From keyword stuffing to content farms and scaled link-building schemes, SEO has a history of tactics that delivered short-term visibility but little lasting value. Today’s fixation on AI visibility risks following the same pattern. AI search visibility matters, but it shouldn’t come at the expense of useful, original content.

Over 80% of marketers plan on increasing their influencer investments over the next year. But are consumers done with creator content? Influencer fatigue is not a cut-and-dried issue. Brands, agencies, consumers and even the influencers themselves all have a different take. But, every part of the system has a breaking point. If that’s the case, the industry needs to ask itself: Is creator marketing heading toward a time when everyone starts saying “no influencers”?

One of the biggest takeaways from the Association of National Advertisers’ brand conference was how much chief marketing officers are struggling with annual planning. As AI backlash, financial concerns and worsening consumer sentiment pressure the industry, it’s nearly impossible to have the foresight to plan for what might be around the corner tomorrow, let alone 12 months from now.