AI is cutting into publisher referral traffic even as publisher content fuels AI answers. Publishers are fighting back with crawler controls and new licensing models, forcing a choice between restricting access and monetizing it.

AI adoption is broadening as familiar tools bring new users into the market. Search is becoming a hybrid of AI and traditional behavior, while cheaper subscriptions boost paid adoption but put pressure on revenues per subscriber.

Only 32% use AI for decision support, limiting their ability to turn customer data into timely, personalized outreach.

In August 2026, we analyzed 6,560 ChatGPT recommendations across 28 B2B agency and marketing technology categories to compile the AI Visibility Index.

In August 2026, we analyzed 4,680 ChatGPT recommendations across 20 consumer health categories to compile the AI Visibility Index.

73% of marketers worldwide use generative AI for visual, image or video production, but just 41% use it for testing and optimization, according to a May survey from WARC and TikTok.

In August 2026, we analyzed 4,480 ChatGPT responses across 16 B2B software and platform categories to compile the AI Visibility Index.

In August 2026, we analyzed 11,250 ChatGPT responses across 23 retail store categories to compile the AI Visibility Index.

AI is raising the stakes for marketing data quality and connectivity and changing how it’s being used. Here’s how first-party data, outcome-based measurement, interoperability, and AI are reshaping marketing decisions.

We attended Fierce Pharma Week, where speakers noted that AI insights that improve patient experiences and content are the next frontier.

In August 2026, we analyzed 4,940 ChatGPT responses across seven travel and hospitality categories to compile the AI Visibility Index.

Employment and equality fears add baggage to AI messaging, making disclosure and performance testing critical.

As AI moves deeper into consumers’ financial decisions, it’s changing how they discover payment products, decide which to use, and interact with providers.

B2B digital ad spending growth is accelerating in 2026. Although mobile growth is slowing from its 2025 pace, mobile and video will still outpace overall B2B digital spending. Display’s share is expanding, while search remains important as AI changes how buyers research and validate vendors.

Despite broad adoption, limited training and creative concerns make human skills as important as AI fluency.

AI is gaining influence over what consumers discover and consider long before it commands a meaningful share of the digital economy. But existing advantages in reaching consumers, earning trust, and driving transactions still matter.

In today’s podcast episode, we discuss why travel brands are missing from trip-planning responses, what AI answers are most likely to include, and what brands can do about it. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Gadjo Sevilla and Vice President of Global Brand Partnerships at Verve Anna Slater. Listen wherever you get your podcasts, or watch on YouTube or Spotify.

AI referrals are converting at nearly the same rate as other traffic as consumers use the technology to research trips and find savings.

In July 2026, we analyzed 7,460 ChatGPT recommendations across 16 food and beverage categories to compile the EMARKETER AI Visibility Index.

In today’s podcast episode, we discuss why the next few years will be so important and industry-defining for AI, why ChatGPT has driven stronger adoption than highly recognizable competitors like Meta AI and Copilot, and why Claude is best at converting users into paid subscribers. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Analyst Nate Elliott and Analyst Grace Harmon. Listen wherever you get your podcasts, or watch on YouTube or Spotify.