Summarize the below article. "The COVID-19 pandemic has significantly impacted modern society, forcing businesses to adapt and adapt to their new reality. Authenticity is crucial for survival, as 63% of the workforce has been affected by job cuts, layoffs, strikes, price hikes, and inflation. To grow a company, businesses must understand what matters most to customers and provide authenticity and value. Influencer marketing has boomed, with 83% of firms shifting a portion of their budget to influencer marketing initiatives. Re-Routing retail has also emerged, with curbside pickup and BOPIS services becoming more popular. Businesses must incorporate robust digital strategies to capture customers who are no longer exposed to in-store marketing. E-commerce is also booming, with many consumers opting for online shopping and limiting time spent in retail stores. Ensuring a positive experience throughout the sales/marketing funnel is key to maximizing sales. Marketers must be proactive and reactive in the face of the unpredictable environment. With news consumption and social media feedback at an all-time high, consumers want businesses to speak their language and communicate their values. The emergence of AI and the need for genuine connections with customers are essential for success in the information age".