Welcome to the Pure Intelligence daily executive briefing for Friday 25 September. Here are the top macro trends from the last 24 hours. Executive summary Video authenticity becomes critical for brand validation AI transforms B2C buyer journeys and agency models Agency landscape sees major account shifts and recognition Evolving privacy regulations demand continuous tag governance AI is fundamentally reshaping both consumer engagement and operational structures, with video authenticity now critical for brand trust. Agencies are adapting, evidenced by new business models and significant account movements in the market. Meanwhile, privacy regulations continue to evolve, demanding sophisticated, ongoing tag governance. In an era of easily faked digital content, authentic video has emerged as a crucial tool for establishing brand trust and validation with consumers. Research indicates that 63 percent of people prefer to watch a short video to learn about a product or service, compared to 12 percent who prefer text, with 85 percent of people having been convinced to buy by watching a video. Furthermore, 89 percent of consumers report that video quality impacts their trust in a brand. This underscores the need for a robust video marketing strategy that prioritises genuine content, as evidenced by the success of unpolished Instagram Reels that foster a sense of connection. Maintaining an official presence on platforms like YouTube serves as a public record that validates a business's existence and provides authentic engagement. Artificial intelligence is increasingly serving as the primary interface for consumer product discovery, comparison, and recommendations in the B2C journey. Journeys that integrate AI with traditional search mechanisms achieve 84 percent higher conversion rates than those relying solely on AI. Marketers must therefore engage in \Generative Engine Optimisation\ to ensure their brands are cited within AI-driven answers, especially as Google's AI Overviews appeared on 24 percent of shopping queries by September 2026. Concurrently, the agency landscape is evolving with models like THE VIRTUAL AGENCY, which combines AI-powered creative systems with senior human judgement. This approach aims to provide small and medium-sized businesses with access to strategic and creative capabilities without the traditional overhead, leveraging technology for repeatable tasks and concentrating talent on strategy and ideas. The media and creative agency market is undergoing significant shifts, highlighted by major account movements and industry awards. In New Zealand, Publicis Media and Together led new business in the first half of 2026, tracking an estimated $US180 million in media spend, with Publicis Media recording $US22.8 million in net new business and retentions, and Together at $US50.8 million. Domestically, social-first agency Kill Boring Dead expanded its portfolio with SavourLife and Toscano, while The Media Store retained the RMIT University media account after a competitive pitch. Further demonstrating market activity, My Kitchen Rules announced new advertisers for its returning season, where sponsors historically outperformed industry benchmarks. These movements, alongside the MFA Awards recognising outstanding media strategy, underscore an industry adapting and re-wiring for new challenges. Additional market movements are updated live on the platform. That wraps up today's briefing. To read the full reports and access all source links, visit pureintel.com.au. Thank you for listening.