Category
Digital Strategy
The orientation phase is moving into systems where ads don't buy you a place in the answer. These pieces cover the strategic consequences: why paid and AI visibility are communicating vessels, where the attribution gap forms, and why your website matters more as fewer people visit it.
Articles in this category
Absence was the right answer. It no longer is.
A month ago I turned down a services section on this site. Today the offer is openly on it. What changed — and what deliberately stays the same.
Why your website matters more than ever — but not to whom you think
Traffic is dropping, importance is rising. Your website is being visited less and read more — by machines. What that changes about how you write and measure it.
What paid media managers need to know about AI visibility
Your paid campaigns are running. CTR and ROAS look healthy. But the decision happens before the click — in an AI answer your dashboard never sees.
Why the best ad today isn't an ad — it's an AI answer
There's a moment in the buying process that marketers couldn't reach for decades. AI models are starting to take it over. Here's why AI answers are the new top of funnel — and what to do about it.