Hello Code-breakers,

It’s been a longer holiday season here and we are just getting back into the full swing of things.

On February 4th I’ll be joining a panel of experts for a event on “Building Trust in Health AI: Storytelling and Communication”

We'll be covering:

• How to communicate to investors and key stakeholders

• How to communicate and collaborate between healthcare and AI technology teams How to communicate your offering to the public in a clear and effective way

• How to build connections based on mutual respect and trust How to engage over social media

Register & Join us »

There’s a lot going on in the AI, tech and marketing landscape. All signs point to BIG decisions for business to make in 2025 if they want to stay relevant and grow.

Let’s dive into this edition...

US Supreme Court Upholds Law Banning TikTok

A landmark ruling by the US Supreme Court has upheld legislation that bans TikTok nationwide. Brands and creators relying on TikTok now face a mandatory pivot to alternate social platforms.

• The decision cements the swift removal of TikTok from American markets.

• Experts predict a short-term scramble as businesses race to replace TikTok strategies.

“TikTok users in the US topped 150m before the ban” -- Read more

What this means to you:
If your brand has been using TikTok for marketing, it’s time to double down on multi-platform approaches. Look at Instagram Reels, YouTube Shorts, or emerging social apps to maintain your audience engagement. Pivot quickly, but don’t forget to analyze the data you’ve collected from TikTok to optimize future content strategies.

What to watch for:
Watch how tech giants respond and whether further bans or regulations might be imposed, potentially impacting other foreign-owned apps or platforms.

Chinese Social App RedNote Gains Ground as TikTok Sinks

With TikTok under fire in the US, users are flocking to a homegrown Chinese app, RedNote.

• Chinese platforms are seizing the opportunity to fill any gap left by TikTok.

• RedNote’s user base soared by 25% in 1 month, signaling massive local growth.

“RedNote is on track to surpass 750m active users in 2025” – Read more

What this means to you:
Keep an eye on emerging platforms outside the US, especially if you have global customers. International expansions often hinge on adopting popular local channels. Strengthen your brand’s cultural relevance by understanding the nuances of each market’s preferred social platform.

What to watch for:
Look for new cross-border marketing restrictions or sudden policy changes that could affect your China-to-US reach.

Crypto arms race… courtesy of Trump?

A strategic Bitcoin reserve could upend global finance if other nations follow suit. The US might spark a wave of crypto-backed economic policy.

• Analysts predict other superpowers may pivot to digital currencies to keep pace.

• A crypto-based reserve challenges traditional banking structures.

“Some experts say a national crypto reserve may be valued above $500B” – Read more

What this means to you:
If you accept crypto in your business or plan to, watch for opportunities to align with potential policy shifts. Offering Bitcoin payments could attract tech-savvy customers, but be ready for regulatory uncertainties. Keeping a small crypto reserve might hedge against future currency volatility.

What to watch for:
Monitor any federal legislation that might standardize crypto in mainstream commerce, leading to new financial norms.

What To Do If TikTok Is Banned

Entrepreneur shares strategies to safeguard your business if TikTok is removed from the app stores. The key is to retain creative elements that made TikTok so effective for brand storytelling.

• Diversify to platforms that offer short-form video, such as Instagram Reels.

• Preserve your TikTok content by backing it up, then repurposing it.

“25% of small brands get 40% or more of their leads from TikTok” – Read more

What this means to you:
Scan your current marketing mix and identify backup channels before a potential ban forces you to pivot. Jump into Reels, LinkedIn video, or even YouTube Shorts to keep your video strategy alive. Prioritizing multi-platform engagement ensures you’re never at one channel’s mercy.

What to watch for:
Look for an influx of new features on rival platforms as they compete to fill TikTok’s gap.

Apple Pauses AI Notification Summaries

Apple has halted AI-generated news notifications after a series of false alerts. Users were caught off guard when stories misrepresented key facts.

• Early AI models can struggle with nuance and context, leading to inaccurate headlines.

• Apple’s pause suggests major platforms aren’t fully ready for auto-generated news.

“Apple’s false push alerts affected up to 10m devices” -- Read more

What this means to you:
If you’re experimenting with automated content or AI-driven copy, tread carefully. Double-check the accuracy of machine-generated text before it goes live. Building trust with your audience is more important than being first to publish, so consider a human-in-the-loop approach for quality control.

What to watch for:
Look for more big tech players to refine AI tools or scale back until they can guarantee reliable content generation.

Meta Axes Third-Party Fact-Checkers

In a surprise move, Meta has dropped third-party fact-checkers just as the second Trump term begins. This raises concerns about misinformation on its platforms.

• Meta’s decision may reduce objective oversight of viral content.

• Critics fear unchecked political narratives could thrive, affecting user trust.

“Meta quietly ended contracts with multiple fact-check organizations” -- Read more

What this means to you:
If you rely on Meta for brand awareness or advertising, be aware that misinformation could shape audience sentiment. To protect your reputation, focus on transparent communication and consider diversifying your channels. Emphasize genuine storytelling to stand out from questionable content.

What to watch for:
Look for potential regulatory responses or independent initiatives to curb misinformation, which could shift how brands operate on Meta’s platforms.

Until next time.

G. Kofi Annan

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