Understanding AI in B2B categories

Your AI Visibility Metrics Are Lying to You: How Conversational Context Shapes AI Responses

AI names the same brands whichever path a buyer takes, but frames them differently, steering them to different vendors. New research on why prompt tracking misses the crucial detail of AI responses.

The HRTech Content Benchmark: What 90,000 pages say about HRTech Content in the AI Era

HRTech content is exceptionally well optimised but woefully undifferentiated. Just 5.7% shows high information gain. New research based on analysis of 90,000 pieces of content.

“Dark AI” and What Actually Drives AEO Influence

Just 16% of AI responses in B2B journeys cite a brand. New research on the awareness and consideration conversations that shape category narratives and shape buyer decisions.

Fintech Content in the AI Era: 2025 Benchmark Report

Short-form content exploded from ~25% to 65% of all fintech output in four years. New research on how AI reshaped the category's content and the content debt brands are quietly accruing.

What AI Actually Sees: System Prompts, Context, and AI Visibility Tracking

Your prompt is only one part of what an LLM actually reads. Here's what really shapes AI answers about your brand, and why most visibility tracking measures an output no buyer ever sees.

What is Information Gain and Why is It Critical for AEO

Canon Concentration: The AEO Metric That Tells You Whether Your Visibility Actually Means Anything