Marketers question expensive AI visibility tools as inconsistent results fuel skepticism

The latest industry phrase keeping marketers awake at night is AI visibility.

The so-called zero-click reality has ushered in a slew of tools promising insight as to when and where a brand is referenced in AI chatbots. Google users are less likely to click through links when an AI summary appears in the results, according to Pew Research Center. Those who were met with an AI summary clicked on a traditional search result link in 8% of all visits, per the research. In contrast, those who didn’t encounter an AI summary clicked on a search result nearly twice as often.

As site traffic wanes and more people turn to LLMs, the industry is grappling with whether the tools are a strategic necessity or the latest ad tech grift.

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Baller League’s creator strategy: reach is not the same as fandom

Baller League has something rare in creator economy business circles: a plan that doesn’t end with it becoming a media company. Instead it wants to become a sustainable sports league. 

That’s not as obvious as the name suggests. Most creator-led sports properties have ended up caring more about the entertainment wrapper than the sport inside it – the spectacle, the IP and the media rights. Baller League. The six-a-side indoor soccer league where creator-managed teams stream free on Youtube and Twitch, thinks the sport itself is the asset worth building. 

“Being a sports league is the priority,” said CEO and co-founder Felix Starck. This [soccer] is the most played sport in the world and we want to give it a stage.”

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