online sports gambling faces increased scrutiny and structural pullbacks * Podcast attrition accelerates quietly ("pod fading") * Major brands lean hard into nostalgia as a hedge against AI sameness * One major political prediction completely misses 2026 Prediction Overview Joe goes deep into the importance of email as an indication of humanity and states that the reply rate will be the key KPI for email moving forward. In addition, he makes big bets on: - Famous creators stopping their channels - Elon Musk's net worth at the end of the year - Apple buying Disney Robert believes that AI strategy will no longer be in vogue, and marketers will stop using it altogether because AI will be integrated into everything. Robert also discusses "the Mamdani effect" and how it will take over the election process. Tune in to the episode to get all the predictions right up to the very last minute. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ [https://www.hubspot.com/] to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ [https://www.thisoldmarketing.com/] Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ [https://www.joepulizzi.com/books/burn-the-playbook/] Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/ [https://www.joepulizzi.com/signup/]. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ [https://robertrose.net/valuable-friction/] Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ [https://seventhbearlens.substack.com/] ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Knowledge Workers Freak Out Over AI (511)

This week on This Old Marketing, Joe Pulizzi and Robert Rose unpack two seemingly separate Wall Street Journal stories that are actually deeply connected. First, they dig into the WSJ article declaring that companies are now "desperately seeking storytellers. [https://www.wsj.com/articles/companies-are-desperately-seeking-storytellers-7b79f54e?mod=cmo-today_lead_pos1]" The irony is not lost on Joe and Robert. Storytelling in business is nothing new. Brands have been building audiences, publishing content, and creating narratives for decades. So is this really a new trend, or is the Wall Street Journal simply waking up to what marketers and creators have known all along? They explore why the term "storyteller" is suddenly everywhere on LinkedIn, what companies really mean when they use it, and whether this shift represents real change or just a shiny new label for old work. Next, the conversation turns to another WSJ piece highlighting the growing anxiety among white-collar workers [https://www.wsj.com/economy/jobs/white-collar-workers-job-anxiety-d8f83885?mod=djem10point]. Layoffs, AI fears, fewer job openings, and slower hiring cycles are reshaping how knowledge workers feel about stability and career growth. Joe and Robert break down the data and argue that the real risk is not losing a job, but tying your identity to a single role or employer. Flexibility, curiosity, and the ability to adapt are becoming the most valuable skills in the modern economy. In news, the co-founder of DraftKings launches a creator-led systems company [https://www.thewrap.com/draftkings-cofounder-launches-creator-platform-hardscope/] designed to capitalize on the window of opportunity before AI-generated content floods the market. Joe and Robert discuss why productizing creators and building owned systems may be the smartest move right now in the creator economy. Winners, Losers, Rants, and Raves * Marketing Loser: In-N-Out [https://people.com/in-n-out-removes-67-from-orders-due-to-viral-6-7-trend-11864765], for taking "Order 67" off the menu rotation and confusing loyal fans everywhere. * Joe's Winner: Tom Scott [https://www.tomscott.com/], for building a smart, thoughtful web presence that directly addresses AI scrapers and the future of content ownership. * Joe's Rant: The growing push to integrate prediction markets [https://www.cnbc.com/2025/12/16/robinhood-is-rolling-out-nfl-parlay-and-prop-bets-on-prediction-markets-platform.html] into the mainstream financial system and why this could have serious unintended consequences. * Robert's Rave: A tradition unlike any other. Robert closes the show with his annual holiday poem. As always, Joe and Robert bring perspective, skepticism, and a little holiday spirit to wrap up the year. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ [https://www.hubspot.com/] to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ [https://www.thisoldmarketing.com/] Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ [https://www.joepulizzi.com/books/burn-the-playbook/] Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/ [https://www.joepulizzi.com/signup/]. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ [https://robertrose.net/valuable-friction/] Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ [https://seventhbearlens.substack.com/] ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Disney + OpenAI?, The $100B Studio Fight, and Robert's AI Music Experiment (510)

Joe and Robert open the episode with major breaking news: Disney is reportedly finalizing a $1 billion investment in OpenAI [https://www.axios.com/2025/12/11/openai-disney-sora] along with a licensing deal that would allow creators to use select Disney IP inside OpenAI tools. The boys unpack what this actually means— * Why Disney is making this move now * How this could transform creator workflows * What Disney gets strategically vs. what OpenAI gains * Whether this is the first domino in a wave of entertainment–AI partnerships The $100 Billion Battle for Warner Bros. Discovery Next, Joe and Robert dig into the increasingly chaotic race for Warner Bros. [https://www.reuters.com/legal/transactional/paramount-makes-1084-billion-bid-warner-bros-discovery-2025-12-08/], as Paramount, Skydance, and Netflix position themselves for what could be a $100B mega-deal. They discuss: * Who really has the leverage * Which bidder makes the most strategic sense * Potential antitrust concerns * Who stands to win (and who almost certainly loses) if this deal happens Australia Moves to Ban Social Media for Kids Under 16 The conversation shifts to Australia's new legislation banning social media access [https://www.cnn.com/2025/12/09/australia/australia-social-media-ban-starts-intl-hnk?utm_campaign=mb&utm_medium=newsletter&utm_source=morning_brew] for children under 16. Joe and Robert debate: * Will it work? * How would it even be enforced? * Are governments finally becoming serious—or is this political theater? * What responsibility platforms have in the mental-health crisis Special Segment: Robert's AI Music Persona, Lyla Rae Hightower A highlight of the episode, Robert takes listeners behind the scenes of creating his AI-powered music persona. He details: * The creative spark behind the character * Tools and workflows he used to bring the music to life * Unexpected challenges in the process * How he's distributing and promoting the project * Why this experiment signals a new frontier for creators Spotify https://open.spotify.com/artist/09m7OjGKcL1aOKKqyhZjui [https://open.spotify.com/artist/09m7OjGKcL1aOKKqyhZjui] Apple Music https://music.apple.com/us/artist/lyla-rae-hightower/1857062007 [https://music.apple.com/us/artist/lyla-rae-hightower/1857062007] YouTube https://www.youtube.com/channel/UCDwdVLXGCWaO-SMOLuhSE8Q [https://www.youtube.com/channel/UCDwdVLXGCWaO-SMOLuhSE8Q] Website https://lylahightower.com/ [https://lylahightower.com/] Winners & Losers * Marketing Loser of the Week: Salesforce — Joe walks through the company's confusing decision [https://gizmodo.com/salesforce-ceo-mulls-changing-name-to-ai-flavored-agentforce-2000696360] to consider a name change and what it signals about the brand's broader struggles. * Rants & Raves: Joe ends with commentary on Kara Swisher's reporting [https://www.youtube.com/shorts/ZGmC8a_-37c] around Apple possibly buying Disney—and whether such a deal is even remotely plausible. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ [https://www.hubspot.com/] to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ [https://www.thisoldmarketing.com/] Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ [https://www.joepulizzi.com/books/burn-the-playbook/] Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/ [https://www.joepulizzi.com/signup/]. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ [https://robertrose.net/valuable-friction/] Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ [https://seventhbearlens.substack.com/] ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork