Apple is currently examining the introduction of an AI search in the Safari browser. Eddy Cue, Senior Vice President of Services at Apple, said this in the context of an ongoing court case, as Bloomberg reported. The US Department of Justice's antitrust proceedings against the Google holding company Alphabet concern the question of whether Google has a monopoly position in the area of web search.

Since April, search queries on Safari have been declining for the first time, said the Apple manager. He explained this by saying that users are increasingly using AI applications instead of search engines. Accordingly, he assumes that the services of OpenAI, Perplexity, Anthropic and Co. will sooner or later replace Google's classic web search. This is why Apple wants to add the relevant AI services as search options in Safari in the near future, said Cue. The manufacturer has already held talks with Perplexity for this purpose.

The Apple manager's statements sent Google shares tumbling. The share price fell by around 7.5 percent in just a few hours. (Filip Sinjakovic/jor)

This article first appeared in Netzwoche.

The three dialog marketing associations in the DACH region have established the following new definition: "Dialogue marketing stands for individual, orchestrated, value-creating and action-triggering communication via various online and offline channels along the customer journey." The The complete definition will be made available to interested parties in a PDF file.

This positions dialog marketing as a strategic approach that combines technological possibilities, economic goals and genuine customer relationships, the three associations announced in a joint press release. "We are thus creating a clear profile for a discipline that has long since gone beyond the classic advertising letter. Dialogue marketing today is data-based, scalable - and economically highly relevant," emphasizes Martin Nitsche, President of DDV.

The four core principles - individualization, orchestration, value creation and action orientation - mark a change in perspective. "This definition is a rethink. It gets to the heart of what dialog marketing is all about today: not volume, but relevance, attitude and impact," explains Alexandra Vetrovsky-Brychta, President of the DMVÖ.

The Swiss association also emphasizes the international aspirations of the new line: "It was important to us to create a definition that is not only theoretically sound, but can also be applied directly in practice - across borders and channels," explains SDV President Christian Huldi.

The project was scientifically supported by Prof. Dr. Ralf T. Kreutzer, former Professor of Marketing in Berlin. He sees this as a milestone: "The new definition combines current technological developments - from artificial intelligence and automation to data-driven personalization - with a clear focus on impact and customer benefit. It is strategically viable and at the same time operationally connectable."

Webcast on the topic

In line with the new definition, experts from the DACH region will be discussing the Webcast "Rethinking dialog marketing - individual, orchestrated, value-creating!" on Monday from 11:00 a.m. to 12:00 p.m. on current challenges, technological developments and best practices in dialog marketing Participation is free of charge.

A video by artist and AI expert "Karpi" went viral on Sunday with the provocative claim "Switzerland is fake". Two days later, the resolution follows: the campaign is part of the communication for the reopening of the Fotomuseum Winterthur - designed and implemented by the Zurich agency June Corporate Communications.

6 million organic views

The aim of the campaign was to generate attention in social and traditional media for the reopening of the Fotomuseum after around two years of renovations. And it succeeded: within just 48 hours, the video achieved over 3.9 million views - purely organically. In the meantime, it already has over 6 million views.

Patrick Karpiczenko, who wrote and produced the video, is overwhelmed by the positive feedback: "I find the numerous Swiss people who deny their own existence in the comments particularly funny. I'm pleased that many people who otherwise have no use for AI-generated art see the sense and purpose here." The video was also picked up in the media in many places - for example at the View, the Daily Gazette and with 24 heures.

An invitation to think critically about images

"Switzerland is fake" serves as a thematic springboard for the opening exhibition "The Lure of the Image - How Images on the Net Entice". The campaign not only draws attention to the reopening of the Fotomuseum Winterthur on May 17, 2025 - it is also an appeal to take a critical look at images online. "The Fotomuseum Winterthur is a place where we can enjoy thinking critically about how images shape our perception of reality," explains Director Nadine Wietlisbach.

June Corporate Communications was responsible for the creative concept, strategic planning and implementation of the campaign. The Zurich agency deliberately played with the means and mechanisms of modern disinformation. The aim was to create social and media resonance in order to draw attention to the reopening of the Fotomuseum Winterthur. And to highlight the opportunities that the Fotomuseum Winterthur offers the public to actively engage with the stories that images tell us today.

"Using humorous and satirical means to caricature the reality of communication that we encounter on social media every day was both challenging and instructive. The heartfelt discussions with the Fotomuseum Winterthur and with Karpi about the opportunities and limits of visual communication were incredibly inspiring for us as an agency," says Marco Meroni, Co-Managing Director at June Corporate Communications.

The two new flavors "Extrême Raspberry & Brownie" and "Extrême Blueberry & Cream" will be presented in the pop-up store at St. Peterhofstatt 10 in Zurich. In addition to the tasting opportunity, there are also game stations, a dance floor and a nostalgic photo booth in the colorful setting of the store.

The aim of the campaign is to bring the brand to life outside of the usual sales environment and to appeal to a younger, urban audience in particular. Access is free of charge and no prior registration is required.

For one week, music takes center stage in Switzerland and Europe. To celebrate this, Uber Karaoke will be on the road in Zurich, Basel and Lausanne from May 15 to 17 to offer its passengers a free musical highlight. A fully equipped van with space for up to four people will be available in each city.

Special Guest: Luca Hänni

Uber has teamed up with Swiss musician Luca Hänni for a special highlight. The singer, who came fourth in the Eurovision Song Contest in 2019, will be there in person on May 16 in Basel. Some users will then have the chance to share a ride with him - including singing.

"I liked the idea of Uber right from the start. It's fun, creates a good atmosphere and gives me the opportunity to be close to my fans. I didn't want to miss out on that," says Luca Hänni.

The Swiss festival representative Weischer.Cinema Switzerland is also partnering with the ADC in 2025. The partnership has established itself as a sustainable solution for the targeted promotion of young creative talent. Together, they give talented young creatives from Switzerland access to the world's most important creative stage in Cannes. The teams in the film, print and digital categories qualified via the ADC Young Creatives Awards, while the media team was determined by a separate selection process organized by Weischer.Cinema.

The Swiss Young Lions 2025

• Digital category: Josephine Jeanguenin and Patricia Schneider from Thjnk
• Film category: Francesca Kleinstück and Emil Maeder from Marty-Trezzini
• Media category: Delia Montagnolo and Sara Schild from Dentsu
• Print category: Alex Gubler from Ogilvy and Jenna Davis from Ingo

Traditional roundtable

In the run-up to the trip to Cannes, the Young Lions came together at the premises of Weischer.Cinema Switzerland for the traditional roundtable. The meeting served as a content-related warm-up and provided an opportunity for personal exchange. The mood among the participants was focused and at the same time characterized by palpable anticipation - everyone is highly motivated to build on the Lion wins and shortlist placements of previous years.

"Take it all in, be inspired," says Christof Kaufmann, CEO of Weischer.Cinema Switzerland, motivating the young talents. "Our appeal to you: approach the task with joy and openness - that's how the best ideas are born. Think boldly, be even more creative than usual. You are the future of our industry - and our stars of tomorrow."

The Young Lions Competition will once again take place alongside the festival this year. From June 16 to 20, the Swiss teams will compete live on the Croisette against the world's best young creatives.

Two Swiss jurors in Cannes

The Cannes Lions Jury is made up of the Shortlist Jury and the Awarding Jury and evaluates the best international creative works in different phases. The jury is appointed by the festival management on the basis of proposals from the country representatives and the creative track record of the respective country in the previous year.

This year, two Swiss representatives have been appointed to the prestigious jury. Jayesh Nair from Bayer Consumer Health is on the awarding jury for the "Health & Wellness" category, and Lara Jelinski from Dentsu is on the shortlist jury for the "Media" category.

Traditional Swiss BBQ at "O'Key Beach"

Once again this year, Weischer.Cinema Switzerland invites you to the traditional Swiss BBQ at the halfway point of the festival. The event will take place on Wednesday lunchtime during Cannes week at O'Key Beach in Cannes and invites the Swiss delegation to network.

The fourth edition of the Junior Agency Awards was launched in spring. For this year's inter-university competition, students work in teams to develop a marketing communication campaign for 20 minutes. The aim is to inspire young people to use the 20 Minuten app regularly.

The students will receive expert support from coaches from the LSA agencies. After an internal university preliminary round in May, the winning teams will compete against each other with their designs in front of the now familiar expert jury at the Mascotte in Zurich on June 11, 2025. The evening will be hosted by Danijel Sljivo.

This year's jury is made up of Victoria Rispy, Head of Marketing at 20 minutesBeat Krapf, Head of Strategic Projects & New Business at 20 minutesPetra Dreyfus, CEO Wirz, Matthias Kiess, CEO TBWA\Switzerland, Silvan Metzger, CEO MRBP, Oliver Schönfeld, CEO TWMedia, and Philipp Skrabal, CCO and Partner at Team Farner and "Advertiser of the Year" 2025.

The collectables for this year's Coop summer promotion include a badminton set and a football for action-packed afternoons, as well as a picnic blanket, ice cube tray, beach towel and a string of solar lights for summer parties. Valencia Kommunikation created a sophisticated 360-degree approach for the offer.

Sunny all-round package

The agency was responsible for developing the creative ideas - naming, visuals and storyboards - as well as their implementation. The communication measures can be seen both analog and digital, on carrier bags or with high engagement on social media.

A particularly dynamic stylistic device was chosen for the moving image: The camera moves from one scene to the next in a surprising way without any recognizable cuts. This creates the impression of a summery "one take" in which each collection item makes its own appearance.

Coop's "Summer Time" family collection activity started on Thursday and will run until June 25, 2025.

Client: Coop Cooperative. Campaign conception and implementation: Valencia Communication. Concept topic and collective article: Boost Collectibles. Moving image production: Shining Film. Media Planning: TWMedia. Music: HitMill.

According to the company, the world's first digital book festival is part of Ex Libris' efforts to make the reading experience accessible to a wide audience. The festival offers a new form of literary experience with a mixture of livestream, interactive functions and modern technologies, such as recording the readers as holograms.

For twelve hours, more than 25 authors, BookTokers and well-known personalities will read either from their own works or from their favorite books in the 3D reading café. The audience can follow this from anywhere free of charge via livestream on YouTube. Questions can also be asked to the readers in real time using the chat function. There will also be raffles for signed books.

The celebrity readers include names such as well-known writers Blanca Imboden, Doris Büchel, Meike Werkmeister and Sita Maria Frey, presenter Röbi Koller, Graubünden comedian Rolf Schmid and Swiss music legends Gimma and Chris von Rohr. The YouTube livestream will start at 10 a.m. on May 21 and last until 10 p.m.

The agency impressed with its strategic concept for brand development. "Rembrand impressed us with its in-depth understanding of our brand - as well as with the palpable passion and commitment of the entire team," explains Evelyn Kafka, Head of Brand Management at Ramseier Suisse.

Rembrand is delighted: "Ramseier is an iconic Swiss brand - we are proud and happy to be able to contribute to its further development," says Rembrand CEO Andreas Felder.

With Ramseier, Rembrand is expanding its multi-award-winning food & beverage cluster, which already includes national brands such as Minor (Maestrani), Brewbee (Appenzeller Bier) and Green Mountain (Hilcona).

With Yaleo Advertising, formats familiar from social media can be placed in an editorially curated environment - such as the online portals of Swiss media. The expanded portfolio includes two formats: Yaleo Video for large-scale video ads and Yaleo Story for interactive ones with multiple slides.

According to Nora Chapero, Product Director at Audienzz, Yaleo Advertising offers "the best of both worlds: The powerful impact of social media-style creative formats and the trusted environment of established media brands on the open web." In addition, technology with precise contextual targeting is used to ensure optimal campaign efficiency. Yaleo Advertising is now available for booking - examples of current campaigns can be found on the Website.

Content marketing is key for Swiss companies. 66% of the companies surveyed actively use content marketing, as a recent survey by the ZHAW shows. The majority of companies that do not yet use content marketing are also planning to introduce it. This is also reflected in the budgets: companies invest almost 40 percent of their total budget in content marketing measures. "We are seeing an increasing professionalization of content marketing. This means, for example: Clearly defined strategies, target group analyses and the use of content management tools for the planning, creation and distribution of content," explains Nadine Stahl from the ZHAW, who is responsible for the study.

AI increases efficiency

Larger companies in particular are increasingly using artificial intelligence in their content processes, according to the study. AI is primarily used in automated text creation, content optimization and in analyses to measure success. AI-supported tools for the personalization of content and automated content distribution are becoming increasingly important. Companies that have already gained experience with AI in content marketing report increases in efficiency and improved targeting.

At the same time, according to the study, a lack of specialist knowledge, inadequate internal structures and uncertainties regarding the quality and credibility of AI-generated content are slowing down widespread adaptation. "Our study provides insights into the use of AI in content marketing for the first time. We found that the impact of AI on creativity and authenticity is a controversial topic. While some companies see AI as a supportive tool that complements human creativity, others see the risks of too much automation," explains Stahl. Despite these challenges, however, many companies expect AI to play a key role in content marketing in the coming years.

Data is becoming increasingly relevant

Companies mainly use data to better understand the behavior and interests of their target groups and to analyze the effectiveness of content formats. Nevertheless, many are not yet exploiting the potential of their data. "There is potential for development, particularly in the area of data-based optimization and personalization of content," explains Nadine Stahl.

Variety of content formats

Social media posts and articles on the company website are created most frequently. Podcasts, white papers and best practice studies are considered particularly effective by those surveyed, but are time-consuming to produce. The choice of distribution channels is increasingly target group-specific. The company's own website and social media, especially LinkedIn and Instagram, are seen as particularly relevant channels. "It is interesting to note that companies that work in a data-driven manner are investing in content distribution in a much more targeted manner, focusing in particular on owned media and shared media," says Nadine Stahl.

For the Content Marketing Study 2025 the Institute of Marketing Management at the ZHAW School of Management and Law has investigated the use and spread of content marketing in Switzerland for the fourth time. 924 Swiss companies of different sizes and from different industries took part in an online survey in January 2025. Click here for the entire study.