News in brief: Channel 4 to Simplify Ad Buying Platform; Guardian Media Group Partners with OpenAI; TikTok Shop's US Sales Increased 153% in January

Channel 4 to Simplify Ad Buying Platform 

This year, Channel 4 will be simplifying its ad buying platform and exploring ways in which AI can support its brands in the ad production chain, with the goal of attracting more advertisers from small and medium businesses. Barry John, head of operations at Channel 4 Sales, told The Media Leader, that the relaunching of its streaming proposition was about “simplifying how you buy TV.” He added: “What we don’t want to replicate is some of the legacy complexity in buying our linear products.” Following the introduction of these changes for advertisers in 2025, the broadcaster is also planning to refresh its streaming platform in 2026 to offer an improved user experience. 

Guardian Media Group Partners with OpenAI

The Guardian Media Group has struck a strategic partnership with OpenAI. It joins the long list of publishers/publisher groups to partner with the AI behemoth. The deal will bring the group’s journalism to OpenAI’s global users: its reporting and archive journalism will be available as a news source within ChatGPT. Attributed short summaries and article extracts from content owned by the group will also be published. Meanwhile, the Guardian will roll out ChatGPT Enterprise, with the aim of developing new products, features, and tools. 

TikTok Shop's US Sales Increased 153% in January

TikTok Shop’s US sales increased by 153% in January, according to a research note from BSM's Joe Hung, published by Bloomberg. Rivals Shein and Temu lagged far behind, achieving growth of 26% and 28%, respectively. All three apps face challenges up ahead, however. TikTok's is most significant, with its future in the US still hanging by a thread; meanwhile, Shein and Temu have found themselves affected by Trump scrapping a duty exception which their cheap parcels benefitted from.