AI Strategy

The shift to AI-driven discovery has introduced a subtle but significant change in how vendors are evaluated. Buyers are no longer building shortlists by navigating websites or comparing pages. Increasingly, they are asking AI systems to interpret the market and recommend options. These systems do not operate like traditional search engines. They do not rank […]

In the first article of this series, we explored how invocation marks the next evolution of digital discoverability — the shift from being found to being called. Invocation is about readiness: when a system or user asks for something to be done, your brand is what gets pulled into that action. But here’s the unglamorous

Why the Data Layer Comes First In the last article, “From Visibility to Callability,” we proved that invocation isn’t theory anymore — it’s happening right now.Platforms like Google, Shopify, Walmart, and OpenAI have already re-engineered around structured, callable data. The evidence is overwhelming: if your data can’t be called, your brand can’t compete. But evidence

I recently had dinner with my great and GSI Co-Founder friend Jeremy Sanchez, and our conversation turned to where AI is taking marketing and search. Jeremy was telling me where he thought it was going and used the term “invocation,” and it struck me immediately as the right word for the even larger AI shift

Introduction: The Changing Landscape of B2B Lead Generation For over a decade, B2B marketing teams have perfected a simple, high-performing strategy: create valuable content, gate it behind a form, and trade insight for identity. Whitepapers, eBooks, webinars, and proprietary research fuel demand generation, fueling email campaigns, sales pipelines, and attribution models. And it worked—very well:

FAQ pages must evolve beyond keyword-matching blurbs used as featured snippet bait into intent connectors by creating a chain of answers that anticipates and guides users deeper into their answer journey, creating a more cohesive, intelligent brand experience. In the age of AI agents and predictive search, the FAQ isn’t the end of the answer—it’s