FromDayOne, Inc's logo
STORIES
Live Conference Recap BY Katie Chambers | February 19, 2026

Creative, Results-Oriented Storytelling That Connects

“The best or nothing”—that was Mercedes-Benz’s tagline for years. But marketers were noticing a concerning trend. “What that actually did was it made people feel like, ‘I’m not ready to graduate to the brand yet. Maybe I’m not ready. I’m not the best in my career yet. So maybe I shouldn’t reward myself with that Mercedes-Benz,” Monique Harrison, head of brand marketing, Mercedes-Benz, shared during an executive panel discussion at From Day One’s Atlanta marketing conference. Instead, the company has made a concerted effort to become more relatable to different segments of the population through targeted advertising and brand ambassadors for audiences interested in $40,000 vehicles, million-dollar sports cars, and everything in between. “It’s about finding opportunities to be that human connection in varying places with a diversity of perspectives,” Harrison said. In the age of information overload, compelling storytelling can set a brand apart from the barrage of mediocre content. How can marketing teams craft content that truly engages when audience attention is scattered and fickle? What strategies ensure that brand storytelling is consistent across channels yet tailored to each platform and audience? Panelists shared their insights in this session moderated by Kelly Yamanouchi, business team lead at the Atlanta Journal-Constitution.The Evolution of Brand Storytelling Past iterations of brand storytelling, says Sarah Stansberry, SVP of marketing at Fiserv, were extremely direct, emphasizing the quick definition of what the product or service offers. There is now a greater focus on creating compelling, results-driven narratives. “How do we take the complex, make it simple, and make that simple [message] compelling?” she said. Understanding your audience is central to effective brand storytelling. “Storytelling is actually story living,” said Anise Mastin, VP & general manager of global marketing at SAP. “Research substantiates that when we can step into the shoes of our targets, our storytelling gets better. Be the type of marketer that can understand their top three needs, the daily things that they need to do, and the obstacles or pains that stop them from doing that.” Panelists shared their insights on "Creative, Results-Oriented Storytelling That Connects" in AtlantaBut it’s not always easy to reach your audience. “As we look at how to tell a story, grab the attention, and cut through the clutter, it’s so much harder now because of the lack of attention and the fragmentation that we’re dealing with,” Harrison said. Fragmentation is a relatively new and increasingly pressing challenge, as audiences are spread across multiple screens and services. “Ten to 15 years ago, I sat on a panel that [tackled], ‘Is it about driving brand love, or is it about driving performance?’” said Dani Cushion, chief marketing officer at Teads. This is where the number of channels across the customer journey is an advantage rather than a challenge. “The data actually allows us to help engage with the consumer in a way that adds value, and the storytelling then becomes more about how you actually engage folks throughout the whole customer journey, instead of a binary choice.” A Major Marketing Shift: Access to AIThe introduction of AI is also disrupting how marketers traditionally approached brand storytelling. “It’s so much harder today, because you’re not only storytelling for the consumer, you’re storytelling for AI, and what AI will actually bring to market on your behalf,” Harrison said. Social media, which is also ever-evolving, is an important part of the marketing process, but should be used intentionally, with careful research, A/B testing, and an understanding of which platforms your intended audience prefers. “Don’t think of it as a megaphone. Think of it as a targeting tool,” Stanberry said. AI can be deployed on the marketing side, not just by audiences, but exercise caution. Like social media, it is also just a tool, not a replacement for human intuition. AI can expedite support research and speed up responses to customer inquiries, says Mastin. “But it’s not coming for your judgment. It needs a human to be able to take the action,” she said. “It cannot build brand loyalty, customer loyalty.” She warns that AI is the tool, not the solution; even when it provides important insights, it’s up to the human staff to create action plans based on those insights and continue to measure KPIs and business impact. “You can build something actionable, measurable, and repeatable.”  In terms of content creation, AI can be useful and often faster than human production, but its capacities are limited, so save it for quick, lower-stakes projects. “AI plays a role when we want to tell the story [a certain] way, where it can be a little bit faster and not perfect,” Stansberry said. Cushion’s team deploys AI “not to replace creatives, but to inform,” using it to pre-test narratives through predictive analytics to understand how consumers engage with specific ads. “It does allow us to make sure that we are packing a whole lot of powerful intelligence into every single impression so that we’re not wasting money up front, and then optimizing later,” she said. AI also helps her team identify the best channels for specific ads. Carving Out Your Niche Differentiating your brand is all about connection, says Mastin. This spans from building a relationship with the customer through driving awareness as they learn about the product, to maintaining their favor even as they compare you with others. “Recognize what your competitors are doing but know your product so well and why it’s differentiated, that value proposition, and how you can say it, by stepping into your target’s shoes so that they’re going to say, ‘I want more,’” Mastin said. Engagement and attention are among the highest-value metrics marketers need to prioritize today, says Stansberry. And customers are craving authenticity. Stansberry’s organization humanizes its marketing by highlighting corporate community engagement and client success stories. This is why Harrison’s team at Mercedes-Benz has begun using celebrity brand ambassadors who are not only influential but also relatable, rather than those who might read as authoritative. “Put yourself in the shoes of the customer. How are you going to feel when you hear? How are you going to feel when you see? Those things play a major role in how we choose those that represent the brand,” Harrison said. Marketing and communications professionals, Cushion says, are naturally empathetic and often mission-driven. And they must be nimble. When leaders task them with changing direction, Stansberry said, “Being clear is kind. The more transparent you can be and say why it matters, [how] what you’re doing is going to impact the end result,” the more effective you will be.  Mastin’s top advice for marketers in a climate of constant change: “Don’t be tied or married to content. Be tied or married to success. Be always willing to change and be agile.”Katie Chambers is a freelance writer and award-winning communications executive with a lifelong commitment to supporting artists and advocating for inclusion. Her work has been seen in HuffPost, Top Think, and several printed essay collections, and she has appeared on Cheddar News, iWomanTV, On New Jersey, and CBS New York.(Photos by Josh Larson for From Day One)

Story cover image
Feature BY Erin Behrens | February 18, 2026

When Chatbots Start Showing Ads, Who Wins?

Super Bowl viewers accustomed to the usual peppy ads for snacks and car insurance were treated to a new wave of brands competing for attention during last week’s game: dueling AI platforms. Ads for OpenAI took an earnest tone, promoting the use of its Codex tool for creators with the theme, “You Can Just Build Things.” But its archrival Anthropic, on the other hand, went on the attack, aiming to gain an advantage over a question on every marketer’s mind: when will advertisements start appearing in the answers to our AI prompts? Anthropic’s ads formed a quick response to the announcement of paid ads coming to OpenAI’s ChatGPT. The opening round in the Super Bowl foreshadows an exciting time for marketers, a confusing time for consumers, and a hypercompetitive time for these leaders in AI. Anthropic’s Super Bowl campaign, touting its Claude platform, offered a calculatedly dystopian glimpse of ads in AI. In the commercial that drew the most attention, the lead asks, “Can I get a six-pack quickly?” His extra-jacked training partner recommends, in a suspiciously lagging monotone, that the kid try “Step Boost Maxx, the insoles that add one vertical inch of height,” leaving the youth confused as the slogan flashes: “Ads are coming to AI. But not to Claude.” Anthropic says it will support Claude through paid subscriptions, among other means.The commercial lead asking his training partner for advice (photo via Anthropic) Meanwhile, OpenAI is positioning this change as pragmatic. The company’s CEO, Sam Altman, has framed ads as a way to make the service more accessible. Sponsored placements may be tested for users on the free plan, with clear labeling and a separation from core answers, the company posted. The stated goal is to fund the platform while preserving trust, ensuring users can distinguish between helpful guidance and promotional content. Rethinking Marketing Strategies The looming reality of sponsorships on AI platforms is sure to alter marketing strategies. “Sponsorship on AI platforms is right around the corner, especially as these tools mature and look for sustainable revenue models,” Katie Conrad, general manager of customer performance and insights at Delta Air Lines, told From Day One.“We’re already seeing high-intent behavior shift into AI, from Cyber Monday shopping to full trip planning, which means brands are entering the consideration set earlier than ever,” Conrad said. Instead of scrolling through search results, a consumer might ask a chatbot, “What’s the best 65-inch TV?” or “Which standing desk is worth it?” These high-intent questions could easily and quickly be solved as sponsored content makes its way to chatbots. If AI becomes the first stop for answers, it also becomes a battleground for brand visibility. Companies will increasingly optimize not just for clicks, but for being the answer, positioning themselves within AI-generated recommendations in ways that feel authentic and helpful to consumers.Preserving Brand and IntegrityThese ads will likely be hyper-targeted, a dynamic that will land in a variety of ways with consumers. Some will appreciate ads that feel genuinely helpful, while others may see that level of precision as invasive. “People will value authentic content that showcases your lived experiences and POV instead of informational content,” said Sooraj Divakaran, marketing director at Firstsource. Even so, “[marketers] will need to be very thoughtful with how they use this new channel and what they want to achieve from it. The larger question is how the sponsorship will align with what you’re trying to do as a brand,” Divakaran said, citing the case of Anthropic’s recent partnership with the Williams F1 auto-racing team as their official thinking partner. “If what you’re trying to do as a brand is closely aligned with any of these brands, then the partnership will make more sense,” Divakaran said.When it comes to brand trust, the stakes are high. AI carries a sense of authority while also feeling personal, almost like a one-to-one conversation. That combination is powerful yet fragile. Sponsored suggestions that feel pushy or misleading could backfire quickly, much like in the satirical Super Bowl scenario Anthropic depicted. “The challenge will be protecting trust, because the power of something like ChatGPT is perceived objectivity, so any sponsored presence has to feel native, transparent, and genuinely useful or it risks eroding the very behavior brands want to tap into,” Conrad of Delta said. The Chatbot Super Bowl FeudWhile OpenAI CEO Sam Altman emphasizes accessibility, Anthropic’s ads clearly made an impact, according to post-game data. “The maker of the Claude chatbot saw visits to its site jump 6.5% following its Super Bowl advertisement that took a swing at rival OpenAI’s decision to bring ads to ChatGPT,” reports CNBC. The ad put Claude into the top 10 free apps on the Apple App Store and drove an 11% increase in daily active users, outperforming competitors like OpenAI, Google Gemini, and Meta.Was it just an effective ad, or is it tapping into deeper consumer insights? The Super Bowl spot for Claude may have driven clicks and installs, but it also raises a bigger question: how comfortable are users with advertising in this new form of media that takes on the role of a trusted advisor? Customers are used to seeing pay-per-click (PPC) ads appear in search-engine results, usually posted above the list of non-paid results, but AI chatbots started off with non-commercial personas. As they become the first stop for information, from shopping recommendations to trip-planning, users may start noticing sponsored responses in places they previously expected neutrality. Brands see opportunity, but the presence of ads in AI could shift trust, influence behavior, and even change how people interact with these platforms. The competition has only begun, but Anthropic’s campaign may be signaling the new rules of engagement.Erin Behrens is an associate editor at From Day One.(Featured photo by alexsl/iStock)

Story cover image

What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
Desiree Booker(Attendee) profile picture

“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
Trisha Stezzi(Attendee) profile picture

“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
Joel Stupka(Attendee) profile picture

“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
Alexis Hauk(Attendee) profile picture

“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University