Andy Lopez was elevated to Chief Marketing Officer of Behr Paint Company last month, a role that includes product strategy and innovation alongside marketing oversight. His new mandate: unifying the consumer experience across Behr’s digital ecosystem.

For one, the brand just relaunched its website, transitioning from an ecommerce shop to what Lopez calls a “color destination.” And he continues to build out ChatHUE, Behr's AI color tool built with Google Cloud. We spoke with Lopez about his new day-to-day, how Behr is defending itself against AI search, why creators should shape their own messaging and the brand’s steady expansion into the Pro segment.

The lack of a standardized measurement framework makes tracking AI search performance challenging. In an attempt to solve that pain point, IAB published “Measuring Visibility in the AI Era,” which aims to codify the definitions, quality criteria and standards relevant to measuring GEO, AIO and other aspects of non-paid AI-powered discoverability. We review what’s in the report.

Meanwhile, shoppers arriving at a retailer’s site from an AI source spend 53% more revenue per visit and have a 60% higher conversion rate than shoppers from a non-AI channel, according to new Adobe research. But not all sites can be “read” by LLMs. Adobe assigns an AI visibility score to retailers’ websites by category.

Nearly 30 years after Goldfish debuted the marketing jingle “The snack that smiles back,” the CPG brand is recycling the tagline for its latest marketing campaign. We spoke with Chris Tutor, VP of Advertising and Design at The Campbell’s Company, about the back-to-school initiative.

Lastly, we look at how Malört’s reputation as a spirit that tastes terrible is actually fueling sales. Its latest campaign, "My First Malört," features stories of people’s first times trying the beverage, and it’s the brand’s largest campaign yet.

Until next week,