Should You Allow AI Bots to Crawl Your Site?
Millions of websites had their AI crawling policy set for them overnight in September, and most never noticed. In Part 2 of his series on AI as the new middleman, Bill Sparks makes the case that this choice belongs with you, and that the right answer starts with what your content is for.
How AI Is Getting Between Brands and Customers
Bill Sparks opens a series on AI as the new middleman between brands and their customers. Part 1 looks at why being cited inside the AI's answer now counts for more than ranking in search.
State of the Art Branding Case Studies
In the final post of his series on branding in the age of AI, Bill Sparks asks the practical question the first seven built toward: who's actually doing this well? From Nike to a neighborhood bakery, the answer looks surprisingly consistent.
Independent Creators as Brand Storytellers
Bill Sparks looks at how creator partnerships became a $44 billion channel, and the tradeoff every brand faces: the authenticity that makes a creator worth hiring is the same thing you can't fully control.
Brands as Publishers: The Rise of Owned Media
Bill Sparks on how a handful of brands became publishers, why owning an audience beats renting one, and where most companies go wrong.