AI & Search
How AI changes search, ranking, and visibility.
AI Engines Agree on the Top Brand in Fewer Than 1.5% of Queries
Brands accustomed to asking where they rank on Google are encountering a much messier question in AI search: which answer engine thinks they are the best option? A new company benc...
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OpenAI Launches GPT-6 Astra — Its First Model Rated “Critical” for Cyber Capability
OpenAI has launched GPT-6 Astra, its newest frontier model and the first system the company has formally classified at the “Critical” level for cybersecurity capability. The design...
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John Lewis Is Launching a YouTube Show for AI Search Visibility — GEO Is Moving Beyond Websites
Generative engine optimization is beginning to move beyond the website. John Lewis is preparing to launch a YouTube vodcast that is designed not only to entertain shoppers and stre...
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AI Search Is Creating a New Visibility Gap Between Rankings and Recommendations
For two decades, search visibility had a familiar geometry. A brand could move from position eight to position three, measure the resulting impressions and clicks, and understand r...
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Do Elon Musk Images Really Boost Reach on X? A Look at @achille610’s Recent Posts
Does putting Elon Musk in an image make an X post travel further? It is an appealing hypothesis, particularly for accounts publishing technology, Tesla and AI content, but the avai...
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Similar SEO Performance, Very Different AI Visibility: What 366,000 Impressions Suggest
For most of SEO’s history, two pages with almost the same Google impressions and almost the same average position would be described as having broadly similar search visibility. Go...
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AI Citations Are Becoming the New Backlinks — But We Still Don’t Know How to Measure Them
AI Citations Are Becoming the New Backlinks — But We Still Don’t Know How to Measure Them For two decades, backlinks gave SEO teams a relatively understandable signal of online aut...
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AI Search Has a Measurement Problem: Traffic Alone Can’t Tell You If You’re Visible
Search marketing has spent decades training us to look for the click. A page appears in Google, a user clicks it, analytics records the visit and, if everything works, that session...
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Some Websites May Not Need a Separate GEO Strategy
Google's John Mueller has pushed back on the idea that every website suddenly needs a separate GEO strategy just because AI search is growing. His argument is...
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AI Shopping Is Growing Fast. Organic Search Still Sends More Traffic.
AI shopping is growing quickly, but it hasn't replaced traditional search. Shopify's Q2 2026 commerce data shows AI-referred sessions increased 197% year over...
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AI Crawlers Are Not Reading the Same Web
When we talk about AI systems “reading the web,” it is easy to imagine ChatGPT, Claude, Perplexity and other systems exploring roughly the same info...
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