What does local marketing look like after the pandemic — and is AI helping or hurting businesses? In this episode of The Art of Franchise Marketing, Erin Martin talks with Gordon Borrell, CEO of Borrell Associates, about how local advertising is changing.

Gordon shares research showing that since 2020, markets have 20% more businesses competing for the same customers, with nearly 80% of marketing budgets now going to digital channels like search and streaming video. But bigger budgets aren’t always delivering better results, leading many franchisees back to grassroots strategies that build real brand awareness.

They also discuss AI’s growing role in marketing, with Gordon warning that AI tools can give biased or inaccurate recommendations. His advice: use AI as a helpful assistant, not a trusted expert.