ChatGPT Ads: the facts, the risks, and what actually changes
ChatGPT is about to become an ad surface. Here's what OpenAI has confirmed, why this surface behaves differently, and practical rules for advertisers.
• ChatGPT Ads • 5 min read
Insights
Blog
Essays and breakdowns on the post-search web, Generative Engine Optimization (GEO), and how brands actually show up inside AI answers.
SEO Didn't Die. It Lost Its Axis.
How AI search broke the mechanics brands relied on—and what actually determines visibility now.
• GEO • 4 min read
What LLMs Actually Read When They Answer a Query
LLMs don't read the internet like humans. Understanding what they actually consume is the difference between guessing at visibility and engineering it.
• Strategy • 6 min read
Why AI Search Is a Black Box (and Why That's Not New)
The uncomfortable truth: search was always a black box. The only thing that changed is that it stopped pretending to be clear.
• Strategy • 6 min read