Marketers question expensive AI visibility tools as inconsistent results fuel skepticism

May 01, 2026 The so-called zero-click reality has ushered in a slew of tools promising insight as to when and where a brand is referenced in AI chatbots. Google users are less likely to click through links when an AI summary appears in the results, according to Pew Research Center. Those who were met with an AI summary clicked on a traditional search result link in 8% of all visits, per the research. In contrast, those who didn’t encounter an AI summary clicked on a search result nearly twice as often. Advertisement TOP STORY Zero-click Future Marketers question expensive AI visibility tools as inconsistent results fuel skepticism Marketers flock to AI visibility tools in a zero-click world. But inconsistent results and a lack of benchmarks are fueling skepticism. OTHER THINGS TO KNOW The agentic era is moving quickly — from concept to live campaigns in record time. Publishers who are agent-ready gain a competitive edge with more RFPs, more direct business wins and higher CPMs. Partner insights from Optable. According to research from Keen Decision Systems, only 10% of marketers incorporate prior knowledge into their forecasts, an indication that most start from scratch every time. Partner insights from Keen Decision Systems. AI gives marketers speed. Landing pages that used to take weeks to build now take minutes. But people with disabilities stop buying from brands whose AI-built sites make it impossible to complete a purchase. Partner insights from AudioEye. MARKETING Member exclusive Future of Marketing Briefing: YouTube’s creator data play is an on-ramp, not a destination YouTube is giving brands something they’ve been asking for. The question is whether getting it makes them want something it can’t yet provide. PARTNER INSIGHTS FROM GOOGLE AD MANAGER How publishers are overcoming challenges to capture the $4 billion global live streaming market If publishers want to nail a borderless live event, the tech must guarantee a seamless viewing experience — a single, central ad server can’t handle millions of concurrent requests. Edge-based models help minimize latency for efficient scale. MEDIA & PLATFORMS Marketing on Platforms X upgrades its ad platform in long overdue overhaul This is the platform’s biggest update in its history, having previously been criticized for not keeping up with peers on performance. The Business of AI Taboola’s next act: an AI answer engine for publishers HuffPost UK, Reach and USA Today Co. are rolling out Taboola’s AI-powered answer engine to boost engagement. The Business of AI USA Today Co.’s AI licensing deals drive 'notable' revenue in Q1, despite pressure on traffic and programmatic USA Today Co.’s AI licensing deals helped drive meaningful year-over-year revenue growth in Q1, despite pressure on traffic and programmatic. PARTNER INSIGHTS FROM NEXXEN How native CTV is capturing the lean-in moment for advertisers The NewFronts made one thing unmistakable: CTV has moved decisively into its performance era. The industry conversation is no longer centered on reach alone, but on which formats can most effectively turn attention into action. Advertisement PARTNER INSIGHTS FROM PATHLABS In an AI-driven landscape, independent agencies are prioritizing operational consistency As campaign complexity grows, agency leaders are getting pulled back into the weeds. But clients don’t see process breakdowns — they see unmet expectations. SPORTS MEDIA The Creator Economy Baller League's creator strategy: reach is not the same as fandom Baller League’s growth strategy: build fandom first, sell franchises second. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy