Artificial Intelligence (AI)

In marketing, AI shows up in three places: how customers search (AI assistants and AI OverviewsAI OverviewsAI Overviews are Google), how platforms optimize (ad bidding, audience targeting), and how teams work (content production, analysis, automation).

For business owners the strategic question is not whether to use AI, but where it changes buyer behavior. The largest shift is in discovery: a growing share of research happens inside AI tools that cite a small set of trusted sources. Brands that structure their content for machines as well as humans capture that traffic; brands that do not become invisible.