Lab Weekly - 06/13/2025
Apple WWDC recap; New podcast episode; Plus, the latest news about Amazon’s AI video generator, the WBD split, and more must-know news and stats
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Apple WWDC 2025 Recap: AI Hype Seen Through “Liquid Glass”
Apple’s AI strategy re-focuses on delivering quality-of-life improvements across shiny new UI design. Read our recap to learn more about what Apple’s latest software announcements mean for brands and marketers.
In case you missed it…
Google I/O 2025 recap: AI Mode, Activated
At I/O 2025, Google unveiled its boldest vision yet for an AI-first future; Here’s what brands need to know
Airbnb’s Rebranding & What It Says About the Service Economy
The issue with scaling local services and experiences, and how AI might play a part in Airbnb’s future
The Dream of The Next Big Thing, Powered by Gen AI
How OpenAI, Meta, Google are trying to make it happen, and where does that leave Apple
Episode 171: Apple WWDC 2025 Recap
This week on Floor 9, four members of the Lab team — Adam, Tom, Chelsea, and Elisa — assemble to discuss in-depth about everything brand marketers need to know about the latest news coming out of Apple’s WWDC developer event this week.
Specifically, the team discussed Apple’s practical approach to AI, which focuses on incremental “quality-of-life” improvements, and what it means in the context of a heated AI race among the big tech companies. They also discussed the new “Liquid Glass” design that Apple announced for all upcoming operating systems, and what its spatial computing-oriented design says about Apple’s vision for the future of digital interactions. Furthermore, the team explored specific updates to Apple Wallet, CarPlay, Apple Music, and other corners of the Apple ecosystem that will have direct or indirect impact on brand experiences in relevant categories.
If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!
Amazon Updates Its AI Video Generator with New Features [The Verge]
Amazon is about to be flooded with AI-generated video ads, as the ecommerce giant rolled out an update to its free, AI-powered Video Generator tool broadly in the U.S., which enables Amazon vendors to quickly produce photorealistic, 21-second video ads with minimal input. The tool can animate products in use, stitch together multiple scenes with humans and pets, add brand logos, and even repurpose existing footage into condensed ad formats. It’s designed to help sellers create polished, TV-style ads in minutes—entirely free.
Amazon’s push into generative AI ads reflects a broader industry trend toward scalable, automated creatives. While tools like this make ad production faster and more accessible, they also raise questions about authenticity. Consumers are increasingly wary of overly polished, AI-generated content—especially if it blurs the line between real and synthetic. A recent survey by Baringa found that 70% of consumers distrust fully AI-generated marketing content. As generative tools become more seamless and widespread, the challenge for brands will be balancing efficiency with credibility—ensuring AI-powered ads still feel human, honest, and aligned with consumer values.
Related: OpenAI releases o3-pro, a souped-up version of its o3 AI reasoning model [TechCrunch]; Meta invests $14.8 billion in Scale AI and recruits its CEO [Engadget]
Warner Bros. Discovery to Split Into Two Companies [NYT]
Warner Bros. Discovery (WBD) announced plans to split into two publicly traded companies: one focused on cable networks like CNN and TNT, and the other on streaming and studios, including HBO and Max. The move aims to give each division greater strategic focus and operational flexibility while helping WBD better manage its debt. However, the future of TNT’s U.S. sports rights, which include NCAA March Madness, Nascar, NHL, and MLB that are also currently available on Max, remains uncertain for now. CEO David Zaslav said "sports have been less critical" for driving streaming subscriptions in the U.S.
This restructuring highlights the ongoing identity crisis in legacy media as companies struggle to balance declining linear revenue with unprofitable streaming bets. By decoupling cable from content production and streaming, WBD is acknowledging the diverging economics of these businesses. It also mirrors broader industry fragmentation, where leaner, more focused entities are seen as better equipped to adapt to the evolving demands of advertisers, audiences, and investors.
Related: Max is changing its name back to HBO Max this summer [NPR]; ‘A Minecraft Movie’ gets max streaming release date [Variety]
Snap Will Start Selling AR Glasses Next Year [The Verge]
Snap announced plans to launch an updated version of its smart glasses in 2026. The new iteration will be named “Specs,” breaking with the company’s Spectacles branding that it used for previous versions, and it will come with an integrated AI assistant and enable new features. Unlike Apple or Meta’s productivity-heavy visions, Snap’s AR glasses continue to prioritize shared play, social presence, and lightweight creative tools. Time will tell whether Snap can leverage that point of differentiation into actual sales.
While Snap’s business is still very much driven by mobile ads, Specs points to a future where ads and brand experiences are integrated into the physical world. Potential formats that a device like Spec could unlock include contextual brand AR lenses, sponsored instructional content, and other types of AI-driven recommendations delivered when needed. For forward-thinking marketers, now is the time to consider how their brand will surface and add value in an AI-first, wearable future.
Related: Snapchat’s new subscription tier will let users access a wider selection of lenses and AR experiences, for $8.99 a month [The Verge]; Apple’s Liquid Glass design is paving the way for AR glasses [TechCrunch]
Situational Awareness:
Microsoft launches Xbox handheld consoles Ally in partnership with Ally [GeekWire]
On the heels of the massive success of Nintendo's Switch 2 launch, the arrival of ROG Xbox Ally marks the latest addition to the growing category of handheld gaming devices that also include Steam Deck. This reflects a growing demand for portable, flexible gaming consoles that can support triple-A gaming across ecosystems—not just first-party platforms.
Amazon doubles Prime Video ads to 6 minutes per hour [AdWeek]
In a noticeable shift. Amazon’s Prime Video has doubled its ad load, averaging around 6 minutes per hour. That places it solidly in the mid‑tier among ad-supported streamers, on par with Netflix, but a bit more than the likes of Disney+ and Max, which both run under 5 minutes per hour. So, in comparison, Prime Video now matches the typical premium streamers but remains far below old‑school linear TV, which on average runs 13–16 minutes hourly.
Marriott relaunches commerce media network following 3-year test period [AdWeek]
Taking a page from the playbook of many airlines, this relaunched media network will help brands such as Visa and Gatorade advertise across the hotel chain's app, website, and in-room screens. The move reflects a broader trend in hospitality and travel toward building retail media-like ecosystems, where loyalty programs become the gateway to personalized, context-aware marketing.
Spotify brings playlists, podcasts, and audiobooks to United flights [The Verge]
Airlines like United are transforming flights into immersive branded experiences by integrating streaming content, mirroring the way hotels and rideshares are also evolving into content distribution touchpoints. Letting passengers access content without a Spotify account lowers friction and reflects a broader shift toward content access across devices and context, while serving as a potential customer acquisition channel for Spotify.
Nintendo announced on Wednesday that it sold more than 3.5 million Switch 2 consoles, marking the “highest global sales level” for any Nintendo device within the first four days of release. Analysts estimate it puts Nintendo in good shape to meet its goal of selling 15 million Switch 2 devices by the end of next March.
Some Gen Z and Millennials are avoiding health screenings with a doctor. Convenience, cost, and distrust are the biggest reasons they’re skipping appointments, even though experts say early detection of conditions is key to staying healthy. According to a report from research company Kantar, nearly a third of Gen Z don’t trust their doctor, which is a higher rate of distrust than among any other generation, Forbes reports.
Connect TV users will account for almost 70% of the US population this year. But, traditional linear TV still receives the majority of ad spending, with 67.5% of total TV ad budgets going towards the channel, per a November 2024 forecast from eMarketer.
If you find our insights valuable and would like to have a deeper conversation on technology and media innovations, or need to sound smarter in a client meeting or a pitch, please feel free to reach out to Chelsea Freitas, our VP of Strategy, at chelsea@ipglab.com.
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