B2B buyers form their vendor shortlist before research begins — and emotional connection, not features, is what earns a spot on it. Research shows personal value carries twice the weight of ROI in final purchasing decisions. Now AI is making the influence window even narrower.
AI has changed how brands get discovered — but most marketing and communications teams are still measuring the wrong things. This post introduces the shift from SEO to GEO (Generative Engine Optimization), explains what citation share, sentiment alignment, and narrative dominance actually mean in practice, and provides a practical framework for evaluating the tools — from Am I On AI? to Profound — that can help you measure and improve your brand’s visibility in AI-powered search.
To succeed in AI-powered search, brands must foster trust with both consumers and AI algorithms by providing credible, structured signals through schema markup, consistent brand information, and earning quality media mentions. Building an effective AI trust architecture, grounded in E-E-A-T principles, positions organizations for greater visibility and lasting authority as trust standards in search evolve.
Artificial intelligence is transforming brand visibility by shifting the economics of attention. As consumers increasingly turn to AI-enabled searches (either through Google AI Overviews or ChatGPT, Perplexity, etc), brands must refine content strategies and evolve measurement approaches in order to be seen.
Tariff increases are driving demand for secondhand apparel, with Gen Z and Millennials leading the trend toward resale. The value-driven younger generations are shopping secondhand due to economic pressures and sustainability concerns, influencing how brands strategize. As the resale market grows, brands must adapt to thrive amid changing consumer preferences.
By leaning into vulnerability, brands can create authentic messages that resonate with consumers and break through the clutter.
Viewership of the NCAA Women’s Championship game between Iowa and South Carolina exceeded the Men’s final and many other notable events. Brands are beginning to capitalize on the surging popularity of Women’s sports through NIL sponsorships.
The NCAA Women’s Tournament is living up to the hype. Superstars Caitlin Clark, Angel Reese, Flau’jae Johnson, JuJu Watkins and Paige Bueckers are leading women’s basketball into the future.
Women’s sports are gaining immense popularity, with record-breaking attendance and viewership. However, female athletes still face significant disparities in salaries and endorsements compared to their male counterparts. Brands are now capitalizing on the rising star power of emerging female athletes through lucrative NIL deals, indicating a promising shift in the landscape of women’s sports.
In a post-pandemic world, personal interactions are more important than ever. This is important for how brands engage with consumers, but also how insights professionals inform their audiences.
