Visibility Brief

Visibility Brief
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Visibility Brief is your bi-weekly guide to brand visibility in the age of AI search. Hosted by Yext SVP of Marketing Rebecca Colwell, each episode breaks down how AI is reshaping discovery, and what CMOs, digital leaders, and transformation executives need to do to stay visible when traditional SEO no longer applies. From shifting consumer behavior to platform disruption, we go beyond the buzz to deliver clear, strategic insights you can use, fast. Featuring expert guests, original research, and real-world advice from the front lines of AI adoption, Visibility Brief helps you understand where brand discovery is headed, and how to lead through the change. New episodes every other week.

Episodes

  1. 2 DAYS AGO

    The Future of Paid Search in an AI World

    Paid search isn’t broken…but it’s definitely changing. In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by CEO Mike Walrath for a conversation about the rising cost of paid search — and why AI is forcing marketers to rethink not just tactics, but the entire structure of marketing and measurement.  Cost-per-click (CPCs) are climbing, clicks are disappearing, and nearly 70% of searches no longer result in a website visit. So what happens when the click (the foundation of modern digital marketing) stops being the most important metric? Are paid ads in AI platforms the next evolution, or a replay of search’s earliest monetization debates? Mike draws on his experience building and monetizing one of the web’s first major ad exchanges to explore where AI advertising is headed next, how new models like Gemini and OpenAI are testing monetization,  and what marketers must prepare for as paid and organic blur inside AI-driven discovery. The episode breaks down: Why paid search feels more expensive (and less effective) than everHow AI is rewriting the funnel — and what that means for performanceWhat early AI ad models tell us (and don’t)Why ads and organic visibility are starting to blurWhat marketers should really be tracking when clicks aren’t the goalThe hidden opportunity for marketers inside all the noise If you’re a marketing leader navigating rising paid costs, shrinking clicks, and uncertainty about how AI will monetize discovery, this episode will help you reframe the problem – and see why this moment may be one of the biggest opportunities marketers have ever had.

    34 min

  2. 27 JAN

    Rethinking Metrics in an AI-First Era

    In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by Anthony Rinaldi, Senior Director of Insights & Analytics at Yext, to talk about a growing challenge every marketing team is facing: the old playbook for measuring success is starting to break. Impressions are dropping. Rankings seem less reliable. Traffic doesn’t tell the full story. And yet… business results haven’t necessarily tanked. So what gives? Rebecca and Anthony dig into what’s really happening behind the scenes — how discovery is shifting into AI conversations, why a single click today often represents the work of dozens of searches, and what metrics marketers should actually be paying attention to now. The episode breaks down:Why impressions and traffic are no longer a reliable signalHow “rank” fails to capture the complexity of AI-driven resultsWhat new models of brand visibility can reveal — and why they matterHow predictive ranking  models change measurement and help define performanceWhy benchmarking must be local, competitive, and contextualHow to turn visibility insights into actionIf you’re a marketing leader struggling to explain declining impressions, this episode will help you rethink what visibility really means—and how to measure success in a world where AI mediates discovery.

    35 min

  3. 9 JAN

    Measuring What Matters in an AI-First World

    In this episode of the Visibility Brief, Yext SVP of Marketing Rebecca Colwell is joined by Tim Rickards, Senior Director of Value Consulting at Yext, to tackle one of the most uncomfortable realities facing marketing teams today: declining web traffic and broken performance metrics. Marketers have spent years watching impressions, clicks, and sessions to gauge success. But as AI tools start answering questions before anyone even visits a website, those signals aren’t telling the full story anymore. So if clicks are down… does that actually mean performance is worse? Drawing on decades of experience in financial services and conversations with marketing leaders across regulated industries, Tim explains how AI is reshaping discovery, flattening the funnel, and forcing teams to rethink how success is measured in an environment they can’t fully see. The episode breaks down:Why web traffic and click-through rates are decliningWhat “good enough” answers mean for marketersWhich metrics still matter — and which don’tHow the funnel is flattening, not disappearingWhat to track in an AI-driven visibility modelThe mindset shift marketers must embraceIf you’re a marketing leader staring at soft traffic, messy dashboards, and tough questions about performance in the age of AI, this episode will help you reset — and refocus on what visibility really means now.

    24 min

  4. 23/12/2025

    Why Data Accuracy Will Define the Future of AI Search

    In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward for the final episode of the year — and a timely discussion on one of the most critical issues facing AI today: accuracy. As AI platforms increasingly power discovery, recommendations, and answers, consumers expect accurate responses, every time. But what happens when an LLM gets something wrong – whether it be about a fact, a location, or a brand? And with models improving daily, how should marketers approach their data, and the expanding responsibilities they now share with AI systems? Rebecca and Christian break down Google’s recent FACTS Grounding Benchmark results and Suite, why even top models still make mistakes, and what brands must do to keep their data clean, consistent, and trustworthy across all digital touchpoints, including AI. The episode breaks down: Why accuracy matters more in AI search than in traditionalWhat brands can (and can’t) controlHow models decide when to check facts against the live web, and a simple test marketers can useHow inconsistent data invites errors and hallucinationsWhat high-stakes accuracy really means for brandsWhy memory and corroboration will define 2026If you’re a marketing leader preparing for a world where AI powers a large share of searches, answers, and recommendations, this episode will help you understand why accuracy is becoming the new competitive battleground and how to make sure your brand shows up correctly… when it matters most.

    27 min

  5. 03/12/2025

    Why AI Personalization Finally Works

    In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to break down one of the most fundamental shifts happening in marketing today and what marketers must do to make sure their brand appears accurately when every result is tailored to the individual. For years, marketers have chased the promise of personalized experiences, but why did so many approaches fall short, and what makes this wave of AI different? Today’s AI systems aren’t guessing. They remember customer preferences, understand context, and build a picture of the individual based on what users actually tell them. The episode breaks down: Why traditional personalization failed and why AI finally changes the landscapeHow AI memory and context actually workWhy every user now see different resultsWhy location used to be the strongest signal, and how AI is shifting personalization toward deeper understanding of the individual.What brands must do to stay visible If you’re a marketing leader navigating the shift from guesswork to AI-powered relevance, this episode will help you rethink how personalization works and how your brand shows up in experiences shaped by memory, context, and user intent.

    16 min

  6. 19/11/2025

    What Agentic AI Really Means for Marketers

    Everyone is talking about “agents,” “assistants,” and “autonomous AI;” however, few marketers have a good understanding of what these systems truly do, or what they mean for how consumers discover and interact with brands.  In the third episode of The Visibility Brief, Rebecca Colwell, SVP of Marketing at Yext, and Christian Ward, Chief Data Officer, discuss one of the most trending concepts in AI today: agentic AI. They discuss the real definition of agentic AI, how these systems behave, and how marketers can prepare for a world where AI doesn’t just answer questions, it takes action. From executing tasks to personalizing decisions, agentic AI represents a major shift in how brands show up, compete, and stay visible today. Christian and Rebecca break down: What agentic AI actually is. Christian explains what agentic systems are and how to distinguish simple automations, guided assistants, and fully autonomous agents, and why that difference matters.How AI agents will reshape consumer behavior. We explore the emerging reality of AI assistants researching, recommending, and even completing tasks for consumers, and what that means for visibility throughout the buying journey.Why structured data determines your visibility. Recent Yext research across more than 6.8 million AI citations reveals a huge finding: your website, and how you structure your data, is now the strongest signal large-language models (LLMs) use to answer questions about – and eventually take actions on behalf of –  your brand.How memory and personalization shape results. Christian unpacks how AI agents leverage chat history, use location, loyalty, and context to build preferences on behalf of users to determine which brands to surface.How to evaluate “agentic” tools. Christian shares the key questions every marketer must ask to separate true agentic AI from marketing fluff. In this episode, Rebecca and Christian provide a practical, non-technical guide to understanding agentic AI, and how it will fundamentally reshape search, loyalty, and the customer journey. If you’re a marketing or digital leader preparing for an AI-driven future where AI agents actually take action on behalf of consumers, this episode is for you.

    15 min

  7. 12/11/2025

    The Real-Time Retail Shift: AI Citations & Brand Visibility

    When a customer types a question into ChatGPT or Perplexity, how does it decide which brand to mention — and what to say? In this episode of The Visibility Brief, Yext Chief Data Officer Christian Ward joins SVP of Marketing Rebecca Colwell to unpack how AI engines source, summarize, cite, and speak on behalf of your brand in today’s fragmented discovery landscape. From probabilistic reasoning to prompt inversion, this is a candid look at how AI really works — and what it means for marketers trying to stay visible. Drawing on real-world brand behavior and Yext research, Christian shares why structured data is becoming the most powerful asset in your visibility strategy — and how even small data gaps can take your brand out of the conversation entirely. You’ll learn: Why AI doesn’t just search — it decidesHow structured data drives trust, visibility, and speedWhat “prompt inversion” is — and how it’s rewriting the buyer journeyWhy a clean, consistent data foundation matters more than everHow to reverse-engineer what AI engines see when they “look” at your website Whether you're leading marketing, data, or digital strategy, this episode offers a practical, grounded roadmap for making your brand findable, credible, and cite-able in an AI-first world.

    15 min

  8. 29/10/2025

    Why Your AI Strategy Is Really a Data Strategy

    In the debut episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to unpack how AI is fundamentally reshaping the way consumers search — and what that means for brand visibility today. Search isn’t just about keywords anymore. Consumers are asking more complex, personalized questions, and AI platforms like ChatGPT, Gemini, and Claude are becoming the first stop for answers. So how do you make sure your brand surfaces — and shows up accurately — when there's no traditional search result to optimize for? Christian breaks down: How AI understands and interprets brand informationThe difference between structured and unstructured dataWhy citations are the new backlinks in the world of LLMsHow location, memory, and personalization shape resultsWhat marketers need to do right now to stay visible in AI search"Your AI strategy is just your data strategy. If your information isn't structured, you're invisible." Plus, Christian shares insights from Yext’s proprietary research on over 6 million AI citations — revealing how AI platforms really decide which brands to recommend. If you’re a marketing leader trying to future-proof your strategy for the AI era, this episode is your starting point.

    12 min
  • 8 Episodes

About

Visibility Brief is your bi-weekly guide to brand visibility in the age of AI search. Hosted by Yext SVP of Marketing Rebecca Colwell, each episode breaks down how AI is reshaping discovery, and what CMOs, digital leaders, and transformation executives need to do to stay visible when traditional SEO no longer applies. From shifting consumer behavior to platform disruption, we go beyond the buzz to deliver clear, strategic insights you can use, fast. Featuring expert guests, original research, and real-world advice from the front lines of AI adoption, Visibility Brief helps you understand where brand discovery is headed, and how to lead through the change. New episodes every other week.

Information

  • Creator
    Visibility Brief
  • Years Active
    2025 - 2026
  • Episodes
    8
  • Rating
    Clean
  • Copyright
    © 2025 Visibility Brief
  • Show Website
    Visibility Brief

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