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Being a household name will not save you from a procurement agent

Being a household name will not save you from a procurement agent

Enterprise procurement is changing faster than most Fortune 500 companies have registered. The sophisticated buyers who used to rely on brand reputation, relationship history, and category familiarity to build their shortlists are deploying AI agents to do that work. Those agents do not have brand loyalty. They do not recognise

Stop Demolishing the Block. The AI Legibility Fix Is Smaller Than You Think.

Stop Demolishing the Block. The AI Legibility Fix Is Smaller Than You Think.

Every AI readiness programme in the market is scoped as if the entire building needs to come down. The data says otherwise. The problem is concentrated, the fix is surgical, and the brands that understand this will outperform the ones running full transformations. There is a pattern emerging in how

Memorial Day Musings

Memorial Day Musings

Something is shifting in how CEOs are thinking about AI and commerce. Not the AI productivity conversation. Not the chatbot conversation. Something quieter and more consequential. In the last few weeks I have heard the same instinct from founders and executives across different categories and geographies. The sense that the

The Platform Trap, Again

The Platform Trap, Again

Reddit accounts for 46.7% of Perplexity's commercial query citations. Most brands have no idea what that means for their AI positioning. Tim de Rosen | CEO, AIVO, Inc. | May 2026 In 2014, Facebook changed its algorithm. Organic reach for brand pages collapsed from around 16% to under 2%

Google updated its spam policy yesterday. Every SEO newsletter in your inbox covered it.

Google updated its spam policy yesterday. Every SEO newsletter in your inbox covered it.

Here's what none of them told you. The update covers Google Search. AI Overviews. AI Mode. One ecosystem, one policy, one surface. ChatGPT. Perplexity. Copilot. Gemini standalone. Claude. No equivalent policy exists on any of them. No enforcement mechanism. No guidance. No rules. Which means the brands celebrating

ChatGPT started serving ads

ChatGPT started serving ads

Most of the coverage has focused on what that means for OpenAI's revenue model. That's the wrong question. The right questions are: When a consumer asks ChatGPT which product to buy — and a sponsored placement appears alongside the answer — does the consumer know the difference between

We've named the category

We've named the category

Agentic Brand Control. For two years, the AI marketing conversation has been dominated by one question: does my brand appear in AI outputs? That's the wrong question. The right question is: does my brand survive to the recommendation? These are not the same thing. Our initial testing cohort