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“Christmas in July: How Retailers Win the AI Shelf” is careful, well-sourced work. Read closely, its own numbers argue against its own headline Profound published a report this month, “Christmas in July: How Retailers Win the AI Shelf,” on how retailers win what it calls the AI shelf. It

Consumer AI shopping still has a human in the loop. B2B procurement may already be past that point, and that changes what a displacement failure actually costs Nearly everything published about AI displacement, including our own research, has measured a world where a human still clicks confirm. That world is

brand.context v2.0 is live. Here is why it was revised, and what's actually changed in the market since April We published brand.context in April, a machine-readable standard for brands to declare purchase-decision evidence to AI systems. We're publishing version 2.0

The market is done with diagnostics. It wants the gap closed, and closing it requires knowing exactly what kind of gap it is The head of GEO at one of the world's largest beauty companies said it to us directly. His management is done with diagnostics. Another dashboard,

Introducing the Agentic Shelf, and why twenty-five years of “get found” strategy no longer determines who gets chosen Tim de Rosen and Paul Sheals ·  July 2026 For twenty-five years, digital marketing rested on one assumption nobody said out loud: the customer was the one who decided. Every technology

A Methodology for Quantifying the Financial Exposure Created by Systematic Brand Displacement in AI Recommendation Flows  ABSTRACT  This working paper introduces Revenue at Risk from AI Displacement (RaR-AID) as a formally defined category of enterprise financial exposure and presents a structured methodology for its calculation. As AI systems become

THE CUTTING EDGE AI Brand Strategy   ·   June 2026   ·   Tim de Rosen, CEO AIVO Cannes Lions 2026 is over. The panels have packed up. The rosé has been cleared. And the marketing industry has arrived at a broad consensus: AI search is real, AI recommendation matters, and brands that do not