Conversational AI

Every system can report success, and the customer still doesn't get help. Why CX leaders need to test the full journey, not just each platform's uptime.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

People aren't afraid of autonomous systems. They're afraid of unaccountable ones. The answer isn't less autonomy. It's autonomy that's been earned, says John Kim, CEO of Delight.AI & Sendbird.

The study reveals how brands are mentioned, cited, and represented across AI-powered discovery environments, and why marketers need integrated SEO, content, and brand strategies to compete.

As AI fatigue grows, marketers need less tool accumulation and more role clarity. The smartest AI stack is the one where every tool has a clear job across planning, performance analysis, and campaign execution.

Many enterprise marketers are treating GEO as a content challenge, but success in AI search increasingly depends on execution speed, operational agility, and third-party visibility rather than content volume alone.

As AI shifts digital interfaces from static pages to live conversations, Nic Baird and Kevin Baragona reveal that advertisers and publishers who align ads with real-time user intent will define the next revenue engine of the internet.

Recent data shows that AI agent activity has reached 88% of human organic search, signalling a major shift in how brands are discovered and evaluated online.

As AI reshapes search behaviour, Patrick Briggs and Simon Lesser explore whether SEO is evolving or being redefined entirely, highlighting the rise of Generative Engine Optimisation, shifting user journeys, and the growing challenge of measuring success in an answer-first ecosystem.

A new report finds AI agents could influence more than half of eCommerce transactions by 2027, as enterprises accelerate investment in agentic commerce and autonomous shopping technologies.