Platform pulse: January 2026
Published
29 Jan 2026
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Keep your finger on the pulse with the latest policy changes and feature updates across all the platforms in marketing technology.
As we step into 2026, the digital landscape is undergoing a strategic bifurcation. On one side, we see total AI integration aimed at maximising efficiency; on the other, a protective shift toward human-centric authority and user control.
In this edition, we have elevated the most critical shifts, from Netflix and Disney’s pursuit of snackable attention to OpenAI’s commercial debut, to ensure you have the intelligence to lead this month’s strategy.
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01. TIKTOK
TikTok has evolved its ecosystem with the global rollout of Smart+, an all-in-one AI performance suite. Designed to mirror the efficiency of Meta’s Advantage+ and Google’s PMax, Smart+ automates the entire funnel from audience targeting to creative assembly.
Efficiency at Scale: Achieving CPA reductions of up to 36% by leveraging predictive AI to optimise real-time bidding and asset rotation.
Symphony Integration: Automatically remix and refresh assets to combat creative fatigue without additional production overhead.
Auto-Select Intelligence: The AI scans your library and TikTok One creator content to deploy the highest-potential creatives automatically.
02. DISNEY+
Disney+ has officially announced it will launch a TikTok-style vertical video feed later this year, following the success of Verts on ESPN. This is a strategic move to transform the platform from a periodic viewing choice into a must-visit daily destination for Gen Z and Gen Alpha audiences. Beyond Teasers: The feed will feature original short-form programming, repurposed social clips, and refashioned scenes from major titles, treated as standalone content.
AI Integration: Disney is exploring user-generated clips from OpenAI’s Sora within the app, further blurring the line between professional studio output and AI-assisted creativity.
Ad Tech Evolution: Disney is also launching new AI-powered ad-planning tools to help brands generate high-quality commercials using their own assets and guidelines.
03. OPENAI
OpenAI has officially begun testing shopping ads within ChatGPT, marking a seismic shift in its business model. The interface now integrates sponsored product carousels directly into conversational threads, capturing intent at the point of discovery.
Native Monetisation: Ads appear dynamically when a sponsored product is relevant to the user's query (e.g. gift ideas or product comparisons).
The Go Tier: Testing is rolling out across free users and the new £8 per month ChatGPT Go tier, which is now available in the UK.
04. NETFLIX
Netflix is aggressively diversifying its content to capture the minutes of attention traditionally reserved for YouTube. Original Slate: High-profile launches include a curated selection of Spotify Studios and The Ringer video podcasts, covering sports, culture, and true crime. Strategic Licensing: Titles include The Bill Simmons Podcast and The Rewatchables, creating a year-round snackable content engine within the app.
05. BANDCAMP
In a bold departure from industry trends, Bandcamp has banned all music and audio generated wholly or in substantial part by AI. This policy positions Bandcamp as a premium sanctuary for original authorship, protecting artist IP from unauthorised AI training and scraping.
06. META
Meta is re-architecting its core platforms to balance AI growth with enhanced user control.
Ads on Threads: Meta is rolling out advertisements to all 400 million Threads users globally. This follows a year of testing and marks a full integration into the Meta Ads Manager. Advertisers can now use image, video, and carousel formats, alongside Advantage+ catalog ads, directly within the Threads feed. Read more
WhatsApp Usernames: In a major privacy milestone, WhatsApp has officially rolled out usernames, allowing users to hide their phone numbers and connect via a unique handle. Read more
Instagram Reset: All English-speaking users now have access to the Algorithm Control option, allowing them to clear their history and start fresh. Read more
07. LINKEDIN
LinkedIn is now officially the second most-cited source in AI chatbot responses. Crucially, this visibility comes from long-form Pulse articles (LinkedIn's native blogging tool). AI models prioritise these articles because they provide structured, expert-vetted answers that are easy for an answer engine to verify and cite.
08. GOOGLE
Google has reimagined its Trends Explore page by integrating a Gemini-powered side panel. This update identifies rising queries at double the previous frequency and automatically compares up to eight search terms at once, allowing for real-time strategic pivots.
Apple and Google have finalised a multi-year partnership to re-architect Siri using Gemini’s neural models. This turns Siri from a basic voice assistant into a sophisticated AI agent with on-screen awareness, allowing it to understand what you are looking at and complete tasks across your apps autonomously.
Welcome to the team, Anna!
We're delighted to introduce Anna Abourizk who joined the team towards the end of last year. Anna is a creative strategist who recently traded Sydney’s sunshine for London’s vibrant cultural scene. Learn more
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