ChatGPT Ads Don't Buy Their Way Into AI Answers, OpenAI Says
OpenAI's Abhilash Edathil confirmed ChatGPT ads never inform the model's answer. Go Fish Digital laid out a GEO framework: presence, representation, competitiveness.
Tom Whitfield
Staff writer covering consumer brands and retail at Marketing Herald.
58 articles
Articles by Tom Whitfield
AI Search Queries Have Quadrupled in Length — and Ecommerce Must Adapt
LLM-driven queries average 24 words versus six on Google, says Optiversal CEO Lucas Tieleman — and bot traffic is rewriting ecommerce discoverability.
'Repetitive, cliché, boring': Sir John Hegarty on marketing's failure of creativity
Sir John Hegarty says marketing's creativity crisis has 'gotten worse', blaming data worship and left-brain leadership for an industry that audiences increasingly dislike.
YouTube Is Now the Most-Cited Platform Across Eight AI Search Tools
YouTube was the most-cited platform across eight AI tools including ChatGPT, Gemini and Perplexity in August, overtaking Reddit, Meltwater data shows.
WPP Opens 34,000-Square-Foot AI Production Hub in London
WPP has opened Devon's Point, a 34,000-square-foot hub in east London combining AI, virtual and human-led production. More hubs are planned worldwide under its Elevate28 plan.
Ford's Fathom Signals a New Era of Playful EV Naming
Ford spent nine months naming its electric pickup Fathom, reviving evocative nameplates as the industry splits between alphanumerics and familiar badges to normalize EVs.
82% of Global Consumers Use AI, But Only 2.7% Buy Through It
VML's survey of 28,000 consumers in 17 countries finds AI use at 82% but AI engines driving just 2.7% of purchases, as price anxiety reshapes spending.
Outdoor Retailer 2026 Moves the Trade Show Out of the Hall
Outdoor Retailer 2026 sent 75+ attendees into Minneapolis' Theodore Wirth Park for a 57hours orienteering race, putting brands, buyers and creators in the outdoors the industry se…
ChatGPT's Prompt Share Fell From 70% to 50% in Six Months
ChatGPT's share of AI prompts fell from 70% to 50% in six months as Gemini and Claude gained ground, per Comscore — and GEO strategies must follow.
Creators Push Into Upfront Territory as TV Sales Model Strains
Arcade's London upfront, Spotter's CTV event and IAB's CreatorFronts show creators borrowing TV's sales playbook — but unlimited inventory means only the top one percent will get…
Coach Taps Music for Fall Push With Spotify Hub and Bus Tour
Coach launches "Live Your Story" with a global Spotify hub, four Elle Fanning films and a four-country Tabby Tour bus as it courts Gen Z through music.
Google Tests AI Payments, Drops Search Profile Bar to 10,000
Google pilots payments for AI content contributions, cuts Search profile eligibility to 10,000 followers, and Mueller admits AI position reporting falls short.
