Jul 18, 2025

One false answer is all it took to make me skeptical of AI Search answers. I asked for movies playing near my zip code, which gave me movies playing near a zip code on the other side of the state — a minor thing, but a big lesson. 

For contributor Alicia Arnold, the false answer came when she was researching health data, so the stakes were higher and it wasn’t as easy to spot. She explains how AI Search can erode data literacy and what brands can do to protect themselves. 

Also, Mark Stouse lays out how to show the CFO that ​​your GTM spend isn’t just an expense — it’s an asset.

Reminder: The MarTech Conference is on September 17. It’s a one-day deep dive into data and AI, with six live panel discussions. It’s online and free to attend. See the agenda and register for free right here.

Constantine von Hoffman
Managing Editor

 
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B2B marketing

Your GTM spend isn’t just an expense — it’s an asset

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Causal AI brings audit-grade clarity to GTM, enabling a shift from cost-center thinking to asset-based strategy in marketing and sales.

Search marketing

When AI summarizes health data, small errors become big risks

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A credible health stat didn’t hold up. This real-world example reveals how AI search can mislead and how healthcare brands can respond.

HubSpot

14 HubSpot updates from June 2025 you can’t miss

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HubSpot’s June updates will help with smarter AI, cleaner data and more power across the platform. Here are the updates you need to know.

MarTech intelligence reports

The era of easy targeting is over. Now what?

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As cookies fade and privacy tightens, this Martech Intelligence Report shows how identity resolution platforms are powering the next era of customer recognition. Get a clear view of the leading vendors, emerging tech, and what it takes to adapt now.

Marketing artificial intelligence (AI)

The latest AI-powered martech news and releases

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Apple's investors are unhappy the company isn't spending more on AI, even as SEC filings show companies don't think they'll get ROI from it.
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Marketing artificial intelligence (AI)

Your AI strategy is stuck in the past — here’s how to fix it

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Nearly half of all AI projects are abandoned before launch. Learn what separates failed pilots from scalable success.

Marketing artificial intelligence (AI)

A practical guide to agentic AI

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See how autonomous AI agents are streamlining CX across sales, support, and marketing — not just with faster responses, but with real, measurable impact.

Search marketing

How AI is changing the rules of web traffic

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Web traffic is changing in ways your analytics may not reveal. Learn how AI impacts site visits, what data you’re missing and more.

Online Event

Data and AI are rewriting the rules of marketing… are you ready to lead?

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Attend MarTech, online September 17, to learn how to modernize your stack and leverage the combined forces of AI and data to enable smarter, more compliant customer experiences.

Meet the new MarTech

What else we're reading
Good reads and conversations to help good marketers get better.
 

MarTech research
Surveys and research reports to make you a more-informed marketer
  • Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

 

What they're saying
  • “If an investment’s benefit unfolds over time and can be reliably measured, then by GAAP standards, it qualifies for capital treatment. For decades, marketing and sales have failed this test. Not because they didn’t generate long-term value, but because we couldn’t prove it. Now we can.” – Mark Stouse in Your GTM spend isn’t just an expense — it’s an asset.
  • “Zero-click search is becoming the norm — AI delivers instant answers, and users rarely look beyond them. However, when the topic is health, overlooking original sources or subtle nuances can lead to serious misunderstandings.” – Alicia Arnold in When AI summarizes health data, small errors become big risks.
 

From Search Engine Land

 

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