News

Search no longer works by the old rules: more than half of search queries now include AI Overviews. Does this sound like a challenge? Or perhaps an opportunity for growth? To win, brands must understand the new reality and adapt to change. So, how is AI‑powered search reshaping the way Ukrainians behave and make choices? Is this the end of the SEO era? What should brands do to appear in AI‑generated search results? And how should marketing strategies evolve to succeed in the AI‑driven reality? Find answers in the article by Maryna Navrotska, Head of Product Marketing at Performics Ukraine.

Today we’re spotlighting year‑end insights from top creatives — featuring Serhii Biloshytskyi, Creative Director at Saatchi & Saatchi Ukraine.

Key strategies and digital habits of Generation Alpha — from TikTok to AI and gamification. These insights were shared by Maria Prus, Senior Strategic Researcher at Publicis Groupe Ukraine, on MMR, and we’ve adapted the material for SPEKA readers.

Groupe brings its past to life with AI and innovation, to celebrate its first century and set a course for the next

As of 2025 estimates, Generation Alpha already numbers over 2 billion worldwide and more than 4 million in Ukraine. Soon, they will become active drivers of the economy. We decided to study their behavior right away. In the latest wave of our annual RACE panel research in 2025, we additionally surveyed an audience aged 12–15. This helped us understand who these young people are, and now we can share these insights with businesses to shape their future strategies.

Every 15–20 years, a new generation emerges — a group of people united not only by their birth years but also by the environment in which they were shaped and raised. These conditions define their values, behaviors, and expectations of the world and brands.

Today, every business recognizes the importance of working with data. But how do you navigate the sea of numbers to find the ones that truly matter for making well-informed decisions? Daria Malikhatko, Director of Data Science at Publicis Groupe, shares practical tips on turning data into a powerful tool.

In this star-studded showdown, Vitaliy proved that with a contract, subscribers always come out ahead. Team Kozlovsky brought together Vodafone, Leo Burnett Ukraine, and Limelite.

Creative Director at Saatchi & Saatchi Ukraine, shared how to turn overtime into enjoyment, overcome burnout, and why the creative industry is similar to sports.