Generative AI is now embedded in how people search, create, and consume information. Nearly half of U.S. internet adults used at least one generative AI tool in 2025, according to S&P Global Market Intelligence. What once felt experimental is now operational, shaping everything from content production to customer support and brand discovery.
Search engines no longer have a monopoly on discovery. Large language models (LLMs) such as ChatGPT, Gemini and Claude are now helping people find products, services and answers through conversational exchanges. This shift requires a new approach: instead of obsessing…
When generative summaries first appeared at the top of Google’s search results, many marketers saw them as a threat to organic traffic. After all, if the answer sits at the top of the page, why would anyone click through? The…