The FIFA World Cup 2026 is the largest test yet of whether ad spend still guarantees a brand presence in the answer. New three-cycle data from Haute Living and 5W AI Communications says no — and names the $325M+ in invis
I built a new instrument for measuring what AI says when buyers ask. The royal family was the test case. Here's what I learned from running it — and why every operator should care.
Pharma is the largest direct-to-consumer ad category in America. The AI engines are not impressed. New 5W research shows Eli Lilly and Novo Nordisk own the answer — and Merck, maker of the best-selling drug on earth, ran
Three Mars Petcare brands control nearly a third of every veterinary citation in ChatGPT, Claude, Perplexity, and Google AI Overviews. 80% of independent vets are invisible. Veterinary is the warning shot.
Today I published six AI Citation Share scorecards. Eighteen of the world's largest consumer brands. 4,500 audits across ChatGPT, Claude, Gemini, Perplexity, Google AIO. The brands buyers know are not always the brands t
The Anchor Event Era is the structural moment in communications when single events compound in AI engine retrieval for years. A definition.
A new AI visibility study of luxury houses shows the communications industry has been selling reinvention — when the engines that now decide discovery reward consistency instead.
Four notes from the AI Lab Founder Reputation Gap research that didn't make it into the public pieces — November 2023 as stress test, why traditional PR doesn't move retrieval engines, the buildable infrastructure, and t
Six months. Eight founders. Five engines. The research behind the AI Lab Founder Reputation Gap, plus four notes that didn't make it into the public pieces.
The 5W Reputation Index identifies "Control" as the only dimension individuals can directly influence in their online reputation. This article explores what Control measures, its impact, and strategies for durably moving
Research by 5W documents that poor crisis communications between 2020 and 2025 destroyed an estimated $266 billion in market value for public companies. The findings highlight how AI engines now embed crisis content, lea
5W's Wealth Migration Report 2026 uncovers a colossal $124 trillion in wealth expected to transfer over the next two decades. This comprehensive study analyzes high-net-worth migration, intergenerational wealth transfer,