Notes from the Field

Google is managing two competing priorities: its $200bn ad model and winning the AI search race. That tension has real consequences for how advertisers should be thinking about media strategy.

Search traffic is declining and adding more channels won't fix it. Here's the framework enterprise brands need to adapt.

The traditional broadcast model built familiarity, but trust now lives in communities, creator networks and AI answer engines. Here is what brands need to do differently.

Reddit is one of the most cited sources in AI search, but it works nothing like any platform brands know. Here's how to listen, navigate, and turn community intelligence into a real competitive advantage.

Targeting the wrong signals means lost revenue. Here's what most travel and hospitality brands are missing and how to fix it.

AI engines don't rely on single channels or pages. They pull from reviews, forums, UGC, and expert content across the entire digital ecosystem. Brands that understand and optimize these signals will dominate. Those stuck on legacy channel strategies risk becoming invisible.