What a New AI Model Release Changes for Your Brand's Visibility
When an AI engine ships a new model, answers about your category can shift. Here is what changes, what to do in the first week, and what not to do.
Declan Fairbanks
Declan Fairbanks
Strategy, Noma
Writes about answer engine optimisation as a channel: what it is, how to plan for it, and how to report it to the people who fund it.
7 articles
GEO vs SEO Budgets: Where Should CMOs Spend in 2026?
GEO is a layer on top of SEO, not a replacement for it. Here is how CMOs should reason about splitting budget between the two, without a made-up formula.
Declan Fairbanks
AI Search Attribution: Connecting AI Visibility to Revenue
A practical three-layer framework for connecting AI visibility to revenue: the answer layer, the visit layer and the revenue layer, set up with ordinary tools.
Declan Fairbanks
Why Attribution Is the Missing Layer in AEO
AEO measures visibility, citations and share of voice well, but rarely connects them to pipeline. Here is why that gap exists and what a credible attribution layer looks like.
Declan Fairbanks
What Is AI Search Attribution?
AI search attribution connects the influence of AI answers to business outcomes. Here is why it is hard, the methods that hold up, and what it cannot tell you.
Declan Fairbanks
How Do You Report AEO Performance to a CFO?
AI visibility metrics do not map cleanly onto revenue, and pretending otherwise is how budgets get cut. Here is how to report it honestly and still make the case.
Declan Fairbanks
What is Answer Engine Optimization and why it matters in 2025
AEO is the practice of making your brand visible in AI-generated answers — not just search rankings. Learn how LLMs decide who to cite, and three practical first steps to get started.
Declan Fairbanks