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Marketing Psychology in Real Life | To the Power of X, Ep. 4

Courtney Turrin spent grad school studying which social signals monkeys find worth their attention. A ticket scalping site still got her with “last tickets in...

Graph showing how often AI overviews appear in Google search results

AI Overviews Just Hit 75% — Four Months Ahead of Our Own Prediction

By: Will Melton

In March, when we reported that AI Overviews had hit 65%, we wrote that if the expansion rate held even partially, the 75% threshold would...

Screenshot of Google AI Mode explaining Google AI Mode

Google AI Overview Has 1 Billion Users a Month Now. Here’s What it Means for Your Business.

By: Jenna Pace

Google has reported that their AI mode has surpassed 1 billion monthly users, up from 100 million this time last year, and that is a...

Illustration of SEO, AEO, and a heart symbol illustrating mid-market business success.

Why SEO & AEO Works So Well for Mid-Market Businesses

By: Jenna Pace

Mid-market businesses are uniquely positioned for success with SEO and AEO efforts for multiple reasons. Here’s why it’s a smart investment....

Is AI Slop Hurting Your Staff?

By: Kayleigh Crandell

TL;DR: Layoffs are reversing, AI content is tanking rankings, and executives are trusting tools built to flatter them. Dig into the issues with AI experts....

Diagram depicting the how to test Persuasion vs Manipulation in Marketing

Persuasion vs. Manipulation in Marketing: The Real Line is Method, Not Origin

By: Courtney Turrin

Our last post ended on a question I said deserved its own treatment: how do you tell the difference between surfacing a need someone already...

Diagram depicting the effects of Reverse Inference in Marketing

Your Marketing Analytics Can Tell You What Happened. They Can’t Tell You Why.

By: Courtney Turrin

A marketing team moves the call-to-action button to the top of a landing page. Conversions climb 25 percent. The team attributes the improvement to the...

A flowchart illustrating query fan-out, where a single question branches out into multiple sub-queries that all converge into one comprehensive answer.

Query Fan-Out Rewards One Page That Answers Many Questions

By: Isaac Marcuson

TL;DR: Ask Google’s AI Mode one question and it searches several related ones. They call this query fan-out. Many agencies and tool vendors answered by...

hand holding a magnifying glass in front of a laptop with "AI" in the center

“What Is AI Saying About My Business?” Is the Wrong Question

By: Kayleigh Crandell

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....

road signs with "new tool" pointing all directions with standalone "strategy" sign.

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...

To the Power of X podcast hosts Chuck McCarthy and Kayleigh Crandell interview guest Jenna Pace

We Need to Talk About How You’re Using ChatGPT | To the Power of X, Ep. 3

By: Kayleigh Crandell

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...

Four overlapping colored planes in blue, green, violet, and gray representing Claude's four tiers: Chat, Projects, Cowork, and Code.

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...

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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X21 Podcast: To The Power of X

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