Profound brings AI search ads into focus: New visibility and relevance metrics could help marketers size up rivals as AI search remains tough to measure.

Retail brands are discovering that securing visibility in AI-generated responses is just the first step in a far more complex challenge. According to new research from Bluefish tracking nearly 200 brands across nine verticals, the brands appearing most frequently in AI answers are often not the ones being described most favorably, a fundamental shift from traditional search marketing.

AI bypasses search: Nearly 1 in 5 consumers have bought from an AI recommendation without searching first, according to exclusive Fractl data.

Dermatologist backing and retailer reach may matter more than ad budgets.

AI is adding a new layer to brand discovery before buyers reach a website. As citations and synthesized answers gain importance, marketers face pressure to invest despite shaky measurement and evolving best practices.

AI search ads are racing ahead: Spending is set to exceed $101 billion by 2030, even as marketers grapple with sparse performance data.

AI Overviews answer many health questions directly, forcing online health brands to offer expertise and utility that users can’t skip.

More shoppers are comfortable letting AI assistants filter brand communications and product recommendations.

Chatbots now steer patient choice, surfacing providers with rich, accurate site data.

Physicians integrate both general-purpose and clinical AI into daily workflows, increasing pressure on pharma brands to tailor drug content for the distinct requirements and outputs of each AI ecosystem.

AI usage is becoming habitual as a broader range of people adopt AI for a broader set of use cases. Google’s lead in traditional search has given it the platform to take leadership in AI users next year, even as OpenAI still commands deeper engagement.

LinkedIn posts from digital health founders generate more engagement and AI citations than brand profiles, increasing visibility and discoverability beyond company pages.

Reddit opens Shopify to all advertisers: Global rollout ties community intent to DPAs, easing catalog setup and courting retail budgets.

Major brands are racing to optimize their presence in large language models (LLMs), but they're confronting an uncomfortable reality: Traditional measurement frameworks don't work, and executives demanding ROI metrics may be asking the wrong questions.

Search ad spending keeps rising as AI fuels online discovery and people search across more platforms than ever. Despite this, search’s share of digital ad spending is edging downward due to faster growth in other channels.

AI search is changing how B2B buyers discover and compare vendors. Visibility depends on strong SEO fundamentals, clearer differentiation, and content governance that support faster evaluation and more consistent brand information.

Creator content is shaping how AI answers questions. But content that’s good at engaging audiences isn’t always what AI surfaces. That’s forcing brands to rethink their creator strategies and content formats so they can show up in AI tools.

Consumers are increasingly making decisions inside AI conversations, before traditional signals ever appear. That shift is creating a new visibility gap between brands that can access early intent and those that can’t.

63% of US adults say having ads in AI search results would make them trust those results less, according to a January survey from Ipsos.