With the New England Patriots set to face off two Sundays from now against the Seattle Seahawks, marketers have one of their biggest opportunities to engage the largest U.S audiences of the year— including through channels beyond the TV.
With nearly 70% of consumers using a second screen to scroll during the Super Bowl, a survey of marketers conducted by Typeface found brands are focused on creating content around cultural moments and viral trends to strengthen brand relevance (the main goal for 44%), sell products in the moment (32%) and drive awareness among people who are multi-tasking on a second screen (24%).
However, more than one-third of marketers at brands hoping to drive awareness among people who are multi-tasking during events say their brand often misses opportunities due to slow or outdated content review processes, according to Typeface’s Signal Report: Big Game Edition.
Ing: Time to Adopt
Jason Ing, CMO of Typeface states that most brands aren’t slow because they lack ideas, they’re slow because their systems and approval models were built for a different era.
“When expectations shift to real-time, teams hesitate not out of fear of moving fast, but out of concern for getting it right,” said Ing in a statement. “The brands that succeed are the ones that remove friction, build trust into their workflows, and give teams the confidence to act when the moment matters.”
Capitalizing on Viral Moment
While nearly every brand wants its “viral moment,” many lack the operational readiness to act when it arrives. Two-thirds (67%) of marketers say outdated review and approval processes cause their brand to miss key cultural moments, with the impact most acute at large organizations. Among companies with more than 1,000 employees, 71% need more than a day to approve real-time content, and 27% need more than a week— likely long after the moment has passed.
Key findings from the research include:
- Outdated processes block action: Overall, 67% of marketers say review and approval processes regularly cause missed moments.
- Personalization still falls short: 43% of marketers are still manually creating different variations, while 17% limit personalization due to time or resource constraints.
- AI frees marketers to focus on strategy: 68% say AI gives them more time for strategic and creative work, signaling where teams see the most potential.
Impact of AI
The research also highlights a significant opportunity: brands that invest in connected systems, automated brand safeguards, and trusted workflows are far better positioned to move quickly without sacrificing creativity, quality, or control — especially as teams rethink how tools, approvals, and brand standards work together.
Those using an AI marketing platform that can create multimodal content are 92% more likely to automate personalization and localization than those using point video or image solutions. And while 87% say AI speeds content creation, 55% are still relying on chatbots to help them with written content only, instead of multimodal content generation tools or AI-powered marketing systems.
Despite challenges, marketers see growing potential to improve how teams respond to cultural moments as systems, processes, and trust evolve.
“AI can help teams move faster, but its real value is helping marketers act with confidence — staying creative and on-brand even in high-visibility moments,” Ing said.
