Right now, when someone searches using ChatGPT, Perplexity, or Google's AI Overviews, the results are built almost entirely from earned, owned, and organic content, not paid placements. Roughly 94% of links AI search tools cite are non-paid media. So what does this mean for your marketing budget? Think of paid media as a faucet. When you turn it off (and sometimes, even when you just turn it down) it stops. You always have to pay for more to come out. Most brands haven’t mastered the art of earned media yet and it is an invaluable marketing tactic for 2026 and beyond. Earned media compounds. And it can be one of the most valuable strategies with long term ROI for years to come.

For 5 years, Conversate Labs has helped brands do something most marketing firms can't: understand their audience deeply, and then execute on new insights. We've run focus groups for Fortune 100 companies, designed research that informed global product launches, and helped brands and leaders communicate in a way their employees and customers actually respond to.

We are putting the “I” in AI at Conversate Labs. Over the past few months, we have all been hearing and talking at length about AI. Just like you, we are committed to bringing the latest technology to our clients. But the question still remains, what value does it bring to you and the work you do everyday? After talking with so many clients, vendors, suppliers, and thought leaders, Conversate Labs has been working to help answer this question and maximize the value AI can bring in helping solve complex problems. Whether you are entering a new market, trying to find new customers, launching a new campaign, or evolving a product line, there are many ways to integrate AI solutions to connect with you audience to help make great decisions to grow your business. So where do we see AI in the future of insights? Turns out, it starts with you and “I”!

A new year. A clean slate. A chance to start fresh. We all get to start the new year with hope and optimism. But the best brands today take it as an opportunity for a chance to look back and learn, while also understanding what’s relevant to today’s consumer.  Affordability will be a top concern and be at war with brand affinity. The Best Global Brands according to Interbrand reported increases in global brand value to $3.6 trillion, up 4% in 2025. So what are the best brands doing right that we can learn in a price sensitive market?

Bud Light, Nike, Apple, and American Eagle. When it comes to knowing what to say and when, it seems like no brand is safe. Take the recent American Eagle ad that went viral for offending many for its reference to “good jeans”, a stray from its All-American brand strategy. The ad briefly caused a small stock increase, then produced a -80 point swing in brand sentiment. Our blog will explore how your team can create a winning brand and communications strategy, without offending customers, in 2025.

How do you stay relevant in a politically charged year? A recent study found a swing towards more positive opinions from Americans wanting companies to take a stance on important topics. However, this does not mean to to jump in right away. Yes, being more open and transparent will win over workers and customers, but ensuring it aligns with your values and strategic objectives is key - they will call you out on if you miss the mark. Let’s explore the top messages of 2025.

Will you ever forget March 2020? I remember vividly my family was going on vacation for Spring Break until the news broke of the Coronavirus. Airports shut down. Hotels closed. Freeways were empty. Offices were quiet. We spent the next several days, weeks, months, and years fearing the unknown and adjusting to our new life at home.

It’s no secret the impacts of the COVID-19 pandemic on Americans were profound. Conversate Labs knows the importance of continuing the conversation when an unprecedented event like this has had such a significant impact on our lives and work.

In a world of AI and modern technology, we are producing more goods faster than ever before, but have we forgotten to bring the customer along with us in our journey? Today’s customers have high expectations. From quality to delivery, people expect an exceptional experience with your brand and want a two-way interaction with your product or service in real-time. As innovations soar and technology investments are made to improve the supply chain, companies today are struggling to tell their story and reach the next generation of customers. Without a clear focus on customer touchpoints that greatly improve the experience, companies are missing opportunities to build trust and long-term loyalty. That’s why we recommend going back to the basics of connecting with your customers in 2025.

You have approval to launch a new brand campaign and everyone on your team is so excited. But now you ask, “What should we say?” So many of us get captivated by fancy designs, new ads, and empty promises. But the real work of great marketers and communicators today lies in their ability to connect and care, or what we are advising our clients to focus on the 5 Cs of great communications. What makes someone stop endless scrolling? Why does one ad make you laugh or cry and the other to take a bathroom break? How can we figure out what makes us purchase that product a month later after several online campaigns? I’m going to give you a sneak peek into the art and science of great branding and explore why focusing on the Top 5 Cs will help you create a winning strategy.

Ever wonder how a company gets started, why a consumer chooses to spend their money or where a store chooses to first open its doors? Figuring out the motivation behind your actions can be a powerful exercise. Purpose isn’t driven by a company, it starts with passionate employees, managers and leaders. Coming together to serve each other, a mission, values, and common goals can’t happen without each other. So how to you reach the next generation when it comes to talking about your core purpose and workplace culture?

With a crowded marketplace, younger generations gaining purchasing power, and the rise of direct-to-consumer sales online, many brands are asking the question - Is brand loyalty lost today? The need to understand brand value and beliefs is where marketers can focus to unlock future loyalty. But what makes someone loyal? I have spent the last 20 years helping companies understand the value their brand has with customers and employees before they make a major change. As mergers and acquisitions happen more frequently, entrepreneurs start their businesses, and old brands look to transform for the future, understanding brand value is an important part of your strategy. How will you stand out while strengthening your brand value?

We have been talking about the growing disconnect between companies and their workers. We decided to ask professionals around the country about their work experiences post-pandemic over the past few years. As we all embrace the new ways of work, some talked about the welcomed change to remote or hybrid work while others were glad to be back in the office. But the conversation quickly turned to what was missing from their career. This wasn’t just a job to them, they were searching for something more. Some talked about the lack of respect or sense of culture, while others want higher pay and flexibility. But there was one thing all workers said was missing from their work experience. But first, let’s start with a story.

As the saying goes perception is reality. A few weeks ago, Disney’s CEO Bob Chapek made national headlines for not publicly opposing the ‘Don’t Say Gay’ bill in Florida. As a result, employees walked out of work in a protest demanding a response from the national icon. Increasingly brands and major corporations are expected to be social advocates on a wide variety of issues by their stakeholders – customers, employees, investors, and their communities. Often finding themselves in the hot seat with everything from their reputation to employee morale and profits at stake, what can brands do when politics hit the boardroom?