Practical insights from the front lines of AI-driven marketing. No fluff.
Google has updated the Performance Max channel performance report to show spend over time per channel, giving advertisers a clearer view of where budget is actually going. This is a meaningful shift for anyone trying to manage PMax with more precision.
AI search engines don't reward rankings - they reward answers. Closing the content gaps that matter to AI means starting from the prompts people are actually typing into ChatGPT, Perplexity, and Google AI Overviews.
Traditional rank tracking tells you nothing about whether your brand appears in AI-generated answers. Building a repeatable workflow to monitor AI visibility requires a fundamentally different approach to how you define, measure, and respond to search performance.
A New York Times-commissioned study has found notable holes in both the grounding and accuracy of Google AI Overviews. For brands investing in GEO and AI visibility, this changes the risk calculus significantly.
Travel is one of the most competitive verticals in AI search, where generic destination guides are becoming invisible and human-first narratives are getting cited. Understanding why AI systems favour certain travel content is now a core marketing concern, not just an SEO one.
Google's CEO has stated that informational queries will become agentic - with search itself acting as an agent manager coordinating AI tasks on a user's behalf. For brands, this changes the question from 'how do we rank?' to 'how do we get selected by an agent acting for someone else?'
AI search tools are already answering questions about your brand, whether you know what they're saying or not. Understanding your current AI visibility baseline is the first step to doing anything meaningful about it.