Caliber Group, Inc.

04/24/2026

Gen Z distrusts AI-generated content. They also use AI more than any other generation.

Most Gen Z-ers hold negative views toward AI content. 39% view AI ads negatively, and half say they have unfollowed social media accounts that felt like "AI slop."

And yet, 74% of Gen Z has used an AI tool in the past month.

This contradictory behavior means that Gen Z can spot AI-generated content faster than any other generation, and they will turn away from brands for using AI. They can pick up on AI's tell-tale language patterns, visual styles, video movement, punctuation or tone in a heartbeat.

For brands targeting younger audiences, always exercise caution when using AI. Gen Z will notice if AI is behind a brand's content, and they aren't inclined to give out second chances.

04/08/2026

Shoutout to Arizona Basketball for a record-breaking season. 🐻⬇️ As a team made up of proud Wildcat supporters and several University of Arizona alumni, we've enjoyed watching these student-athletes represent Tucson on a national stage. Bear down!

Hell of a ride. Thank you Wildcat Nation.

04/02/2026

Welcome to Trend Tracker, your bi-weekly briefing on the shifts shaping modern marketing.

This week's download: Brands beware, because juries just handed down landmark verdicts that could reshape how we use social media forever.

📈 What happened: Last week, tech giants Meta and Google lost lawsuits in California and New Mexico claiming they were liable for building intentionally addictive platforms for young users.

💭 Why it matters for marketers: This is the first of more than 1,500 similar cases to go to trial, and repeated losses could force platforms to fundamentally change how they operate. Platform design changes, age restrictions and new regulatory guardrails could significantly impact views, targeting capabilities and ad inventory in the future.

💡 How to respond: Watch this litigation closely to see its domino effect, and be prepared to adapt your social media and your brand reputation strategy quickly. The platforms aren't going anywhere tomorrow, but the rules of the road are changing fast.

Read about the cases here: www.nytimes.com/2026/03/25/technology/social-media-trial-verdict.html

03/10/2026

Another great night at the American Advertising Federation Tucson ADDY Awards is on the books. 🥂 To everyone recognized: well deserved. Caliber was proud to sponsor the evening's Rising Star Student Award, a reflection of our longstanding commitment to championing the next generation of creative talent.

At Caliber, we're honored to work with clients and a team focused on impactful work grounded in audience insights, built on data-driven strategy and measured by business impact. Thank you to AAF Tucson for hosting a great event!

03/05/2026

Welcome to Trend Tracker, your bi-weekly briefing on the shifts shaping modern marketing.

This week's download: AI is reshaping the race for brand visibility, and the first page of search results is no longer the finish line.

📈 What's changing: When answering questions, generative AI tools are disregarding top search results in favor of Q&A threads, customer reviews and niche, expert-driven content.

💭 Why it matters: Traditional SEO is still important, but it’s not the whole picture. Brands that focus only on SEO, without GEO (generative engine optimization), are leaving opportunities on the table.

💡 How to respond: Being cited in AI outputs now depends on showing up where real people ask real questions. Provide third-party expertise and be an active participant in trusted online communities to boost your brand's visibility.

02/14/2026

Roses are red. Metrics are sweet. 💘

This Valentine’s Day, we’re celebrating what marketers really fall for: the thrill of our clients closing a deal, the satisfaction of metrics moving in the right direction and the joy of a unanimous vote in our client's favor.

Because in our world, nothing is more romantic than results that deliver.

02/12/2026

: The oldest Baby Boomers are turning 80 this year, and they're starting to spend less.

Born 1946-1964, this generation still controls the largest share of wealth in the U.S., but is reeling in spending as they age, retire and downsize. In 2026, Baby Boomers are more open than ever to embracing technology, but are seeking trustworthy brands that make their lives easier:

➡️ They want clarity over cleverness, with straightforward messaging, simple websites and transparent pricing.
➡️ They need brands to respect their time by offering reliable customer service with human support.
➡️ They don't want messaging that is aspirational or condescending. They want something real — promoting health and independence.

For marketers, brands that deliver direct, respectful communication and intuitive digital experiences will earn the loyalty of this generation.

01/30/2026

Meta is changing the social media scorecard from "reach" to "views." Primary performance metrics have shifted from how many people had your content in their feed to how many people stopped to spend time on your content.

For marketers, this redefines how the algorithm measures success. Content that generates a quick spike in attention but fails to hold interest will be deprioritized. Reshares are no longer a guaranteed path to visibility. In 2026, brands that create content tailored to their niche audience will outperform those chasing impressions at a large scale.

01/01/2026

Cheers to 2026 and a New Year focused on clear results. As we step into the year ahead, we’re focused on smart and innovative strategy, clear objectives and measurable outcomes. Thank you to our clients and partners for trusting us to build the right teams that deliver results.

12/25/2025

Happy holidays from the Caliber Group! 🎄❄️ Wishing you a joyful holiday season and a strong start to the year ahead.

The Caliber team recently gathered at Culinary Dropout for our holiday party, complete with a Secret Santa exchange and a well-earned chance to enjoy each other’s company. As the year winds down, we’re grateful for the opportunity to celebrate and reflect on our team's successes in 2025!