Hey y’all,
I’m in one of the biggest work‑hustle stretches of my career right now. We’ve got some very fun things brewing at Praize—both behind the scenes and, soon, in public. I’ll talk about that when it’s time. For now, I’ve got a meaty letter for you.
The question every smart brand, CEO, and CFO is circling right now is pretty simple: AI search looks inevitable, and it’s only a matter of time before consumer behavior tilts harder in that direction—but how do you actually prove it was worth the time and budget?
Being vaguely aware that search and brand discovery are shifting is not the bar anymore. Having case studies for how YOUR brand shows up in AI and how testing has been able to influence it is the current flex. Because this points you closer to answering the burning question of the hour: How does new frontier move revenue and brand gravity?”
AI search is still early, but since the dawn of time, that’s been the whole job of marketing: test, learn, adjust, repeat. Like I’ve said before, anyone who tells you they know exactly how LLMs are surfacing products and brands—and they have all the answers with total confidence—is lying to you. We’ve been in it for about a year and we’re still learning every single week. The point is structured experiments.
Since the start of 2025, I’ve basically been living inside one question: “What is the real, defensible ROI of AI search for brands?” It was obvious this shift was coming, so we got specific: we ran a structured four‑month beta with two very different businesses—a fine jewelry brand and a cookware brand—to see what happens when you combine solid GEO fundamentals with strategic PR and then watch what the numbers actually do over time. We published our first month case study here, but we’ve now got a four-month case study to expand on.
Let’s get into what we actually saw over those four months—and how I think brands should be thinking about ROI from AI search.
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