Source [De]Coded — 💡The Next Chapter of AI is Here

What’s up team!?!?!

It’s officially Q4, we just had a full moon, and it’s 80 degrees in NY in October. Keep your tinfoil hats on everyone…who knows what’s coming! For the SourceCode team, it’s been a mad dash to bed in some new clients, hit homeruns for existing accounts, and show our prospective partners how a real comms team operates. It’s been amazing to see the grace and determination of both the US and UK teams as we quietly put together the BEST YEAR IN SOURCECODE history (Really, it’s not a big deal 😎).

Shameless plug. PRWeek highlighted us talking about how comms leaders can stop playing defense and start owning the marketing budget allocation process. Kevin’s out there shaping the conversation on AI and PR’s “agentic future.” And Giles just dropped a new piece on our Foresight Growth Strategy (he’s a smarty about these things). It’s a smart look at where brands should be focusing to actually get ahead. Not bad for one week.

Oh yea, here’s some MEGA news…we signed Megaport. Check it in PRovoke’s coverage here. 

This week’s issue dives into how to stay human when the bots take over, how humor can make empathy hit harder, and why the best brands never forget who they are.

Let’s get into it, friends.

Greg & Becky

Embrace the next wave: ChatGPT is likely going to be the next advertising platform

TL;DR: OpenAI recently posted a job listing for a Growth Paid Marketing Engineer for ChatGPT. The new hire will develop internal tools for ad platform integration, campaign management, and real-time attribution, and will be part of the company’s new growth team. 

Takeaway: OpenAI has previously expressed interest in developing advertising capabilities within ChatGPT, and this new job listing clearly signals plans for an in-house marketing platform. It also points to the company’s broader plans for growth. The new engineer is expected to build the company’s ad-buying system (something that few companies do), giving OpenAI the ability to run marketing at scale without relying on external agencies. 

Consider:

• While we don’t yet know how the platform will support advertising, we do know that the chatbot’s tone is very conversational. Audit your ad copy and rewrite it as if it’s a ChatGPT prompt response.
• Prep your ad strategy so you can be ready the minute the marketing platform goes live. Getting your name out there early (before the platform becomes too saturated) will give you the best chance of high impression and conversion rates. 
• Or, take the opposite approach; building an internal infrastructure can have a major payoff, but can also be a major risk. See how some of the early players fare, and make room in the budget after OpenAI makes a few iterations and improvements.

Master the balancing act: Kraft Heinz artfully uses a growing concern to highlight product value

TL;DR: Maxwell House’s newest campaign is cynically rebranding the 133-year-old coffee label to “Maxwell Apartment,” an acknowledgment of the current tough economic climate. Customers can buy a year’s worth of the coffee on Amazon (which the brand is calling a “lease-long supply”) for less than $40. 

Takeaway: Kraft Heinz’s latest campaign proves that brands don’t have to be restricted to only highlighting positive cultural moments. Sometimes, a sensitive hot-button issue is the perfect way to make your audience feel heard, while also giving them a brief moment of respite. Maxwell House acknowledged a concern of many with a joke, and rather than leaving it at that, also offered the coffee at a discount and emphasized the product’s value.  

Consider:

• Honing in on a growing concern that you’re passionate about and aligning it with your brand. Whether it’s economic, environmental, or social concerns, what are three things your brand can do to help contribute to the world’s uncertainties? 
• Mixing empathy with humor in your messaging. It’s certainly a balancing act (make sure the humor doesn’t go too far), but sometimes the best way to address a problem is by laughing about it. 
• Keeping a pulse on what’s worrying your audience. Each generation faces issues that the previous ones didn’t, and knowing what they are will help you effectively develop campaigns such as this one.

⚡️ Fueling Growth Through Integrated Marketing ⚡️ Maxwell House’s cultural wink to “Maxwell Apartment” is more than a stunt; it’s a smart narrative pivot that leans into a modern reality while simultaneously reinforcing brand value.  To replicate that kind of move in your own marketing, here’s how to think about it in an integrated way: 1. Start with a brand “semantic lever.”Maxwell used its own name as the pivot point, turning “house” into a playful commentary on housing access. Examine your brand name, tagline, product language, or existing metaphors and see which word or idea you can flex or flip. That becomes your “lever” for the campaign narrative. 2. Use pricing and mechanics to reinforce the narrative.In addition to renaming, Maxwell offered a year’s worth of coffee for under $40 to reinforce value. For your own campaign, embed offers or mechanics that echo the thematic twist.  3. Monitor sentiment and be ready to lean in or pivot.A campaign with cultural commentary can provoke feedback, whether it’s positive or negative. You’ll need real-time social listening, sentiment dashboards, and a fast feedback loop. If reactions skew unexpectedly, you should be ready to adjust the tone, double down on clarifying messaging, or even pause elements.  4. Plan follow-through to avoid it being a one-off gag.To make sure the momentum continues (and doesn’t become a “cool stunt” that fades), you’ll want your next phases built in. Sketch campaign legs in advance (e.g., seasonal twists, earned media stories about brand values, UGC challenges) so the “joke” becomes part of your evolving identity, not just a momentary pivot.

Reinforce what works: Major AI startups are proving that brand identity will always be priority

TL;DR: Now that AI is well established after its explosive growth, major startups like OpenAI, Anthropic, and Perplexity are ramping up their marketing efforts to build their brands and win over audience loyalty. In what’s now an extremely competitive market, now is the best time for AI-based companies to build distinct brands that resonate and emotionally connect with consumers.

Takeaway: This push of major AI companies putting serious dollars towards their marketing efforts proves that a product can only speak for itself for so long. Their campaigns are now less about “look at what this tech can do,” and more about “look how this tech touches everyday lives,” to give the product a more emotional edge. At some point, even the most revolutionary idea will need a brand identity if it wants to survive–and when your product is no longer differentiated, you have to figure out creative ways to make it unique and competitive.

Consider:

• How “personal” is your brand? These companies are leaning heavily into relatability and human context for their creative strategies. Can your audience relate to what you’re putting out there? 
• What are some ways to build trust with your audience? With AI comes a lot of skepticism, and marketers need to confront product fears head-on. Think about aspects of your product that your audience is wary of, and how you can address those concerns. 
• Is your brand’s mission clear? A strong mission, clear identity, and unique storytelling anchor are essential for standing out, especially in a saturated market.