In a rapidly shifting AI landscape, with new innovations and new concerns arising daily, Americans have high expectations for how companies use AI. According to new research out of Zeno’s AI Change Center, more than four in five U.S. adults (82%) say it is important that businesses demonstrate responsible AI practices and safeguards, including 55% who say it is very important. At the same time, 51% agree that responsible AI practices are not keeping pace with the speed at which businesses are adopting the technology.

Zeno Group today launched Collab by ZDX, a new global creator marketing offering from the firm’s Digital Experience team (ZDX). Collab is designed to eliminate the tradeoffs brands face between speed, relevance, reputation, and performance as creators play an increasingly influential role across culture and commerce.

New Zeno Group research among senior marketing leaders in Singapore, Malaysia, Australia, and India reveals a disconnect between how business growth is created and how companies manage it. Reputation, stakeholder response, and how companies are interpreted by people and machines increasingly shape growth alongside traditional marketing, challenging long-standing boundaries between marketing and communications.

After several turbulent years – bold commitments followed by political polarization, economic pressure and corporate caution – companies are resetting their approach to sustainability. The work hasn’t stopped. But the focus is sharpening around reclaiming sustainability as a driver of business value.

Maybe we are all innovators. 

My grandfather was an engineer, but an inventor at heart. He created a lipstick holder that pushed the lipstick up as the cover opened, invented a threadless button, and helped develop oil-fired central heating while working directly for Lord Nuffield, founder of Morris Motors in Oxford, England. 

Responsible business is returning to what it was always meant to be: intentional, strategically aligned and built for impact. In Zeno's latest State of Purpose POV, we explore how leading companies are doubling down on the issues that matter most to their business and where they can make the greatest impact – and how that approach builds trust, resilience and long-term business value.