The Breadcrumb Path in the Age of AI: Are You Leaving the Right Trail?
The original Hansel and Gretel story doesn’t end well for the breadcrumb trail. The children drop...
News, analysis and advice on brand trust
How B2B brands build the credibility that earns attention from buyers, journalists, and AI.
Beyond Google: Why LLM Visibility Is the New SEO for B2B Brands
For roughly two decades, one question has sat at the center of B2B digital marketing strategy: can...
When AI Gets Your Brand Wrong: The Trust Crisis No One Is Preparing For
AI systems hallucinate. This is well-documented, widely covered, and by now broadly understood. The...
The Trust Signals That Influence AI Recommendations (They’re Not What You Think)
There’s a version of AI visibility strategy that sounds reasonable on the surface: if AI is drawing...
Yes, AI Reads Your Website — But It Cares More About What Others Say About You
Most B2B marketing teams spend enormous energy on their website. Messaging, positioning, design,...
What Does AI Recommend When Someone Asks About Your Category?
Here’s an exercise worth doing — but only if you do it correctly. Go to ChatGPT, Perplexity, or...
The Buyers Have Changed: How AI Research Is Reshaping the B2B Purchase Journey
There’s a meeting happening right now between your brand and a prospective buyer. You’re not in the...
Why AI Has Raised the Stakes on Every Trust Signal Your Brand Already Has
For years, trust signals were something you optimized for human buyers. You added a BBB badge to...
AI Just Made Thought Leadership Essential
I felt it coming for months. The subtle shift in what content performs well. The changing patterns...
Understanding RAG and SEO: The Future of Generative AI
Retrieval Augmented Generation (RAG) is transforming artificial intelligence by merging generative...