AI Overviews seem to significantly affect click-through rates for organic and paid search - but the impact varies based on query type and whether brands receive an AI citation, as shown by data collected from January through September.

Brands are experiencing the largest transfer of marketing power in a generation, because AI agents are taking control of purchase decisions, prioritizing objective, machine-readable data over emotional branding. This is likely why Nick Emery, CEO at Jellyfish, believes this holiday season will be the last where people make purchase decisions alone.

Tzahi Zilbershtein has been a tech pioneer in the integration of first-party data into Google Ads and establishing the foundation for forecasting a customer's future value, using machine learning and historical data.

When a conventional marketing-mix model proved too latent, the brand's ecommerce head Drew Schneier went agile and got real-time results.