The Hybrid House

𝐈𝐬 𝐀𝐈 𝐒𝐞𝐚𝐫𝐜𝐡 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞? 𝐌𝐚𝐲𝐛𝐞. 𝐒𝐡𝐨𝐮𝐥𝐝 𝐘𝐨𝐮 𝐏𝐚𝐧𝐢𝐜? 𝐃𝐞𝐟𝐢𝐧𝐢𝐭𝐞𝐥𝐲 𝐍𝐨𝐭. 58% of consumers now use AI tools like ChatGPT and Perplexity for product recommendations - up from just 25% in 2023. AI search referrals to retail sites jumped 1,300% during the 2024 holiday season. How should marketers react to these trends?! 𝐖𝐡𝐚𝐭 𝐭𝐡𝐢𝐬 𝐦𝐢𝐠𝐡𝐭 𝐦𝐞𝐚𝐧: We're seeing the early stages of what some are calling "Share of Model" how often your brand appears in AI-generated answers. When someone asks ChatGPT  a question - will your brand be mentioned? It's worth paying attention to. But it's not time to abandon everything you know about SEO. 𝐇𝐞𝐫𝐞'𝐬 𝐭𝐡𝐞 𝐫𝐞𝐚𝐥𝐢𝐭𝐲: The fundamentals haven't changed. Good SEO has always been about creating quality content, demonstrating expertise, and being discoverable. These same tactics will help you whether people find you through Google, ChatGPT, or whatever comes next. Think of LLM optimisation less as "gaming a new system" and more as "being genuinely helpful and authoritative." AI tools pull from trusted sources with clear expertise—the same content principles we've always valued. 𝐖𝐡𝐚𝐭 𝐭𝐨 𝐝𝐨 𝐧𝐨𝐰: ✔️ Keep doing good SEO - it still works and builds the foundation for everything else ✔️ Focus on creating genuinely helpful, authoritative content ✔️ Build credibility through consistent, expert messaging ✔️ Stay curious about how AI search evolves, but don't overthink it yet The brands that'll succeed aren't the ones chasing every new trend. They're the ones staying discoverable, credible, and useful—no matter where their audience is searching. 𝐇𝐨𝐰 𝐰𝐞'𝐫𝐞 𝐡𝐞𝐥𝐩𝐢𝐧𝐠 𝐜𝐥𝐢𝐞𝐧𝐭𝐬 𝐧𝐚𝐯𝐢𝐠𝐚𝐭𝐞 𝐭𝐡𝐢𝐬: At our core, we help clients accurately judge the impact of all their marketing and media activity - whether that's PR, traditional search, SEO, or emerging channels like AI search. We're finding that AI-powered analytics and Marketing Mix Modeling (MMM) are proving very effective at measuring these impacts, giving us a clearer picture of what's actually driving results. 𝐖𝐡𝐞𝐫𝐞 𝐀𝐈 𝐨𝐟𝐟𝐞𝐫𝐬 𝐫𝐞𝐚𝐥 𝐯𝐚𝐥𝐮𝐞 𝐟𝐨𝐫 𝐓𝐡𝐞 𝐇𝐲𝐛𝐫𝐢𝐝 𝐇𝐨𝐮𝐬𝐞, 𝐫𝐢𝐠𝐡𝐭 𝐧𝐨𝐰… We see AI’s most powerful applications not in search itself, but in how it helps us understand and model marketing performance. We’re using AI to: - Model campaign results with greater accuracy and speed - Analyse large, complex data sets to find insights that were previously invisible - Identify key trends across markets, audiences, and media investments - And yes, one day, search may become part of that too 𝐀𝐫𝐞 𝐲𝐨𝐮 𝐬𝐞𝐞𝐢𝐧𝐠 𝐀𝐈 𝐬𝐞𝐚𝐫𝐜𝐡 𝐢𝐦𝐩𝐚𝐜𝐭 𝐲𝐨𝐮𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐲𝐞𝐭? 𝐈'𝐝 𝐥𝐨𝐯𝐞 𝐭𝐨 𝐡𝐞𝐚𝐫 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮'𝐫𝐞 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐢𝐧𝐠.

🇫🇷 Paris is where it's at! Last week Jo Cornford, Davis Jones, Becky Webber and Ben Portnoi delivered another successful event at #SIAE2025. Working with SAE-Integrated Technologies Consortia, SAE International and PRI | The Performance Review Institute, the team developed an open departure lounge stand, complete with design and motion production of a split-flap 3D animation to communicate key messages. Away from the exhibition halls and aero displays, our event photographer captured all aspects of the day, including a SAE industry workshop and reception at the Musée de l'Air et de l'Espace - Paris-Le Bourget where expert guest speakers discussed progress in new technologies and the power of collaboration. It was also great to see our sponsorship feature with Aerospace Manufacturing Magazine distributed throughout the week. We of course had to take the opportunity to enjoy an evening with our US client team, to connect on upcoming projects and also enjoy some time in Paris. Thank you for a great show Stefanie Guzman, Jill Olds, Alicia Chamberlain 🙌

📢 We’re delighted to announce that SWC Partnership & UP THERE, EVERYWHERE, has been appointed as the global marketing agency for SAE International! 🌍 This milestone demonstrates our ability to deliver a unified global strategy while acting locally in each region. Since 2023, we’ve been collaborating closely with the SAE team to craft innovative, impactful campaigns that strengthen their brand and drive measurable results 🎯 This is a unique opportunity to centralise communications, build brand equity, and generate revenue through a cohesive, global strategy. We’d like to extend our thanks to SAE International for entrusting us with this exciting partnership and to everyone at SWC, UP, and The Hybrid House for bringing this vision to life. Together, the future of mobility has no limit! 🚀 You can read all about this announcement in our latest blog here https://lnkd.in/gFvCQzN2 #SAEInternational #GlobalMarketing #ThinkGlobalActLocal #SWCPartnership #UPThereEverywhere #Collaboration #Innovation

📢 We’re delighted to announce that SWC Partnership & UP THERE, EVERYWHERE, has been appointed as the global marketing agency for SAE International! 🌍 This milestone demonstrates our ability to deliver a unified global strategy while acting locally in each region. Since 2023, we’ve been collaborating closely with the SAE team to craft innovative, impactful campaigns that strengthen their brand and drive measurable results 🎯 This is a unique opportunity to centralise communications, build brand equity, and generate revenue through a cohesive, global strategy. We’d like to extend our thanks to SAE International for entrusting us with this exciting partnership and to everyone at SWC, UP, and The Hybrid House for bringing this vision to life. Together, the future of mobility has no limit! 🚀 You can read all about this announcement in our latest blog here https://lnkd.in/gFvCQzN2 #SAEInternational #GlobalMarketing #ThinkGlobalActLocal #SWCPartnership #UPThereEverywhere #Collaboration #Innovation