Discipline is not optional for an agency advising clients in this space… it is the thing that stops us blindly buying into hype.
AI search is moving faster than any framework can fully capture. The only honest response to that is to keep testing, keep publishing what we find, and resist the pull of confident-sounding claims that aren’t grounded in evidence.
Experimentation is active across our Tech SEO, Content, and Digital PR teams, with Paid Media joining as channel access develops (because the opening of advertising in ChatGPT and similar platforms will create a new set of questions we’ll have to be ready for). The work spans controlled technical experiments, content structure testing, and Digital PR approaches designed to test citation and reputational outcomes across AI platforms.
We publish what we find. Not selectively, and not only when the results are flattering. The measurement gap will only close if practitioners share real findings, and we would rather contribute to that conversation than wait for someone else to run the research we needed.
The work also keeps us honest with clients. When we make a recommendation, we want it to be traceable to something we have actually tested, not to a vendor claim or an industry consensus that formed before the evidence did.