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Every finding we've published so far assumes a person is still there. Someone opens a chat, asks a few questions, reads a recommendation, and either acts on it or doesn't. Even when a brand gets displaced at the third or fourth turn of that conversation, a

A summer thought experiment for executives who think they've already priced in AI Every framework in this Journal so far assumes something convenient. It assumes the agent doing the recommending has no interests of its own. It ranks. It weighs context. It survives or doesn't survive

Most of what gets published about AI brand visibility is vendor content wearing a research costume. This month, Harvard Business Review ran something different: a real study, credentialed authors, a methodology that holds up. It deserves a real response, not a dismissal. The research. John Gale, Luca Cian, and Luc

Luxury has spent a century teaching customers to read between the lines. A model built to answer questions plainly may be structurally unable to Take away the label and show a product against a blank, spacious background, more room than the object needs, nothing crowding it. To a human, that

Forrester's 2026 State of Business Buying report puts a number on something most vendors already suspected but couldn't prove. The typical B2B buying decision now involves 22 people: 13 internal stakeholders, nine external influencers. When the purchase includes genAI features, the buying group roughly doubles compared

A public fight between two well-funded measurement companies revealed the real problem. It isn't the number either of them is defending. The CEO of a $19 million company told a few thousand marketers that a $1 billion competitor had a data problem. Brian Stempeck, who runs Evertune,

Gen Alpha skipped the search box entirely. What replaced it may be the same gatekeeper problem, wearing a different interface A fourth grader in Colorado stands outside a Sephora, addressing a TikTok audience of strangers who've been debating whether she should be there at all. She walks the