Jun 29, 2026

Consumers are holding brands to a higher standard when it comes to AI-generated content. Search traffic is reaching fewer websites than ever. And standing out in a market where larger competitors have more resources takes a sharper story, not just a bigger budget.

These aren't entirely new challenges, but they're becoming more pressing. In this episode of OUTdrive, President and CEO Megan Hartman walks through what brands can do about each one:

• New York's new AI performer disclosure law and the consumer expectations driving it, and what both mean for how brands handle AI in their creative work

• New research on zero-click search and bot traffic, and how brands should think about visibility beyond Google clicks

• Etsy's new “Shop Other Jeffs” campaign as a sharp example of competing on craft and quality rather than scale, with a strategy smaller brands can apply in their own markets

Find more insights through our articles, podcast episodes and case studies at ecallis.com.