ChatGPT has no clear brand leader in most categories
Semrush found only 15% of ChatGPT categories have a consistent brand leader, underscoring how difficult AI visibility is to sustain.
Search Advertising
Your best practices may already be outdated
AI is reshaping the assumptions behind decades of marketing strategy, making some familiar playbooks less reliable.
Don’t confuse ad spend with marketing performance
More budget doesn't guarantee better results. The strongest campaigns prove they work before they scale.
Marketing artificial intelligence (AI)
OpenAI tests multi-advertiser ad placements in ChatGPT
OpenAI is testing multi-advertiser placements in ChatGPT while adding new targeting and campaign tools that expand its ad platform.
Stop treating search and video as separate teams
The strongest campaigns connect creative, media, search, and measurement into a single demand generation strategy.
Why ‘it’s just SEO’ could cost the industry billions
Treating generative search as business as usual risks shrinking the very market search marketers should be expanding.
Can marketers navigate AI search’s trust cliff?
New research reveals a growing gap between how often people use AI search and how much they trust it.
Google adds AI shopping insights to Merchant Center
Google is giving retailers new AI visibility metrics in Merchant Center, offering a closer look at how products surface in conversational shopping results.
IAB Tech Lab tackles the growing AI bot problem
New guidance from IAB Tech Lab aims to help publishers and content owners decide how to manage AI crawlers, bots, and other non-human traffic.
The AI search shift changing B2B marketing metrics
Website traffic is losing ground as the primary success metric while AI visibility and lead quality take center stage.
Dell: Agents drive more ecommerce traffic, but conversions lag
Dell sees rising traffic from AI platforms, but the impact remains inconsistent as search continues to drive most ecommerce performance.
Why AI personalization comes with strict limits
Consumers are more willing to trade data for better recommendations, but they are very clear about what the red lines are.
Will AI end SEO?
From prompt engineering to data quality, SEO still depends on human input — even with AI's expanding capabilities.
Marketing artificial intelligence (AI)
IAB proposes new payment rules for AI content access
The IAB Tech Lab’s new protocol aims to create payment rails for AI systems using publisher content, potentially reshaping how information is valued online.
Revive old content to win in AI search
AEO traction may be hiding in your archive — here’s how to reformat evergreen content so AI models can quote, lift and surface it.
Airbnb says AI chatbot traffic converts better than Google
Early signals from Airbnb suggest visitors arriving via AI assistants are more likely to book, hinting at a major shift in how high intent traffic is discovered and measured.
Marketing artificial intelligence (AI)
OpenAI and Google reveal competing visions for AI ads
As AI becomes the front door to discovery, Google and OpenAI are taking very different paths to embed advertising into the experience.
For ChatGPT ads, behavior matters more than targeting
ChatGPT ads mark a shift from keyword intent to behavioral understanding, changing how relevance, creative and measurement work.
Google searches per U.S. user down nearly 20%
Data signals a tougher discovery era as AI cuts repeat searches, concentrates traffic, and leaves publishers with fewer opportunities.
Are ChatGPT ads worth NFL-level money?
OpenAI thinks ads in conversations are more valuable than clicks, but marketers have big questions about data, attribution and whether the price is worth it.