Over the last year, there have been many pronouncements made about how AI will make the workplace more productive. In fact, 96% of C-suite leaders expect such gains. New research is emerging that paints a more mixed picture of the actual impact of AI on workplace productivity. According to one study, 77% of employees believe that AI has increased their workloads by adding tasks like reviewing output from AI tools. Another study found that that AI ‘power users’ save 30 minutes per day on average. So how can employees and teams see productivity gains? Barriers to AI adoption and productivity include lack of understanding of AI, education on AI, and organizational AI strategy. Boosters include support from senior leaders, role-specific training, and working in an innovative corporate culture.
As we all tinker with AI tools in our own work, I found this one habit of ‘power users’ useful: they are 49% more likely to pause before a task and ask themselves if AI can help. Something that I am trying to do more often.
AI & Search
Once ChatGPT took off, it seemed like search was the first area to be disrupted as more people turn to AI to answer questions and find information. Google sort of tried to disrupt itself, albeit unsuccessfully (so far) with its search generative experiences. Now, OpenAI is launching a search product – SearchGPT. It differs from traditional search in that it is designed to provide an answer (not links), and provides a more conversational interface that allows for follow-up questions. Personally, the more I have used ChatGPT, the more frustrated I am with Google search. I now find it annoying to think of the keywords to enter that will most likely lead me to the content that I want, followed by wading through what now feels like a wall of ads. Regardless of whether SearchGPT is a hit, online search should benefit from some long-overdue user experience enhancements.
So, what will this mean for marketers? For starters, we all need to learn a new buzzword: Generative Engine Optimization (or GEO, to go with your SEO). This refers to optimizing your content to improve its visibility within AI-generated queries – like results provided by ChatGPT. Ethan Mollick recently encouraged brands to experiment, to essentially try to ‘rank’ higher than competitors. Tom Roach recently explored the concept of ‘Share of Model’ (like Share of Search, but for GenAI). A recent study also shows that brands can boost visibility by 40% in generative engine responses. Recommended tactics include citing sources, adding statistics, including quotations, and using authoritative language.
Fresh Research
Attitudes toward AI in US (YouGov): This research segments US Adults into groups based on their attitudes towards and use of AI: AI Ignorant (29%), AI Abstainers (34%), and AI Optimists (37%). A good reminder if you are trying to get a large team to adopt an AI tool that people’s attitudes will likely differ.
2024 Consumer Trends Report (Dan Frommer): Covers a wide array of trends including expensive beauty products, Ozempic, Zyn, and other things we all probably spend too much money on.
2025 Trends (TrendHunter): Why stop at 2024 trends when you can read 2025 trends?! This report is packed with ~100 trends with examples spanning tech, retail, health, and culture – well worth a skim.
Hype Cycle for Digital Marketing (Gartner): Updated chart that shows Generative AI for Marketing at the Peak of Inflated Expectations (brace yourself for the drop into the Trough of Disillusionment everyone!)
Cool Beans
GenAI Video: OpenAI recently released a trippy new video creating using Sora. Piotr Bombol also shared an interesting behind-the-scenes story of the creation of an unofficial Volvo commercial made from 500 generations to produce 45 shots.
The Negotiator: If you’re looking for some help with an upcoming negotiation, check out this custom GPT that provides you with a customized plan. It will even draft emails for you, and play devil’s advocate.
tinyPOD: Love this new hardware product that turns your Apple Watch into an old school iPod with scroll wheel. If this can stop my watch from telling me to constantly stand-up, I’m in.
