Practical insights from the front lines of AI-driven marketing. No fluff.
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.
Google is testing a direct pathway from desktop AI Overviews into AI Mode, accelerating a shift that started on mobile in January 2026. For brands investing in search visibility, this changes where users go - and how far from a traditional results page they travel.
Early data testing 300 prompts across LLMs suggests that query type - branded, soft-branded, or non-branded - significantly shapes whether and how your brand appears in AI-generated responses. Understanding this pattern is now a core part of any serious AI visibility strategy.
Reddit has quietly become one of the most cited sources in AI-generated search results, making community presence a genuine visibility tactic rather than a social media afterthought. Brands that understand how to show up authentically in Reddit discussions are earning citations from ChatGPT, Perplexity, and Google AI Overviews that traditional SEO cannot reliably produce.
Descript, a 200-person video editing company, is outperforming Adobe in AI search citations - and the reason has nothing to do with budget. The Descript case study exposes a structural shift in how AI systems decide which brands to recommend.