Insights at the corner of technology and culture.

Traction wins big at the 2025 ANA B2 Awards with three awards — one for GE Healthcare and two for Recorded Future — recognized for excellence in AI, brand identity, and integrated marketing!

Marketers are not spectators in the AI revolution. We are the drivers of change. The question on the table? How do we not just survive this AI wave — but use it to win? At the most recent meeting of the Futureproof Project in New York's Upper East Side, we facilitated a raw, honest, future-focused discussion with a dozen CMOs and marketing leaders on what it means to lead in this new era — where AI agents think for you, data predicts your customer's next move, and the old rules just don't apply anymore.

AI is fundamentally changing how people search—and how brands need to show up. Traditional SEO is giving way to AI-powered platforms that deliver direct answers, not just links. This blog recaps insights from The Futureproof Project: The Future of AI Search virtual session, breaking down new strategies like Answer Engine Optimization (AEO), Search Everywhere Optimization, and the rise of AI agents. If you're not adapting, you're disappearing.

In our latest Futureproof Project session, we broke down how AI is reshaping marketing, why IT and legal are blocking adoption, and why agencies must shift from selling hours to selling solutions. From AI-generated creativity to data privacy concerns and tool overload, we covered what’s working, what’s hype, and how to stay ahead. The future belongs to those who adapt and act.

What is the blank sheet approach to marketing organization design? The blank sheet approach invites leaders to set aside legacy structures and imagine their ideal marketing organization from first principles—creating space for true innovation, AI integration, and customer-centricity rather than incremental improvements to outdated models.

AI isn’t replacing creativity—it’s redefining it. Futureproof: Create explores how creatives can harness AI to work smarter and stay ahead.

In times of intense political division, purpose marketing feels like navigating treacherous waters. And let's be honest, with all the brands trying to "take a stand" these days, there are a lot of marketers getting seasick. With Elon Musk and our president engaged in what appears to be a systematic dismantling of government institutions, the temptation for brands to jump into the fray has never been stronger. It's like watching a bar fight break out and wondering if you should grab a chair. (Spoiler alert: you probably shouldn't.)

In an era where CMO credibility is under fire and marketing technology investments are increasingly scrutinized, marketing organization design helps companies accelerate growth and resource efficiency through AI-powered automation, workflow optimization, and smarter team structures.

In today's digital landscape, simply ranking on the first page of search results isn't enough. Users crave instant answers, and search engines like Google are increasingly delivering them directly within the search results page – the coveted "Position Zero" or "Featured Snippet." This is where Answer Engine Optimization (AEO) comes in, and it's a game-changer for your online visibility.

The results are in and we’re a finalist AGAIN! Traction was named as a finalist for the Campaign US Agency of the Year in the Talent Management category for 2025.

Traction and The Futureproof Project just dropped our groundbreaking 2025 AI Insights CMO Report. We believe it is the most comprehensive and practical resource on marketing with AI available today.

Unlock practical AI strategies to streamline workflows, scale your brand, and automate tasks. Futureproof your marketing today!

5 years ago, we took a leap, pivoting to a Liquid Workforce model. The journey was tough, but reinvention led us to amazing places.

Here's a breakdown of the key changes and how Traction can help you adapt your strategies to succeed in this new era of search.

AI is revolutionizing how brands grow, from efficiency to creative strategy. The key? Balance AI with human insight to unlock its true potential.

If you’re still on the fence about integrating AI into your creative and marketing processes, I hate to break it to you, but you’re already behind.

Yesterday, I had the honor of being invited to speak on the topic of “Building a Brand in the AI Era” at the CMO Alliance Summit in San Francisco.

The marketing landscape is undergoing a seismic shift, propelled by rapid advancements in artificial intelligence. At our most recent meeting of The Futureproof Project, our CEO Adam Kleinberg and AI consultant, Sunil Subhedar, shared a new Futureproof Framework for how brands can harness AI's potential to drive innovation and gain a competitive edge.

About a decade ago, I had dinner with some clients from one of the three largest banks in America. In between bites of his $75 steak, one of them proudly boasted, "In the future, we're not going to be a banking company. We're going to be a data company."

At our latest Futureproof Project event we sat down with Grant McDougall, founder of BlueOcean, with 25 years of experience in marketing and digital product development, he shared valuable insights on the evolving landscape of brand measurement and the role of AI in media attribution.

In the rapidly evolving world of business, AI has become a transformative force. Many companies have individuals experimenting with AI tools, but few have a cohesive strategy or framework for seamless adoption across their organization. This morning, Traction presented our "Futureproof Framework" for AI Adoption to the ANA AI Forum committee, offering invaluable insights on how businesses can effectively integrate AI into their operations.