Making Sense of AI in Marketing
Here you’ll find everything we’ve ever said about AI. (Well, at least the important stuff.) We’re sorting through the useful applications, the changing search landscape, and the claims getting a little ahead of themselves.
Consider this your place to make sense of it all.
AI can help teams move faster. It can also make every brand sound like it was trained on the same pile of LinkedIn posts.
When speed becomes the goal, strategy and originality tend to get squeezed out. The result is a sea of sameness: content that is technically fine, but instantly forgettable and increasingly difficult for people or AI search platforms to distinguish from everything around it. AI slop, if we’re being honest.
We’re interested in using the technology with more intention. Explore our thinking on where AI earns its keep (and how AI search fits into the puzzle).
AI has made the customer journey’s existing messiness harder to ignore.
People have always jumped between channels, revisited decisions, and skipped steps. Now they can ask a question, size up their options, and show up on your website already halfway to choosing.
See how AI is changing when and where customers make decisions.
By the time people reach your site, they likely already know the basics. See how our panel of marketing and digital leaders thinks your website can become the proof point that backs up what AI answers, ads, social posts, and other people have already told them.
AI search is a bit of a gossip. It hears your side from your website, then turns to reviews, directories, articles, rankings, social profiles, and community discussions to see whether the story holds up. Learn how to build a stronger presence across the sources influencing what AI says about your brand.
There’s a useful place for AI in the process once you’ve given it something of yours to work with. It can flag repetition, help organize your thoughts, and catch the mechanics you missed while getting those thoughts down. See how we approach it (with a lot more credit for the messy first draft).
Generative AI can speed up coding, testing, and troubleshooting when the assignment fits. Our developers share how they use it in practice and why knowing when to step in matters just as much as knowing what to hand off.
There’s a lot to figure out between what AI can do and what it can do for you.
Bring us your questions about putting AI to work or showing up in AI search. We’ll show you what's possible (sans special effects).