When 90% of marketers use AI, it's tempting to assume we're witnessing the emergence of a massive competitive advantage. But when nearly everyone has access to the same tools, something interesting happens. The advantage shifts.

Google Just Changed the Rules on Paid Search. Here's What That Actually Means. Search advertising has operated on the same basic premise for two decades: you write the copy, set the bids, and control the message. Google announced last week that era is ending. At Google Marketing Live, the company unveiled two new ad formats for AI Mode—Conversational Discovery and Highlighted [...]

For the last two years, perhaps marketers have been asking the same question: “How do we optimize for AI search?"   Google just answered that question with unusual clarity. It is editorial. In its new guide on optimizing for generative AI features, Google repeatedly emphasizes something that should make every content marketer slightly uncomfortable: Non-commodity content. For years, SEO rewarded scale. [...]