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Inside GM’s AI pitch to consumers.
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Morning Brew promotes its daily newsletter, highlighting topics such as Rao's ad campaign and AI technology in vehicles. The newsletter discusses how tech companies, including GM, are marketing AI tools to give busy parents more time. Morning Brew presents these stories in its Thursday edition.
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596 words · about 3 min to read
November 12, 2026
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It’s Thursday. Rao’s is going all in on mortality in its latest ad campaign, led by a short film titled “Limited Time Only.” The concept centers on the finite number of meals you have left to share with loved ones, if you need something to make you feel existential today.
In today’s edition:
Star signs ⭐
From she to we 💄
Running up that hill 🎙️
—Jordyn Grzelewski, Kristina Monllos
AI
‘Every step of the way’
A photo collage of children sitting in back seat of car during family trip while their father is at the wheel, an AI spark and binary code hovers above the dashboard
Morning Brew Inc, Photo: Adobe Stock
Working parents don’t have enough time for hobbies, a social life, or exercise, because, well, they’re busy juggling project deadlines, dinner prep, kids’ extracurriculars, and approximately 1 million other balls.
Tech companies have noted this and marketed AI tools accordingly, promising to give harried parents the most precious commodity: more time.
This was one of the themes of GM’s second annual tech showcase in New York in October, where execs sketched a vision for the future of transportation in which people use their cars as spaces to catch up on work, talk to their kids, and relax while the vehicle handles the drive and a host of other tasks, aided by a personalized AI assistant.
“Our customers are counting on us,” CEO Mary Barra said. “Right now, somewhere across the country, a father is starting his day. He’s in one of our vehicles, and he depends on us to drop his daughter at kindergarten, to run errands, to get to work. We’re with him every step of the way. And we’ll be there when that car actually drives itself through that morning routine.”
GM’s pitch went beyond the example of busy parents with the promise to bring AI-enabled conveniences to the masses. These technologies will roll out on luxury models like the Cadillac Escalade IQ and Lyriq, but will soon expand across GM’s best-selling trucks and SUVs.
“The busy working parent is especially relatable because families are an important part of the customers GM serves, and our vehicles are often central to the daily routines that keep families moving,” Michael Wahlstrom, executive director of vehicle product management at GM, told us via email. “But the opportunity extends beyond parents.”
For more on GM’s pitch to consumers and how it factors into its broader subscription marketing strategy, continue reading here.—JG
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