Ikea's CMO: LLMs widen the brand to every word written about it

Ikea Retail global CMO Vincenzo Riili tells Digiday that large language models blur ads and annual reports, so "the brand itself still has to come from the company," and People Inc.'s Jon Roberts adds that publishing has moved into a "brand era" where "the business is not the website." Seen in: Digiday. Published: 14 Oct 2026, 06:01 CEST.