AI in Search Marketing Adoption Is High While Gaps Remain
Artificial Intelligence in Search Marketing 2026 AI has rapidly moved from an emerging technology to essential infrastructure in search marketing, yet significant questions remain about adoption depth, organizational readiness, and measurable impact. To address these, the Spiegel Research Center conducted this study to uncover how marketing professionals are integrating AI into their search workflows, what […]
Feature in ANA: AI, Answer Engines, and the Future of B2B Marketing Strategy
AI, Answer Engines, and the Future of B2B Marketing Strategy By Kelly Cutler, Associate Professor of Digital Marketing and Visual Communication at Northwestern University AI answer engines are reshaping how B2B buyers discover and trust brands, as marketers face a shift from clicks to citations. Insights from the ANA B2B Committee explore AI visibility, zero-click […]
Feature in TechRepublic: Google Search Adds More AI Features, Visibility Gets Harder for Publishers
Google Search Adds More AI Features, Visibility Gets Harder for Publishers The rise of AI-powered search is forcing marketers to rethink how they measure visibility and success online. In a recent TechRepublic article, Northwestern University’s Kelly Cutler argues that “traditional SEO must expand to include generative engine optimization (GEO), with a focus on visibility and […]
Feature in WSJ: AI Is Rewriting the Old Rules of Google Search and SEO
AI Is Rewriting the Old Rules of Google Search and SEO By Andrew Blackman Kelly Cutler, associate professor of digital marketing and visual communication at Northwestern University, was featured in a recent Wall Street Journal article on the future of search. Cutler explained how AI is reshaping digital visibility, noting that “This is not the […]
How Generative AI Is Transforming Modern Marketing
In a recent presentation titled Transforming Marketing With Generative AI: A Research-Based Approach, Kelly Cutler, Associate Professor of Marketing and Communication at Northwestern University, explored how generative AI is reshaping the marketing landscape and what organizations must do to adapt. She begins by noting that most marketers feel excited about AI, but many lack the […]