Welcome back. There’s an exciting, new AI model on the block, and marketing teams are desperately racing to adopt it. Built by ChatGPT co-inventor Diego Almeida’s TypeSpace AI, Jev is a new kind of ‘decision model’ that marketers are using to significantly boost their productivity, with some workflows racking up a ton of attention online.
In Today’s Edition:
Xbox: the next big ad channel?
What are ‘hidden buyers’ and what are marketers doing to target them
How to create a brand review from scattered files with GPT-6 Astra
The leading strategies and tactics of the week
Welcome to The Marketing Standup. This is a weekly email that cuts through the endless noise to help marketers and execs find high-signal news, strategies, and resources in 5 minutes or less. You can sign up or share this email here.
THIS WEEK IN MARKETING
Click here for a quick look at TypeSafe’s Jev model, currently going viral across marketing teams. Photo: TypeSafe AI
1. New AI ‘decision model’ Jev is spreading fast through marketing teams: Jev, by TypeSafe AI, is a new type of AI model that, instead of writing text like a chatbot, instantly returns fast, actionable decisions. Marketers have spent the week putting Jev through high-stakes marketing tests, fueling a wave of viral workflows:
One marketer fed Jev 724 live ads from 37 brands. In less than 40 seconds, it broke down the hooks, formats, CTAs, and funnel mismatches shaping their performance.
Jev reportedly slashes SEO/GEO fix costs by 90%, helping agents audit citations, search behavior, and site gaps far faster across large client websites.
One marketer gave Jev over 700 leads and their outreach messages. It scored every lead and predicted which ones were most likely to land.
Want to see what Jev uncovers in your own marketing data? Here’s a quick beginner’s guide to get you started, and 10 useful workflows for you to try out.
2. Xbox may be building toward ads that pop up right after you beat a level: A recent Microsoft patent reportedly describes a new system for Xbox that spots natural pauses in cloud game streaming and slots in an ad, rewarding players with more playtime for watching — an early signal that console gaming could become the next big ad channel. For more details, read here.
3. Shopify opens its checkout to Meta's Muse: Under a new partnership, Meta's Muse assistant will use Shop Pay to let users buy directly from Shopify merchants without leaving the chat. It's a sharp contrast to Amazon, which has blocked Muse from its site altogether. For brands selling on Shopify, this opens a new, largely untested channel where AI agents do the browsing and buying.
STRATEGIES AND TACTICS
The trending strategies and tactics worth stealing
Click here to see how creator Eric Siu ran a day of marketing using GPT-6 Astra. Photo: Leveling Up with Eric Siu
👔 Day Job: YouTube creator Eric Siu spent a day testing just how much of his marketing operation GPT-6 Astra could automate. The answer will surprise you.
🎞 Creative Showdown: Marketers and creators have to choose between dozens of image and video models to get the best output. Now, OpenArt just launched a blind-tested leaderboard showing which ones actually perform the best across different creative jobs, and it’s got marketers smashing the like button.
🏎 Not so Fast: Formula 1’s move to Apple TV has produced some ugly-looking US audience estimates, which is causing some marketers to swerve away from the channel. But this insightful article argues that may be a mistake.
🚀 Ranking Rocket: A small brand doesn’t necessarily need a huge content machine to win in AI search. A new GPT-6 Astra workflow claims it catapulted a small brand ahead of a company doing millions in monthly revenue in AI search in under 3 minutes.
🎨 Content Factory: If you’re still using Canva to create carousels for your social media, you may already be behind the eight-ball. Here’s a complete workflow on how to use Claude to create better-looking content for your feed.
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FROM THE FRONTIER
Companies are hiring senior editors to solve the ‘hidden buyer’ problem. Here’s what marketers need to know.
Photo: State of Brand
📰 Driving the news: A small but growing number of companies are increasingly hiring senior editors and content professionals to spin out thought leadership content, but holding them accountable to revenue metrics like win rates, deal velocity, and average sales price — a genuine break from how content has traditionally been measured.
🥷 Targeting the ‘hidden buyer’
Thought leadership can reach influential buyers who rarely interact with sales teams. A 2025 Edelman report calls them “hidden buyers”: folks in functions such as finance, legal, and procurement who influence purchasing decisions behind the scenes.
71% of ‘hidden buyers’ have little or no contact with sales teams.
63% spend more than an hour each week reading thought leadership.
81% say it helps them spot business problems they hadn’t previously recognized.
🚨 Measurement problems
The same behavior that makes thought leadership valuable also makes it difficult to measure. Dreamdata’s 2026 benchmarks, based on 3.5 million B2B buying journeys, found that the average purchase takes 272 days and involves over 88 touchpoints.
Buyers spend roughly the first 220 days researching independently.
That is when thought leadership is most likely to shape their thinking.
It is also the period traditional attribution tools are least able to track.
The bottom-line: The hidden-buyer problem is real, and thought leadership is one of the few channels capable of reaching that audience. But any case for it must be built around the audience it reaches and the influence it builds. Pipeline contributions may be a useful signal, but it drawing any link between content and sales may be premature for now.
TUTORIAL
How to create a quarterly brand review from scattered files with GPT-6 Astra
Open ChatGPT and select Work. Choose GPT-6 Astra.
Upload the quarter’s relevant material, such as campaign reports, social-performance exports, customer research, presentations, and team notes.
If your company already has a quarterly-review deck, attach it as a reference file and tell Astra to preserve its branding, structure, and slide style.
Give Astra a clear brief:
Sample prompt: “Create our Q[1/2/3/4] brand review using the attached files. Compare performance with [quarter/year], identify meaningful shifts in awareness, engagement, audience sentiment, campaign performance, and competitive position. Highlight the biggest wins, weaknesses, emerging risks, and opportunities. Finish with 3–5 priorities for next quarter. Produce an executive summary covering what changed, why it matters, and what leadership should pay attention to.”
Review the deck and ask Astra to verify important numbers against the source files, simplify weak slides, and clearly label any conclusions that lack sufficient evidence.
Once the format works, save the deck and instructions as a reusable template so future quarterly reviews can follow the same structure with new data.
PRODUCTIVITY STACK
New and trending marketing tools
✍ thestory.run: A writing coach for corporate influencers
✨ Lead Sparker: Turn any brand URL into a ready-to-send insight deck.
🕵 Figo: A competitor tracker that helps you see every move your competitor makes.
What did you think of today's email?
Until next time — Zain, Faiq, & the Superhuman AI team.