The Attention Recession
Bill Sparks’s Cold Read continues its look at how branding is being remade. This time he takes on a strange paradox: ad spending is headed for a record $1 trillion while every dollar buys less. He breaks down the forces behind the slide and what Adidas, Lululemon and Duolingo learned by going a different way.
When the Customer Is a Machine
In the third installment of his series on AI as the new middleman, Bill Sparks follows the shopper who asks a chatbot what to buy, and asks what it takes for a brand to make the machine’s shortlist and still win the person who makes the final call.
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.