After years of optimizing their websites for traditional search engines, marketers are scrambling to retain visibility in genAI search results. SEO veteran Conductor is stepping forward to help with Conductor AI, a content copilot that identifies content gaps and scores content for discoverability by genAI engines.

The ultimate dream (or nightmare) for AI in marketing is one model to rule everything from insight generation to campaign execution and measurement. WPP Media has taken a giant step in that direction with Open Intelligence, a “universal model” using trillions of data signals from 350+ partners to predict audience behavior and marketing performance, enabling continuously optimized, personalized campaigns across all channels. The wide array of data sources will relieve dependence on identity data and help protect consumer privacy.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.