Consumers are increasingly turning to generative AI-powered search in addition to—and in some cases, in lieu of—traditional search engines. In a recent survey from Vox Media, 52% of respondents said they use AI chatbots or alternative platforms—including social—to find information instead of Google. And Gartner has predicted that traditional search engine volume will drop by 25% by 2026 due to AI chatbots.

To address this shift in consumer behavior, some companies are turning to GEO, or generative engine optimization, a strategy designed to improve the discoverability of brand-related content specifically within generative search engines. Others, including the financial services brand Discover, are waiting to see how the generative search space evolves before shifting strategy.

To meet the moment, Matt Lattman, SVP of Card Acquisition Marketing at Discover, is studying how the brand shows up in genAI queries through testing and learning, while also continuing to follow traditional SEO principles. We spoke with Lattman about Discover’s approach to generative search, the challenges of marketing in a regulated industry, channels that work well for the brand and the evolution of data privacy in advertising.

Forty-three percent of businesses produce at least one marketing video a week, according to Wistia’s 2025 State of Video Report—but they’re not necessarily maximizing the value of their work. Only 28% of the more than 1,300 professionals surveyed spend more time promoting their videos than creating them. We look at the report’s core findings, which includes an analysis of video placement and engagement rates as well.

While some brands are using generative AI to produce brand content, Swedish oat milk brand Oatly, known for its original, animated packaging and irreverent copy, is taking a wait-and-see approach, trying to “stay fresh” and largely skipping ChatGPT in an effort to avoid “watered down” content. Here’s the company’s approach to keeping copy and creative original.

Lastly, we look at six engagement strategies employed by brands during the events leading up to the NCAA Women’s Basketball National Championship game.

Until next week,