Writing & Speaking
I write about how search is changing, what the research tells us, and what it means for marketers.
I also contribute to industry discussions through research, training, panels and working groups.
Research
A lot gets published about AI search. I spend a fair amount of time reading the research, checking what the evidence supports and separating useful findings from overblown conclusions, then turning what holds up into something marketing leaders can use.
What 34 studies reveal about AI search in 2026
I reviewed 77 AI search studies and kept the 34 worth paying attention to. Read together, they show what’s changing, where AI visibility behaves differently from traditional search, and which claims are running ahead of the evidence.
The fog is lifting on AI search
Three months later, I went back to the newer research to see what had firmed up. The evidence is stronger now on recommendations, citations, referral traffic and the role of third-party sources, while some of the supposed AI search shortcuts still look more like noise than strategy.
Published elsewhere
Writing commissioned or published by other organisations.
All in on AI: Discovery to Influence in GEO, Part 2
The second half of a two-part series on how discovery works inside generative search. April 2026 Microsoft AdvertisingAll in on AI: Discovery to Influence in GEO, Part 1
Where generative engine optimisation genuinely differs from search as marketers know it. March 2026 B&TThe End Of Search As We Know It: Google’s AI Revolution
A contributed piece on Google I/O 2025 and what AI Mode, Deep Search and Project Astra mean for how search works. June 2025 SmartCompanyHow brands can stay competitive as AI Overviews transform search
Written as AI Overviews began reshaping the Australian results page. November 2024 SmartCompanyGoogle AI search test run down under: What we’re seeing
Early observations from Google’s Australian AI search trial. November 2024Microsoft Advertising author profile · SmartCompany author archive · Muck Rack media profile
LinkedIn articles
Longer pieces where I unpack something I think is worth looking at more closely.
It’s Groundhog Day… again: when AI search signals become the strategy
What happens when the industry mistakes a pattern in AI search data for a strategy, and why that mistake keeps repeating.
Read article ↗AI visibility tools: what do you actually need?
What the AI visibility tools measure, what they don’t, and which questions justify paying for one.
Read article ↗Shorter thinking
Not everything needs an article. I use LinkedIn for shorter observations, research worth paying attention to and search news as it lands.
Speaking & training
I occasionally speak, train and sit on panels about search, AI and measurement. There’s more on my background here.
Measuring commercial success in AI search
A panel on one of the harder questions in AI search: how do you measure its commercial impact when much of the influence happens before a visit ever reaches your analytics? I joined Matthias Depoortere (Vine Apparel), Jessica White (Soup Agency) and Maricel Custodio (Torrens University), hosted by Somantra and Iru.
My view was that AI search probably won’t give us the clean attribution marketers are used to, and forcing it into that model creates false precision. For now, we need to combine several signals to judge whether visibility is translating into consideration, demand and ultimately business impact.
The Rise and Fall of Google Search
A talk for Lecture the Lecturers, the MFA program that brings university lecturers up to date on what the industry is doing now. Sydney · 2023 MFASEO module, Digital Foundations Certificate II
Rewrote the SEO module of the MFA’s entry-level certification, which is how a lot of people in Australian media first learn the channel. 2023 refreshIndustry involvement
I try to stay involved in the organisations shaping how search gets taught and discussed in Australia.
I helped get the AI Working Group off the ground in 2025 and took part in its first five months, until I left iProspect. The point of it was to give the Australian industry practical guidance on AI instead of another round of predictions.
An ongoing relationship across Train the Trainers, the Digital Foundations certification and talks for lecturers and university students. Most of it is aimed at people entering search and digital rather than people already senior in it.
Follow along
Surfaced
Surfaced is where the longer pieces go, mostly research syntheses on search and AI. Published when there’s something worth saying.
Read and subscribe ↗ SocialShorter observations and research commentary. This is where most of the thinking gets tested first.
Follow along ↗Looking for a contributor, speaker or search perspective?
I’m happy to contribute to articles, panels, podcasts and workshops on SEO, AI search, discovery and measurement.
hello@jyscauri.com