Marketers are catching on that AI doesn’t rank their brands, it decides whether it gets brought up at all. That shift is already reshaping how the industry works. The Interactive Advertising Bureau (IAB) has been assembling a framework meant to standardize how that visibility even gets measured since there’s no agreed baseline for what good data collection looks — like let alone what actually drives a recommendation. Inside companies, the uncertainty is showing up in headcount. Heads of AI search are getting hired because the honest answer right now is that nobody quite knows how this works yet. And some brands aren’t waiting for anyone to…
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