Visibility Brief

Customers aren't just searching for brands by name anymore. Instead, they're asking highly specific questions about products, services, locations, and experiences. Whether they're looking for "restaurants near Yankee Stadium" or "catering for a 50-person office lunch," AI models cite and surface brands that have built content around real customer intent. So, how do marketers create local experienc...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Paul McHardy , leader of Global Search Intelligence for The Church of Jesus Christ of Latter-day Saints , to explore one of the most important questions facing marketers today: What happens when your brand is no longer the primary author of its own story? AI search now gives direct answers synthesized fr...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Scott Orstad, Vice President, Marketing at Catholic Health , to explore a surprising idea: the organizations best positioned to succeed in AI search just might be the ones that have spent years operating under the strictest constraints. That might sound counterintuitive, but regulated industries have lon...

In this special edition of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by Sam Rahimi , VP of Earned & Owned Media at AdCelerant, to discuss how AI is solving one of the hardest problems in marketing: turning data into concrete action. Marketers have never had a shortage of dashboards, reports, or performance metrics. The challenge has always been knowing what to do n...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Will Reynolds , CEO and VP of Innovation of Seer Interactive, for a conversation about how AI is reshaping not just search — but the fundamentals of marketing itself. For years, marketers have measured success in rankings, impressions, and traffic. But AI is changing what those numbers are worth. When a...

In this special episode of The Visibility Brief , recorded live at SEO Week, Rebecca Colwell is joined by Garrett Sussman (Director of Marketing at iPullRank) and Christian Ward (Chief Data Officer at Yext) for a candid reflection on where the industry actually stands today. A year ago, AI search felt like a novelty. New tools, new ideas, and a lot of speculation. Today, the tone has shifted. The...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by Leah Hutcheon, Founder & CEO of Appointedd , to explore how AI is changing not just how people find brands, but how they move from discovery to action. As AI assistants take on more of the research process, customers are arriving at decisions faster, with more context and more confidence. That means le...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by Leigh McKenzie, Director of Online Visibility at Semrush , to explore how one of marketing’s most established roles is being fundamentally reshaped by AI. For more than two decades, SEO meant understanding Google—how it crawled, how it ranked, and how to win clicks. But that playbook is no longer enough. A...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Bill Simpson, Director of Value Consulting at Yext , to explore a question many marketers are still working through: how far is too far when it comes to personalization? As AI is changes how people interact with technology, customers  are sharing more personal information than ever before — often without...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by Heather Physioc, Chief Discoverability Officer at VML , for a conversation about how search has expanded far beyond Google — and why brands must rethink what discoverability really means. For years, “search” was shorthand for one thing: Google and the ten blue links. But today, consumers move fluidly betwe...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to unpack something many marketing leaders are quietly feeling: the way we’ve measured visibility for the last 20 years isn’t working the way it used to. Impressions spike and dip without reason. Rankings change by the second. Clicks are disappearing. And as AI models fr...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by Garrett Sussman , Director of Marketing at iPullRank, for a refreshingly human conversation about how people really search — and how AI is amplifying the psychology behind it. Marketers love to talk about algorithms, platforms, and technical optimization. But what if the biggest variable in discovery isn’t...

Paid search isn’t broken…but it’s definitely changing. In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by CEO Mike Walrath for a conversation about the rising cost of paid search — and why AI is forcing marketers to rethink not just tactics, but the entire structure of marketing and measurement.  Cost-per-click (CPCs) are climbing, clicks are disappearing,...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by Anthony Rinaldi, Senior Director of Insights & Analytics at Yext, to talk about a growing challenge every marketing team is facing: the old playbook for measuring success is starting to break. Impressions are dropping. Rankings seem less reliable. Traffic doesn’t tell the full story. And yet… business...

In this episode of the Visibility Brief , Yext SVP of Marketing Rebecca Colwell is joined by Tim Rickards, Senior Director of Value Consulting at Yext, to tackle one of the most uncomfortable realities facing marketing teams today: declining web traffic and broken performance metrics. Marketers have spent years watching impressions, clicks, and sessions to gauge success. But as AI tools start answ...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward for the final episode of the year — and a timely discussion on one of the most critical issues facing AI today: accuracy. As AI platforms increasingly power discovery, recommendations, and answers, consumers expect accurate responses, every time. But what happens when an...

In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to break down one of the most fundamental shifts happening in marketing today and what marketers must do to make sure their brand appears accurately when every result is tailored to the individual. For years, marketers have chased the promise of personalized experiences,...

Everyone is talking about “agents,” “assistants,” and “autonomous AI;” however, few marketers have a good understanding of what these systems truly do, or what they mean for how consumers discover and interact with brands.   In the third episode of The Visibility Brief , Rebecca Colwell, SVP of Marketing at Yext, and Christian Ward, Chief Data Officer, discuss one of the most trending concepts in...

When a customer types a question into ChatGPT or Perplexity, how does it decide which brand to mention — and what to say? In this episode of The Visibility Brief , Yext Chief Data Officer Christian Ward joins SVP of Marketing Rebecca Colwell to unpack how AI engines source, summarize, cite, and speak on behalf of your brand in today’s fragmented discovery landscape. From probabilistic reasoning to...

In the debut episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to unpack how AI is fundamentally reshaping the way consumers search — and what that means for brand visibility today. Search isn’t just about keywords anymore. Consumers are asking more complex, personalized questions, and AI platforms like ChatGPT, Gemini, and Cla...