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Google is giving users more say over what sources appear in its AI search results by expanding Preferred Sources into AI Overviews and AI Mode. This changes the feature that once shaped Top Stories into something that can now influence AI-generated answers across Search.
Preferred Sources first launched as a way for users to prioritize favorite publications in standard search features such as Top Stories. Now, those selections can also shape what appears in Google’s AI search experiences.
Users can choose eligible websites that publish fresh content through their Search personalization settings. Once selected, those sites may appear with a preferred badge inside AI-generated answers.
Google is also adding article carousels to search results for developing topics. These carousels will give more visibility to a user’s preferred sources while pointing readers to related coverage.
For publishers, media brands, and marketers, the update adds a new layer to search visibility. It makes audience loyalty more important in Google’s AI search results. Google says users are twice as likely to click a link when it carries a Preferred Source label. The company also says users have favorited more than 345,000 domains and subdomains worldwide.
That creates a clear action item for publishers. Ask loyal readers to add your site as a preferred source, just as you would ask them to subscribe to a newsletter or follow a social account.
Google recommends using direct links to the source preference tool and adding an “Add as Preferred Source” button on site pages. For marketers, the goal is simple. Build enough trust that users choose your brand before the algorithm does.
Here are this week’s AI-powered martech releases and news.
Acclaro launched Acclaro Multimedia Orchestration, a tool for global content distribution. Artificial intelligence translates subtitles into more than 100 languages in real time. Acclaro also processes audio for dubbing, voice cloning, and audio separation.
AdRoll introduced its new Model Context Protocol (MCP) server product. This release connects to external artificial intelligence tools like ChatGPT and Claude. AdRoll transfers campaign performance insights and operational actions directly into these platforms.
AI Digital announced the release of AI Creative Studio, a creative production unit for programmatic advertising. This unit coordinates generative artificial intelligence software to manufacture, adjust, and format original ad elements. The resulting assets include television-grade video, audio tracks, and display banners.
Attentive unveiled its latest agentic artificial intelligence features at its Thread 2026 customer event. These systems review customer data signals across message delivery channels to evaluate engagement and intent. Attentive generates campaign recommendations, predicts performance trends, and manages message creation.
Centric Software introduced Centric AI Studio, an enterprise platform for consumer product creation. This software connects generative artificial intelligence workflows directly with product lifecycle management data. Users can produce sketches, create product variations, and build commerce-ready imagery inside the platform.
Fast Video Cataloger introduced Fast Video Cataloger 10, a desktop software for video library management. This system runs artificial intelligence locally on Windows devices to scan files without uploading to the cloud. Fast Video Cataloger runs facial recognition, detects physical objects, and transcribes spoken audio to text.
FlexClip introduced a new platform feature named AI Long to Shorts. This software applies artificial intelligence to analyze speech, pacing, and visual scene transitions within long-form video files. FlexClip extracts specific highlights to build short-form vertical videos for social platforms.
Getsitecontrol launched a free product called Email Quality Checker. This software inspects uploaded contact databases to classify list entries by type, such as corporate or academic. Getsitecontrol evaluates domain risk signals to identify broken, masked, and disposable email addresses.
Higher Logic released the Higher Logic Vanilla MCP server product. This software links the provider’s B2B community platform with third-party artificial intelligence engines. Higher Logic opens access for marketers to query live audience sentiment, feedback, and support histories using conversational text.
INCRMNTAL launched a conversational analytics application named AURORA in beta testing. This software runs on causal artificial intelligence to evaluate marketing data across channels and geographies. INCRMNTAL reads natural language text questions to deliver budget modeling recommendations.
Madhive announced Maverick AI Agents, a tools suite designed for local advertising placement. This software integrates agentic intelligence directly into local video media plans. Madhive monitors inventory patterns to coordinate target audiences at national scale.
Optimizely announced a strategic technology collaboration with Deloitte Digital. This partnership maps customer transformation strategies to the Optimizely One marketing system. Optimizely coordinates artificial intelligence workflows to automate customer data experimentation and personalization.
Sellyze.ai officially launched its marketplace-agnostic e-commerce product research tool. This software applies artificial intelligence to review competitor product documentation and user reviews. Sellyze.ai processes this text data to generate structured blueprints for merchandise manufacturing.
TraPilot.ai launched its TraPilot.ai software platform. This system combines 12 specialized artificial intelligence agents to complete automated search engine optimization tasks end to end. TraPilot.ai builds traffic forecasts, generates content outlines, and fixes technical code templates.
Adzymic launched its AgenX Creative Agent alongside an autonomous subscription option named Agent as a Service. The application functions as an independent creative tool that produces interactive HTML and rich media advertisement layouts across different sizes and formats. The software uses artificial intelligence to scan an initial campaign brief and automatically structure design templates according to specific brand guidelines.
AIEthos introduced a platform focused on calculating brand visibility across large language models. The software monitors how specific businesses appear in conversational chat outputs inside tools like ChatGPT, Claude, and Gemini. Artificial intelligence simulations measure this performance by generating a readiness rating and outputting source code adjustments to clean up fragmented public brand information online.
Azilen Technologies released Azeon, an operational management system built for customer support platforms. The tool integrates directly into active help desks, customer relationship databases, and messaging panels without requiring file migration. The software utilizes artificial intelligence to interpret conversation context and customer intent across text, voice, and email channels before distributing replies.
Cadent integrated its audience activation application directly into Gemini Enterprise. This product addition lets media buyers access specific audience datasets and coordinate video advertising campaigns across connected television platforms. The system applies artificial intelligence parameters to clean up data pipelines and track advertising placement metrics across multi-screen distribution feeds.
Canva expanded its design interface options by introducing an artificial intelligence asset creation system within Claude for small business users. This addition connects the graphic software directly into the text chat, letting users drop code outputs into an interactive visual editor. The system uses artificial intelligence to convert text instructions into editable design layers, allowing operators to adjust colors, modify shapes, or apply corporate design kits.
ContactPoint 360 unveiled a unified customer experience operating system structured for high-volume enterprise brands. The platform coordinates communication across multiple languages, text applications, and technical support queues. The infrastructure relies on artificial intelligence to process user interaction data, summarize chat histories, and identify customer sentiment points during live calls.
Creatify introduced Creatify Agent, a video production program built on past advertising performance analytics. The software processes user inputs to generate video advertisements that align with successful visual trends across TikTok, Meta, and YouTube. The application runs internal artificial intelligence checks to verify that background audio, chosen digital avatars, and script lines match confirmed product specifications.
DoubleVerify launched a content verification application for Meta Threads to help businesses monitor adjacent text. This addition provides automated evaluation tools that flag risk factors around public posts to protect brand corporate identity. The system utilizes artificial intelligence to evaluate online discussions at the post level, classifying text context to verify that placement areas align with safety standards.
LightSpeed Voice released Nova Pro, a communication program engineered for corporate telephony workflows. The system records incoming phone traffic, updates customer profiles, and documents agent performance data. The software applies artificial intelligence to transcribe voice calls, evaluate employee adherence to scripts, and generate textual summaries of phone conversations.
Liftoff updated its Cortex machine learning engine to modify ad bidding calculations across mobile software platforms. This framework alteration tracks real-time app interaction records to adjust asset distribution models. The system uses artificial intelligence to perform predictive analysis of user download trends and adjusts cost parameters to align with market value signals.
MentionWell debuted a headless blog creation platform constructed to supply clear references to web scraping tools. The application formats articles, tables, and metadata schemas so that text scrapers can easily read and register the facts. The program relies on artificial intelligence models to format written insights into structured data layouts that align with the retrieval preferences of ChatGPT and Claude.
PCCC launched GEOAnalyzer Pro, a web-tracking software platform designed to monitor how digital corporate properties are displayed within artificial intelligence models. The system runs diagnostic scans across large language models and search crawler databases to track citations and brand mentions. Artificial intelligence scoring mechanics evaluate individual web links to generate optimization recommendations and lower the risk of inaccurate data generation by search engines.
PubMatic introduced its Detailed Reasoning Agent to supply analytical summaries inside programmatic advertising dashboards. This tool reports on specific transaction paths, marketplace fees, and auction dynamics. The software uses artificial intelligence to outline bidding histories, creating text descriptions that explain why particular advertisement placements succeeded or failed.
ReplyDeck developed a software application for automated monitoring and response generation on the Reddit social network. The platform tracks forum conversations to identify brand discussions that serve as training data for broader search engines. The tool uses artificial intelligence to generate text responses to these public threads, keeping corporate profiles active in relevant community discussions.
Sensor Tower released its Web Insights data-tracking suite to monitor web application usage and browser navigation. The interface logs traffic spikes, consumer download trends, and user churn rates across different industries. The data model tracks artificial intelligence application usage statistics, detailing how modern software tools shift broader web consumer shopping habits.
Shirofune added an AI Summary feature to its digital advertising automation software platform. The addition processes complex data points from internal ad account fluctuation records to produce textual performance overviews. The software uses artificial intelligence to parse numerical metrics, identify the core drivers of cost shifts, and generate strategic campaign-optimization recommendations.
Skyword launched its Category Authority Index to provide visibility measurements within modern automated search systems. The tracker monitors market topic areas to determine which websites supply top reference materials for generative search queries. The framework applies artificial intelligence benchmarking to rank online publications, assessing how well each domain answers specific user questions.
Social Plus introduced a specialized Model Context Protocol server application to connect its community software tools with external large language models. This connection allows third-party digital assistants and autonomous applications to interact directly with internal chat feeds, user profiles, and activity logs. Artificial intelligence interfaces use this server infrastructure to safely query contextual information from community environments without custom software integrations.
Sounder AI by Triton Digital expanded its contextual ad placement system within The Trade Desk. This platform update scans spoken-word audio tracks across podcast libraries to sort files into specific content categories. The software uses artificial intelligence language modeling to identify verbal risk signals, placing audio commercials into relevant episodes while avoiding controversial topics.
Stackable Labs debuted an experience software layer built for enterprise customer support messaging queues. The tool sits on top of legacy chat interfaces to organize user tickets, route incoming complaints, and suggest reply scripts. The platform uses artificial intelligence to analyze conversation histories, generating immediate response variations that match past successful support resolutions.
SurfaceGX released its AI Visibility Repair platform to help businesses modify how corporate data appears across computational search frameworks. The dashboard flags incorrect information, broken source links, and outdated product summaries identified during web indexing crawls. The program uses artificial intelligence scanning tools to rewrite underlying web metadata structures, giving algorithmic crawlers cleaner text sources to copy.
TheBestReputation released a public tracking tool that measures corporate search presence across algorithmic retrieval networks. The dashboard interfaces with major artificial intelligence answering platforms to query how corporate entities are described to end users. The application evaluates these answers to show businesses what specific text points, sentiment scores, and descriptive profiles the artificial intelligence systems associate with their business.
Tripleseat unveiled Tripleseat Intelligence, a hospitality application suite constructed to automate banquet and private dining booking workflows. The program logs space availability, tracks incoming requests, and drafts initial contract parameters. The framework utilizes artificial intelligence trained on past venue data to calculate menu choices, forecast seasonal booking volume, and provide real-time pricing guidance.
Typeform launched Growth Flow, a form-completion system that triggers downstream business actions when users respond. The system passes data straight to sales pipelines, email tracking lists, and customer help tickets without manual intervention. The platform uses artificial intelligence to evaluate written feedback text, adjusting subsequent question strings based on the sentiment of previous answers.
Windsor.ai updated its Model Context Protocol-native applications by introducing a live-writing configuration for conversational artificial intelligence interfaces. This update extends previous data analysis capabilities, allowing users to execute command actions directly from chat prompts in software such as Claude, ChatGPT, and Copilot. The platform applies artificial intelligence to process natural-language commands, turning conversations into direct account adjustments, such as pausing campaigns or altering budget distributions.
WiseStamp introduced an automated email signature management platform designed to unify employee contact cards. The system syncs template structures across corporate email accounts to ensure uniform layout, spacing, and design alignment. The program employs artificial intelligence tools to scan employee directory files, converting basic profile text into styled signature components that match corporate design layouts.
Zeta Global joined forces with Snowflake to create the Open Semantic Interchange universal data structure. This collaborative design establishes data transfer rules that normalize naming definitions across separate cloud storage environments. The framework uses artificial intelligence processing pipelines to match disparate customer file formats, translating varying data points into a single language for enterprise marketing applications.
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Admax Local added a data layer to its platform for franchise management. This technology collects and organizes information to show how locations perform across different regions. Local owners use the interface to see marketing trends and manage digital ads from one place.
AirOps released a tool named Quill that manages brand content for search engines. This software monitors data, updates existing text, and writes new drafts to maintain brand visibility. It uses large language models to track how search systems rank and display information.
ALINE integrated a sales tool named Connect into its software for senior living communities. This product acts as a digital representative that manages outbound communication and schedules tours with potential residents. It uses automation to process lead data and maintain contact through the sales cycle.
Aprimo updated its platform to link digital asset management with marketing budget tracking and task management. The system uses algorithms to organize files and predict how much content costs to produce. This product connects creative work directly to financial data and project timelines.
Artlist introduced a digital assistant that functions as a creative partner for video editors. This tool suggests music, sound effects, and footage based on the specific requirements of a project. It uses machine learning to understand search intent and find media that matches a style.
Automata Studio was started by two engineers to build software and marketing systems using artificial intelligence. The firm creates custom code and campaigns where machine learning handles the repetitive tasks of development. This agency builds digital products that function with automated logic from the start.
Avaya collaborated with avatarin to connect communication software with physical robots. This partnership uses robots and automated systems to interact with people in physical locations through a digital interface. The product combines human workers with autonomous agents to manage customer service tasks.
B2B Marketing started a training program for account-based marketing that focuses on artificial intelligence. This course teaches workers how to move past simple text prompts to build complex marketing strategies. The curriculum explains how to use data models to target specific business accounts.
ContactPoint 360 launched a service that combines automated systems with human workers for customer support. This product uses algorithms to handle basic requests while transferring complex issues to people. The system monitors interactions to determine when a person needs to intervene.
Ignite X released a diagnostic tool called the Credibility Score to measure brand perception. This software analyzes how artificial intelligence engines view and describe specific companies across six categories. It provides data to show if a brand appears as a leader or a risk in automated search results.
ImageKit added a conversational assistant to its digital asset management platform. Users type questions to find specific images or videos instead of searching through folders. The assistant uses image recognition to identify what is inside a file and describe it to the user.
Inbox Monster launched a research tool that provides access to a database of 56 million email messages. Marketers use this data to see what competitors send and how often they send it. The system updates in real time to show current trends in email design and delivery.
Klaviyo grew its partnership with Anthropic to integrate the Claude large language model into its marketing platform. This technology writes email text and suggests improvements for digital campaigns based on customer data. The system analyzes past interactions to predict which words lead to more sales.
NICE expanded its integration with ServiceNow to connect customer service systems. This product uses automated agents to resolve issues across different software platforms without human input. The technology tracks customer history to provide consistent answers in every conversation.
Observe.AI released a digital assistant called Companion to support customer service teams during live calls. This software listens to conversations and provides real-time data or suggestions to the worker. It uses speech recognition to identify the needs of the caller and surface relevant information from company files.
Ooma introduced a suite of tools that manage business phone calls using automation. The software transcribes recordings, summarizes conversations, and identifies the intent of the caller. This system uses data models to route calls to the correct person based on what the caller says.
Quattr launched a software tool that generates landing pages for digital ads. This product creates web pages that match the specific keywords people use in search engines. The system uses algorithms to ensure the page content aligns with both paid ads and organic search results.
Riskmail.io released a programming interface that identifies and blocks temporary email addresses during signups. This tool checks a database of known fake domains to prevent automated bots from creating accounts. The system provides an immediate response to keep mailing lists clean of inactive users.
Semify started a service that optimizes website content for search engines using automation. This product creates and adjusts text to improve how sites rank in search results. The system scales the production of search-optimized content for marketing agencies to provide to their clients.
Shengshu Technology released a tool called Vidu Claw that creates video advertisements from a single text description. This software functions as a digital marketing officer by generating scripts, visuals, and audio. It uses generative models to turn a basic idea into a complete digital video file.
Similarweb partnered with Manus to provide more data for digital marketing tools. This collaboration combines web traffic statistics with automated agents to give companies information on competitor performance. The system uses this data to suggest changes to marketing strategies.
Snapsight unveiled a tool called Remix that records live events and turns them into written documents. This software processes audio and video in real time to create reports, social media posts, and presentation decks. It uses speech-to-text and summarization models to extract key points from speeches.
Sprout Social launched a platform that uses a proprietary agent named Trellis to manage social media data. This tool analyzes conversations across social networks to identify trends and consumer sentiment. The system automates the process of finding insights and suggesting responses to customers.
Sunrise to Noon expanded its search engine optimization services to include artificial intelligence for technical audits. This agency uses data models to find errors on websites and suggest fixes to improve visibility. The service focuses on how search engines read and rank site code.
TrafficGuard released a platform for small businesses to prevent fraudulent clicks on Google ads. This software monitors ad traffic to identify and block bots or competitors who click on ads to drain budgets. The system uses pattern recognition to distinguish between real customers and automated threats.
Visualping introduced a reporting tool that tracks changes on websites over time. This software monitors specific pages and alerts users when text or prices change. The system generates summaries of these updates so users do not have to check the sites manually.
Whop integrated its advertising product with Meta to show ads on Facebook and Instagram. This system allows creators to manage their social media ad spend directly from the Whop dashboard. The software uses data from the store of the creator to target specific audiences on social platforms.
Amperity released AI assistants and real-time capabilities to manage customer signals as they occur. The product unifies identity and history into a shared layer of customer context, grounding decisions in current behaviors. AI reasons through intent to recognize customers instantly and trigger personalized recovery journeys during active sessions.
Bluefish launched AI Accuracy to track how AI channels represent brands. The product establishes a verified source of truth called a Brand Vault, which serves as training material for large language models. The system monitors AI responses to identify and score factual mismatches across millions of daily evaluations.
C1 debuted a Headless Identity Infrastructure to unify identity governance and credentials into a single graph. The platform uses a programmable substrate to provide real-time authorization for human users and AI agents. It exposes these primitives through an MCP server to support autonomous agents performing IT and security tasks.
Criteo expanded its integration with OpenAI to enable self-service advertising within ChatGPT. The product connects conversational AI to a cross-channel commerce strategy for brands and agencies. Marketers use the system to surface product recommendations during discovery-driven shopper journeys.
DigiCert announced Content Trust Manager to verify the authenticity of digital media. The product attaches tamper-evident credentials to images and videos to prove content origin and track changes over time. Organizations use the system to distinguish authentic assets from synthetic or AI-generated media.
Genesys partnered with Meta to provide customer engagement through WhatsApp. The product brings voice and messaging together within a single workspace to create a continuous experience. AI helps organizations anticipate customer needs and respond to queries in real time.
HireClix launched JobFlow AEO to place employer content in AI search results. The product uses answer engine optimization to ensure job postings appear in tools like ChatGPT and Perplexity. This service targets the discovery phase of the hiring process, where candidates use AI to research brands.
InMobi acquired MobileAction to increase visibility for iOS app developers. The acquisition adds AI-powered app analytics and growth tools to the existing commerce and advertising platform. Marketers use the product to maximize reach and acquire new users within the mobile ecosystem.
Invoca integrated with ChatGPT ads to connect ad engagement with offline revenue. The product uses AI to analyze phone conversations for intent and outcomes like appointments or confirmed sales. A no-code integration feeds this conversion data back to OpenAI to optimize ad delivery.
KERV.ai introduced the Moment Match Engine to identify engagement points within video content. The platform uses pixel-level image recognition and contextual AI to detect specific objects and scenes. These identified moments serve as activation points for interactive commerce and advertising experiences.
MethodHub launched CoApp to organize content and accelerate publishing. The platform uses AI to manage digital assets and streamline the production of marketing materials. The product supports teams in moving from content creation to distribution across multiple channels.
MSQ DX and Storyblok signed a memorandum of understanding to accelerate digital transformation. The partnership combines strategic consulting with a headless content management system. AI assists in delivering personalized digital experiences for global clients.
NICE collaborated with ServiceNow to advance AI-first customer experiences. The integration connects customer service workflows with conversational AI to resolve queries across different platforms. The product manages interactions to ensure consistency between automated and human-led support.
Parsnipp debuted a search and optimization platform that models buyer interactions. The product uses behavior-driven AI to analyze how real people search for and purchase products. This data helps brands improve their visibility in generative search environments.
Quattr released an AI generator for landing pages to bridge the gap between paid ads and search visibility. The tool creates pages that align with user intent found in AI search results. The product automates the production of web content to match specific campaign goals.
Rakuten Advertising launched Mirai as an optimization agent for affiliate marketing. The AI agent manages campaign performance by identifying high-value partnerships and traffic sources. The tool automates adjustments to maximize returns for advertisers and publishers.
Revelir announced Revelir Insights to analyze customer experience data. The AI analyst reviews enterprise quality assurance records to identify patterns in user feedback. The product provides teams with actionable information to improve service outcomes.
Salsify unveiled SalsifyIQ as an intelligence layer for commerce. The product uses AI to manage product experience data across different retail channels. The tool supports agentic commerce by ensuring product information remains accurate for automated buying systems.
Sendbird launched Agent Steward to provide autonomy in customer experiences. The product allows businesses to deploy AI agents that manage support interactions without constant human intervention. The tool focuses on ownership and control over the brand’s automated communication.
Shout Digital released a content gap tool to increase client visibility. The AI-driven tool identifies topics that competitors cover but the client does not. This information helps brands create content that satisfies the requirements of search and AI results.
Smartly introduced Smartly Incrmntal to measure the actual impact of advertising spend. The product uses AI to conduct incrementality testing across social and digital channels. This data helps marketers understand which ads drive new sales versus those that reach existing customers.
StackAdapt announced a pilot program for ads in ChatGPT. The product allows marketers to place advertising content within conversational AI threads. AI manages the targeting and delivery of these ads to reach high-intent audiences.
Studio 1119 launched two applications for e-commerce platforms. These AI-powered tools assist businesses in managing store operations and customer interactions. The products are scheduled to expand to major platforms by the end of the second quarter.
Toast debuted Toast IQ as part of its spring release for restaurants. The product uses AI to analyze restaurant data and suggest ways to grow revenue. The system assists owners in managing operations and understanding customer dining habits.
Verse AI integrated with VoApps to combine text outreach with direct voicemail. The product uses AI to manage lead engagement through multiple communication channels. The tool delivers messages to consumers without requiring a live phone call.
VisRank launched a free audit tool for SEO and AI search visibility. The product evaluates how a brand appears in traditional search engines and generative AI responses. Users receive a report on their current digital presence and areas for improvement.
XstraStar introduced a full-funnel optimization service for generative engines. The product uses AI to enhance brand visibility throughout the customer journey. The service helps organizations rank higher in the answers provided by AI search tools.
Yellow.ai launched Nexus Vox to provide voice AI for enterprises. The product can clone a brand’s specific voice and operate in 500 different languages. The tool deploys in under a second to manage customer phone calls and voice interactions.
Zefr introduced the Agentic Hub for social media campaigns. The product uses AI to manage cross-platform advertising and ensure brand safety. The tool monitors content to place ads in environments that align with brand standards.zSellify launched an AI platform to assist local businesses with their online presence. The product automates the creation of marketing materials and social media posts. The tool helps small companies reach local customers through digital channels.
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Constantine von Hoffman is senior editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
Google’s “preferred sources” feature allows users to customize their search results by selecting news outlets they want to see more often in the “Top Stories” section.
Content marketing
New guidance from IAB Tech Lab aims to help publishers and content owners decide how to manage AI crawlers, bots, and other non-human traffic.
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AI can speed up every marketing team. The bigger challenge is avoiding commoditization when everyone uses the same tools.
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Companies that organize and structure metadata have a major edge in AI-powered search and personalization.
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New research finds consumers accept AI in marketing when it adds value, but many reject ads that feel generic, intrusive, or emotionally hollow.
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Content marketing
New guidance from IAB Tech Lab aims to help publishers and content owners decide how to manage AI crawlers, bots, and other non-human traffic.
Marketing management
AI can speed up every marketing team. The bigger challenge is avoiding commoditization when everyone uses the same tools.
Content marketing
Companies that organize and structure metadata have a major edge in AI-powered search and personalization.
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New research finds consumers accept AI in marketing when it adds value, but many reject ads that feel generic, intrusive, or emotionally hollow.
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