Where the experimentation and building happens
Propellernet Labs is our AI innovation unit; part internal R&D, part client capability, but entirely focused on what search is becoming next.
While we’ve more recently formalised Labs, its essence has long existed, with Propellernet launching tools that hundreds of thousands of marketers now rely on, including Answer the Public and Coverage Book. The innovative spirit that led to their creation is now focused on mastering what comes after traditional search.
And that habit of building, not just advising, is what Labs formalises. It’s where Ebb, our proprietary fan-out query and LLM citation tool, was developed. Where The Invisible Concierge, our daily AI briefing for senior travel marketers, launched in April 2026. Where Magpie, our agentic AI tool that sets agents loose on your site to test whether they can find information and complete actions, was built and demoed. It’s also where we run structured experiments on LLM retrieval behaviour, schema importance, fan-out query consistency across models, and knowledge bank cut-off dynamics. We’re publishing what we find because the industry gets better when people show their working.
Working with Labs
Beyond internal R&D, Labs works directly with clients to identify where bespoke AI tools can drive real efficiency, surface better intelligence, or prepare for what’s coming – whether that’s AI search visibility, readiness for agentic commerce, or tools built specifically around your business.