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Six years ago, the commercial production process for Fortune 500 companies, tech innovators, and global giants meant six-figure budgets, and months of research, scripting, and voice actor castings. Every campaign was a marathon of design thinking and strategic storytelling. Today, however, with the help of AI tools, those very steps can unfold in a fraction of the time, and a quarter of the cost. For marketing and communications leaders, the landscape has drastically shifted overnight. The most innovative brand leaders have always thrived on speed. What allowed them to exist beyond the curve was their ability to stay ahead of the story, and see around corners before anyone else could. This has always been important, but the velocity at which were witnessing ideas go from ideation to execution is differentand alarming. Every week seems to introduce a new AI tool that promises to do things smarter, faster, and better for half the price. The constant pressure to adopt or be left behind is palpable. In fact, according to Marketing Weeks 2025 Language of Effectiveness survey, 57.5% of marketers currently use AI to generate campaign content and creative ideas. Yet, 85% of those surveyed by Adweek say they feel pressure to keep up with the latest tools. The question that keeps arising for many leaders isnt whats next, but instead, at what cost? ETHICAL INTELLIGENCE: A BRAND DIFFERENTIATOR Debates about AI are often argued in extremes, either as magic wands or existential threats. Whats missing from that conversation is the middle ground. A place where brand leaders can lean into true stewardship, and where human values and intuition can meet machine precision. Its the space where empathy meets foresight. The future of influence wont be determined by who adopts the next big tool first, but by who uses it responsibly. Ethical intelligence is the muscle every leader needs to strengthen to discern which AI tools to trust, and how best to use them. Because, when you rely on a chatbot or content platform, youre not just trusting its outputs, you are trusting its creators ethics, awareness, and intentions. Leadership in this new world of storytelling understands the cost, and therefore asks the harder questions: Who does this tool serve? And who could it harm? To build ethical intelligence in storytelling and content creation, brand leaders should anchor their choices by asking three questions: 1. Empathy: Have we considered how technology impacts the communities it touches? Large language models still struggle to detect the cultural nuances that build audience trust. This often shows up in subtle ways, like failing to capitalize Black and Brown when referring to ethnic communities, a detail that carries deep significance. At my agency, for example, we refrain from using chief for executive roles or pipeline to describe processes, out of respect for Indigenous communities. Language evolves daily, and the nuance of storytelling cant be replaced by technology. The more we automate narratives, the greater the risk of eroding the human nuance that builds trust for audiences and consumers. Instead, we should look to culturally-attuned tools that are created or informed by the audiences you speak to, such as Aisha, an AI-powered guide informed by the Black experience. 2. Transparency: Are we being clear about how and why AI is shaping our stories? Consider recent headlines about Sora, OpenAIs AI app and video generator that puts deepfake capabilities into users hands. A product like this tells us that authenticity and source are no longer a barrier or concern. Ive witnessed these risks firsthand when my son created an AI-produced video of me getting my driver’s license (a milestone that never actually happened). Curious, I posted on my Instagram close friends list to see if anyone could spot the inauthenticity. No one did. Instead, my DMs were filled with congratulatory messages. While this example can be considered harmless, the broader consequences can be far more serious. In the wrong or ill-informed hands, AI-generated content can perpetuate inequity and racial stereotypes if left unchecked. Take the case of Liv, an AI-powered digital influencer. Marketed as a breakthrough in representation, Liv was created by an all-white male development team to personify a Black, queer woman. Lacking authentic oversight, the bot inevitably fell into harmful caricatures reminiscent of the Mammy stereotype from early American media. As scholar and author, Ruha Benjamin, observed in her book Race After Technology: Abolitionist Tools for the New Jim Code, Technology is not creating the problems. It is reflecting, amplifying, and often hiding preexisting forms of inequality and hierarchy. Liv became a case study in the urgent need for accountability and diverse perspectives in the development and deployment of AI-driven narratives. 3. Equity: Are we creating in ways that protect human dignity over data dominance? Its worth asking what this constant reliance on technology is doing to our minds. People are doing so much cognitive offloading of their thinking that its reducing their critical thinking skills in ways that dont bounce back, notes X. Eyeé, AI expert and CEO of the consultancy Malo Santo. As AI-generated content becomes more advanced, many leaders are using it to expedite proposals, campaigns, and creative productions. When it comes to data, the direction has been about volume. Yet some organizations are taking an opposing stance by embedding clauses into their contracts to restrict AI use. Not because they reject efficiency, but because they are signaling a pillar of their values that speed should never come at the expense of authenticity. In the future, transparency will be at the forefront of the most innovative companies. Where AI already plays a role in your workflows, be upfront about it with your team, clients, stakeholders, and audience. The next generation of brand leadership will be shaped by those who prioritize ethics and integrity in every decision about the way AI is used, and set a new standard for responsible innovation. Rakia Reynolds is a partner at Actum and founder/executive officer at Ski Blue Media,
Category:
E-Commerce
Sprinkles Cupcakes, the company known for its sweet treats and iconic cupcake ATMs, is no more. Candace Nelson, the company’s founder, ended 2025 by confirming that all Sprinkles locations were shutting down as of December 31. In a video shared to Instagram and TikTok, Nelson said, This isnt how I thought the story would go. I thought Sprinkles would keep going and be around forever. I thought it was going to be my legacy. Sprinkles has yet to make a formal announcement, but its Instagram profile appears to be gone and the store locator tab on its website now produces an error message. Fast Company reached out to the brand’s PR contact for additional details. Nelson started Sprinkles in 2005, but has held no stake in the company since selling it to private equity in 2012. KarpReilly LLC announced an investment in Sprinkles shortly after. That decision over a decade ago has led many social media users to question exactly how Nelson thought Sprinkles would live on and prosper under private equity ownership. While Nelson asked people to share their special Sprinkles memory or story with her, many of the comments under her post instead take a vehemently anti-private equity stanceand blame her for the demise. Below is just a sample of the types of comments Nelson has received: Selling to private equity was the beginning of the end. What did you expect? Private equity has literally NEVER made things better for customers only for board members’ and investors’ pockets. You sold it to PE and expected it to not close?? What planet are you living on? I dont begrudge you for selling as thats entirely your choice but to think any PE firm cares about a company in the slightest is insanity. Legacies cant be abandoned before theyre legacies. PE fingerprints on many retail bankruptcies In recent years, private equity deals have appeared to play a role in the dismantling of a number of legacy retail brands, including restaurants Red Lobster and TGI Fridays, and fabrics chain Joann Inc. Private equity firms have a reputation for stripping down companies parts and leaving them saddled with debt, sometimes leading to bankruptcy. Fast Company has reached out to KarpReilly for comment and will update this post if we hear back. Individuals in the comment sections also claim that Sprinkles employees were blindsided with only one day’s notice and no severance. In response to one such claim on Nelsons TikTok post, a purported former employee wrote, Some of us don’t have backup plans we loved sprinkles and planned to be here forever. Nelson responded to the above comment, Im so sorry this is heartbreaking.
Category:
E-Commerce
The year 2025 was scary good for investors.It was scary because the U.S. stock market plunged to several historic drops on worries about everything from President Donald Trump’s tariffs to interest rates to a possible bubble in artificial-intelligence technology. In the end, though, it was a good year for anyone with the stomach to stick through the swings.S&P 500 index funds, which sit at the heart of many savers’ 401(k) accounts, returned nearly 18% in 2025 and set a record high on Dec. 24. It was their third straight year of big returns.Here’s a look at some of the surprises that shaped financial markets along the way: Tariff tremors Trump dropped the biggest surprise on “Liberation Day” in April, when he announced a sweeping set of tariffs that were more severe than investors expected.It immediately triggered worries about a possible recession and spiking inflation. The S&P 500 plunged nearly 5% on April 3 for its worst day since the 2020 COVID crash. The very next day, it dropped 6% after China’s response raised fears of a tit-for-tat trade war.The tariffs’ impact went beyond the stock market. The value of the U.S. dollar fell, and fear even shook the U.S. Treasury market, which is seen as perhaps the safest in existence.Trump eventually put his tariffs on pause on April 9 after seeing the U.S. bond market get “queasy,” as he put it, which sent relief through Wall Street. Since then, Trump has negotiated agreements with countries to lower his proposed tariff rates on their imports, helping calm investors’ nerves.Wall Street motored higher through a remarkably calm summer thanks to euphoria around artificial-intelligence technology and strong profit reports from companies. The market also got a boost from three cuts to interest rates by the Federal Reserve.Trade worries can still cause havoc in markets, and Trump sent stocks spiraling as recently as October with threats of higher tariffs on China. Trump and the Fed Another surprise was how hard, and how personally, Trump lobbied to get the Federal Reserve to lower interest rates.The Fed has traditionally operated separately from the rest of Washington, making its decisions on interest rates without having to bend to political whims. Such independence, the thinking goes, gives it freedom to make unpopular moves that are necessary for the economy’s long-term health.Keeping interest rates high, for example, could slow the economy and frustrate politicians looking to please voters. But it could also be the medicine needed to get high inflation under control.As inflation stubbornly remained above the Fed’s 2% target, the central bank kept rates steady through August. This drew Trump’s ire even though it was his own trade policies that were driving fears about inflation higher.Trump continuously picked on Fed Chair Jerome Powell, even giving him the nickname “Too Late.” Their tense relationship reached a head in July when Trump, in front of cameras, accused Powell of mismanaging the costs of a renovation of the Fed’s headquarters. Powell, in turn, shook his head.Even though Wall Street loves lower rates, the personal attacks caused some queasiness in financial markets because of the possibility of a less independent Fed. Powell’s turn as Fed chair is set to expire in May, and the wide expectation is that Trump will choose a replacement more likely to cut rates. Good but not first “America first” didn’t extend to global markets. Even as U.S. stocks soared to another double-digit gain, many foreign markets fared even better.The technology frenzy that helped fuel gains for the S&P 500 and the Nasdaq composite drove Korea’s KOSPI higher in 2025, enjoying its biggest gain in more than two decades. South Korea is a technology hub and companies including Samsung and SK Hynix surged amid the focus on artificial intelligence investments and advancements.Japan’s Nikkei 225 had a double-digit gain for a third straight year. Besides the focus on AI and the technology sector, the gains were boosted in October and November following national elections and plans for a $135 billion stimulus package.European markets also had a strong year. Germany’s DAX got a boost as the government announced plans to ramp up spending on infrastructure and defense, which could fuel economic growth in Europe’s largest economy.The European Central Bank spent the first half of the year cutting interest rates, which helped give financial markets across Europe a boost. France’s CAC 40 was a laggard, but still gained more than 10%. Crypto’s ups and downs Even with a reputation for volatility, cryptocurrencies still managed to surprise market watchers.Bitcoin dropped along with most other assets early in the year as Trump’s trade policies scared investors away from riskier investments.The most widely used cryptocurrency roared back as the White House and Congress threw their support behind digital assets and the Trump family launched a number of crypto ventures. Retail investors joined in by pouring money into bitcoin ETFs, stock-like investments that allowed them to benefit from the run-up in price without having to actually store bitcoin in digital wallets. Some companies, notably Strategy Inc., made buying and holding crypto the crux of their business and their stocks jumped.Bitcoin hit a high around $125,000 in early October. But, almost as quickly, digital assets tanked as investors worried the prices for shining stars such as tech stocks and crypto had jumped too high. As of Wednesday afternoon, bitcoin traded around $87,700, down roughly 30% from the peak and 6% below where it started the year. What’s ahead? Many professional investors think more gains could be ahead in 2026.That’s because most expect the economy to plod ahead and avoid a recession. That should help U.S. companies grow their profits, which stock prices tend to track over the long term. For companies in the S&P 500, analysts are expecting earnings per share to rise 14.5% in 2026, according to FactSet. That would be an acceleration from the 12.1% growth estimated for 2025.But some of last year’s concerns will linger. Chief among them is the worry that all the investment in artificial-intelligence technology may not produce enough profits and productivity to make it worth it. That could keep the pressure on AI stocks like Nvidia and Broadcom, which were responsible for so much of the market’s gains last year.And it’s not just AI stocks that critics say are too pricey. Stocks across the market still look expensive after their prices climbed faster than profits.That has strategists at Vanguard estimating U.S. stocks may return only about 3.5% to 5.5% in annualized returns over the next 10 ears. Only twice in the last 10 years has the S&P 500 failed to meet that bar.At Bank of America, strategist Savita Subramanian says the S& P 500 could rise by less than half as much as profits do in 2026. She said that could be a result of companies reducing stock buybacks, as well as global central banks implementing fewer rate cuts.__Reporter Damian Troise contributed. Stan Choe, AP Business Writer
Category:
E-Commerce
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