Unilever’s Big Gamble, AI’s Accuracy Problem & Pinterest’s Quiet Growth

Edition 61

Author

Luru Labs
March 25, 2025

Hello there,

This week, we’re diving into Unilever’s major shift toward social and influencer marketing, a study that exposes AI search engines’ shocking inaccuracy, and why Pinterest might just be the most underrated platform for creators. Plus, a look at AI-powered notetakers—are they game-changers or just hype? Let’s get into it.

Unilever Goes All-In on Influencers

Unilever is shifting 50% of its ad spend to social media, betting big on an influencer-first strategy. But will this pivot pay off, or is it a risky move in an ever-changing digital landscape?

50% of Unilever's ad spend will go to social media. Will an influencer-first strategy work?

In a major strategic pivot, its new CEO says it’ll spend half of its media dollars on social channels and work with 20x more creators. Here’s why the move makes sense.

www.thedrum.com/news/2025/03/13/50-unilevers-ad-spend-will-go-social-media-will-influencer-first-strategy-work

AI Search Engines Are Failing—Badly

A new study shows AI-powered search engines get things wrong at an alarming 60% rate. With accuracy this low, can businesses trust AI search, or is it back to Google for the foreseeable future?

AI search engines cite incorrect news sources at an alarming 60% rate, study says

CJR study shows AI search services misinform users and ignore publisher exclusion requests.

arstechnica.com/ai/2025/03/ai-search-engines-give-incorrect-answers-at-an-alarming-60-rate-study-says

Which AI Notetaker Should You Use?

With AI notetakers flooding the market, it’s hard to know which one is worth your time. This breakdown compares the best options—and what makes them actually useful.

611. Which of these AI notetakers would you pick? 🥒

The one with the strongest brand, of course! Drumroll please ...

kevanlee.substack.com/p/611-which-of-these-ai-notetakers

Pinterest’s Creator Economy Play

Pinterest has been quietly building a thriving creator ecosystem, making moves that fly under the radar compared to TikTok and Instagram. But their long-term strategy might just give them the edge.

The Under-the-Radar Pinterest Creator Space is Getting More Potent

And why some marketers may be better off bailing on digital IDs

mikeshields.substack.com/p/the-under-the-radar-pinterest-creator

That’s it for this week! Which story caught your eye the most? Hit reply and let us know.

Signing off,

Team ‘Luru