GEO vs SEO: the same discipline with a different scoreboard
Marketers keep asking whether generative engine optimization replaces SEO, extends it, or rebrands it. Google says no special optimization exists; Bain says most searches now end without a click. Our read: the work barely changed, and what counts as winning changed completely.
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What an AI marketing agent is, and the four tests before you call it one
The term is being defined by the companies selling it. But marketing's own dictionary already defined an agent as someone who acts on your behalf within lent authority, which is why the useful question is not whether a system uses AI, but what authority was delegated and what happens at its edge.
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The 90.3% is mostly pilots. Full production is 23.3%.
The most-quoted agent-adoption number counts anyone who ever ran a proof of concept. Here is what the same survey question actually found, why the report is more honest than its citations, and the figure that should change what you do.
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Agent hubs are the new app stores. The lock-in is the point
TikTok and HubSpot both opened agent marketplaces this month. The strategic story is distribution economics, not features. The app-store era already taught the lesson: the rules arrive after the audience does. What launched, where the lock-in actually lives, what the hubs genuinely fix, and six questions to ask before your agents move in.
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Half of B2B buyers now start research with an AI chatbot. The MQL wasn't built for that.
The buyer's first real conversation is moving off your website, and G2 has measured the shift. Here is the successor unit, the agent-qualified lead: who actually coined it, the four-part bar a lead should clear before a human touches it, and where the MQL still earns its keep.
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70% say they run marketing agents. Governance has not caught up.
A vendor survey found most large enterprises running agents in production, and no agreement on which executive function should own them. Ownership is three separate jobs, and conflating them is why initiatives stall.
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A marketing agent should own the loop, not just the draft
The useful dividing line is operational: an assistant produces an artifact, while an agent carries a bounded outcome from trigger to measurement.
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