America’s Test Kitchen and Boathouse will utilize data and tech to optimize the brand together. They will look to test new audiences across platforms including Reddit and TikTok, bringing ATK to more foodie audiences.

Marketers have a missed opportunity around what John Connors, founder and president of Boathouse, calls performance artificial intelligence (AI). It's a focus that brands and agencies are missing out on. Generative gets all the attention, the shiny object, but "it's just a fancy bar trick."