“What Is AI Saying About My Business?” Is the Wrong Question
There is no blanket answer! AI systems rewrite your question, personalize the response to the asker, and change daily. Here is what to ask instead....
The Tool Is Not the Strategy: Martech’s First Flat Year Proves It
By: Chuck McCarthy
TL;DR: The martech landscape just posted its first flat year in 15 years, at 15,505 tools, up 0.79%. The value moved into the AI models...
We Need to Talk About How You’re Using ChatGPT | To the Power of X, Ep. 3
Welcome back to To the Power of X, Xponent21’s podcast on AI and marketing. In Episode 3, Chuck McCarthy, Kayleigh Crandell, and Jenna Pace ask...
Claude for Marketers: When to Use Chat, Projects, Cowork, or Code
By: Isaac Marcuson
TL;DR: What decides which Claude product a marketing task belongs in is how much of the process you have written down. Chat demands nothing. Projects...
Google AI Overviews Surpass 70% of Searches — Tracking Toward Full Replacement of Traditional Search by 2027
By: Will Melton
New data from Advanced Web Ranking shows Google AI Overviews now appear in 70.48% of personalized U.S. search results and 56.43% of non-personalized results, as...
The Data Nobody Has: Inside CARL Labs and the Future of AI Marketing Intelligence | To the Power of X, Ep. 2
In episode 2, Chuck, Kayleigh, and Will pull back the curtain on CARL—the Cognitive AI Ranking Lab—and why we created it instead of buying something...
Anthropic Lists Two Web-Search Subprocessors Behind Claude — and the GEO Playbook Missed the Second
By: Isaac Marcuson
TL;DR: The standard Claude optimization playbook rests on 15 launch-day data points. The core claim holds: Claude’s web search runs on Brave. But Anthropic’s own...
They Came for Marketing. We Saw a Bigger Opportunity.
By: Courtney Turrin
Every new franchisee or dealer has been there before: a new business, a long list of unknowns, and a brand relationship that either sets them...
Social Media Stopped Being Social, So I Started a Podcast
Xponent21’s Kayleigh Crandell explores Richmond, VA’s creative scene. Hear from local makers, artists, and innovators on the Creator Spotlight podcast....
When Marketing Works Too Well
By: Will Melton
We almost lost a client because our marketing work for them was too successful. But Xponent21 is a full-scale innovation partner, so we do more...
How Nonprofits Are Leveraging AI and Technology to Advance Their Mission in 2026
By: Will Melton
A practitioner-led series from the front lines of nonprofit technology discovery and deployment. Crawl, then walk, then run — at whatever pace makes sense for...
Where Does Your Nonprofit Stand? The 4-Rung AI Adoption Ladder
By: Will Melton
Before you can advance your mission with technology, you need to know where you’re starting. This is the second article in the The Nonprofit AI...
(opens in a new tab)X21 Podcast: To The Power of X
To the Power of X is our podcast where our team talks about marketing and AI like we do in the office: honestly, specifically, and without the hype.
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