Can agencies fix the AI disconnect between the C-suite and marketing teams? Boathouse is trying to

The hype around generative AI has marketers in a bit of a tizzy. C-suite executives from the CEO to the CFO and CMO are pressuring their marketing departments to adopt AI — but oftentimes without a coherent strategy or the necessary tools. 

Those are the top-line findings of new research released yesterday from marketing intelligence platform Supermetrics. The 2026 Marketing Data Report, basically shows a gap between AI ambition and operational reality in marketing departments that’s only getting wider.

Which explains why agencies continue to beef up their AI smarts — as a means of helping to guide their clients through the morass of knowledge, strategy and technology to implement gen AI. 

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The Rundown: Why YouTube has become key for brand GEO strategies

Marketers worried about improving their brand’s profile in LLM chatbot results or within the concise summaries of Google’s Overviews have mostly focused on the world of text: earned media coverage, website copy or user-generated reviews.

Lately, they’ve been pivoting to video. More accurately, to transcripts of videos. According to SEO company BrightEdge, YouTube is now a top source for LLMs and is leant on by the likes of Gemini and ChatGPT more frequently than Reddit, showing up in 29.5% of Google AI Overviews.

“In the past month, it’s become clear that YouTube is now outpacing Reddit in terms of citations,” said Christine Schrader, vp of strategic innovation at Wpromote.

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