Upgrading Non-Alcoholic Drinks to First Class
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Measuring AI Visibility in the Age of Generative Search
By Becky Johnson, Advertising Week Writer & Podcast Host For years, marketers have relied on familiar signals to understand whether their brands were being discovered online. Rankings, clicks, impressions, and traffic have formed the backbone of search measurement. Generative AI has disrupted that model. When answers are created instead of simply retrieved, marketers are left asking a new question: what…
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What AI Visibility Really Looks Like with Caroline Giegerich, VP of AI at IAB
AI is changing quickly, but as Caroline points out, marketers don’t have to navigate it alone. By bringing together expertise from across the advertising industry, the IAB is helping turn emerging questions around AI visibility, disclosure, and measurement into practical frameworks marketers can use today.
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The Playbook for Building an AI-Ready Decision Layer
Preparing for agentic AI doesn’t require replacing the entire martech stack. It starts with improving the quality, accessibility, and consistency of consumer intelligence within existing systems.
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AI Is Amazing. Your Ads About It Still Have to Be True.
The lesson: product demonstrations are a legitimate way to show off AI capabilities, but they must accurately depict what ordinary consumers will actually experience.
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Your Customers Already Told You
Matt also explains why the future isn’t more data—it’s knowing which data matters.
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The Agentic AI Judgment Cliff We Need To Price In
The market is about to flood with people who can do and starve for people who can direct.
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Total Marketing Meets AI for Welfare Design. Everyone Wins.
The original promise of marketing was to create value by better understanding people. In the age of AI, this promise can become more precise, more personalized, more effective, and capable of generating shared and tangible value.
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SEO Is Dead. Here’s How to Win the Zero-Click Consumer.
Search hasn’t disappeared. But the job of search marketing has fundamentally changed.
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Enough about LLMs. Operating Models Are the Future of AI-Native Marketing
It is not enough to add AI to existing workflows and expect better outcomes.
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Making Room to Think
AI as a tool versus agentic AI, looking at it like a Pixar movie, and embracing the culture shift that comes with it all.
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AI Optimization Can Scale the Wrong Strategy Faster Than Ever
The marketer’s job is to understand which signals still represent human intent, which signals reflect machine activity and which signals reveal how the brand is being interpreted in the market.
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AI Is Turning Brand Discovery Into a Recommendation Engine
In the AI era, visibility is no longer just about ranking in search. It is about whether your brand is credible enough to be surfaced in the answer.
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The Hidden Cost of AI at Scale — And What Marketers Need to Do About It
AI innovation doesn’t have to be a zero-sum game where capability comes at the expense of cost control.
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The Measurement Gap in a Zero-Click World
Performance marketing will not be defined by fewer signals, but by smarter interpretation of influence, including the moments we cannot yet directly see.
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Stop Bolting AI Onto Broken Marketing
Oz explains why AI is exposing the cracks in marketing instead of fixing them.
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Tiktok’s Agentic AI Era Is Here. But Are Advertisers Ready to Hand Over the Keys?
The future of media activation is undeniably moving toward greater automation and agent-led execution.
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AI Is Not the Strategy. Growth Is.
Chan shares new research on consumer trust and explains why the brands that put people first will have the advantage.
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The Most Important Thing About AI Is What It Tells Us We Value
I’m already seeing some of the least engaging advertising of my life out in the world because someone who doesn’t know better—or in some cases, should know better– thinks it looks “good enough”.
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Why AI and Google Discover Volatility Are Forcing Publishers to Rethink Growth
By Hugo Welkers, CEO, Refinery89 The classic list of blue links is an afterthought in Google’s new vision for search. In its most recent annual I/O conference, the tech giant made it clear that it is full steam ahead in creating a zero-click search environment. In addition to AI Mode becoming the default experience, users will soon be able to…
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How Agentic Advertising is Reshaping Audience Data Strategy
By Dharmesh Patel, Global Curation Strategy Lead at OnAudience As agentic AI systems take on more responsibility for campaign optimization and activation, advertisers are paying much closer attention to the quality of the data shaping those decisions. This shift arrives at a delicate time. Consumer behaviour is becoming harder to predict, particularly around seasonal peaks, major sporting events, and sudden…
