Most conversations about marketing performance circle around the same things. Strategy. Budget. Technology. Attribution. Talent. Sometimes process gets dragged in too. But every now and then, you speak to someone who quietly reframes the whole conversation. Someone who makes you realise that the thing sitting underneath performance – the thing shaping resilience, creativity, and ultimately […]
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Microsoft has introduced a valuable new feature that enables SEOs and webmasters to track how their websites are cited across AI platforms. While currently focused on Copilot and its partner systems, this proprietary data offers a more robust alternative to third-party tools for gaining insights. Although different LLMs operate in various ways, the insights provided […]
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Andrej Karpathy (a founding member of OpenAI and later Director of AI at Tesla) frames the rise of documentation standards as part of a deeper transition into the Software 3.0 era. While Jeremy Howard (founder of fast.ai and Answer.AI) introduced the actual specification, Karpathy supplied much of the philosophical framing behind why these structures matter, […]
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Outsourcing the creation of a Request for Proposal (RFP) to an AI might seem like a brilliant productivity hack, or a great way to keep the RFP modern, given all the new acronyms and intricacies of search and AI. AI can generate professional-sounding jargon and structured tables in seconds, however, for what is a high-stakes […]
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Google uses several hidden systems to decide which websites appear at the top of your search results. For a long time, people thought Google only looked at the words on a page or the links pointing to it. However, the recent US Department of Justice legal case and some leaked internal documents have proved that […]
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Most CMOs looking at their analytics today will come to the same conclusion: AI isn’t driving enough traffic to matter. At a surface level, that seems rational. Why shift budget or strategy toward a channel that barely shows up in your reporting? The problem is, you’re measuring the wrong thing. AI-driven search is already shaping […]
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The traditional holiday brochure is rapidly being replaced by the streaming queue as the primary source of travel inspiration for the modern tourist. This phenomenon, often termed the “Cinema Effect” or “set-jetting,” has moved beyond a simple curiosity to become a central pillar of the United Kingdom’s tourism economy. As we look towards the major […]
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Search is changing as machine intelligence becomes a more integrated part of daily results. While traditional SEO was designed for a world of blue links and keywords, modern search is increasingly shaped by Large Language Models. These systems, such as ChatGPT, Claude, Perplexity, and Gemini, are shifting how users find information across various surfaces. If […]
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There’s a particular kind of stuck CMOs face that’s hard to diagnose because on the surface everything still looks fine. Campaigns are running. The dashboard’s green. ROAS is holding steady – maybe even nudging up a little. And yet, quarter after quarter, growth just… doesn’t come. It can happen slowly enough that you don’t really […]
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How visible is your brand in AI search? If you’re not showing up in responses to relevant queries, the problem probably isn’t poor content (although it doesn’t help). Instead, the various AI systems might not have a clear enough handle on your brand. That’s not a ranking problem. It’s an entity problem – and it […]
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In the current AI landscape, there is a persistent narrative that Reddit has become the primary source for Large Language Models. The logic seems sound because Reddit is a goldmine of human-centric Q&A and niche expertise. However, the reality of how AI uses this data is far more nuanced. Reddit is not necessarily taking over […]
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Most travel marketers are still optimising for a world that no longer exists. They’re chasing clicks, harvesting demand through performance channels, and treating brand investment as a cost rather than an engine. But Matthew Gardiner, fractional marketing leader and growth partner to travel brands and destinations, says it’s time the industry had a radical rethink […]
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