Insights From The Future

Google's AI Overviews are driving clicks down across SEO and PPC; 61% lower organic CTR and 68% lower paid CTR on affected queries, with declines even when AO isn't present. In an answer-first SERP, inclusion matters more than position. Here's FTF's playbook to earn citations, protect revenue, and rebuild visibility.

The marketing ecosystem is accelerating again. Google, Meta, TikTok, and the analytics stack all pushed updates that reshape data flow, creative velocity, automation, and organic visibility. In Nova, Volume 3, FTF breaks down the platform moves that matter, why they change your funnel, and how to stay ahead as marketing enters its next evolution.

Great AI output starts with great direction. In this guide, we break down how clarity, context, structure, and tone shape stronger prompts, and how to refine them using advanced techniques like role-based prompting, chain prompting, and iterative development. Learn how to turn AI into a true collaborator, not a wildcard.

AI isn’t coming for marketing. It’s already here. In the past week, WPP launched self-serve AI creative tools, Google’s data reporting froze, and automation reached new heights with Pomelli and API-powered campaign generation. Volume 2 of Nova breaks down what happened, why it matters, and how to stay ahead as AI takes the wheel.

The holidays are upon us, and they’re scarier than ever. With every brand fighting for clicks, loyalty, and share of wallet, winning takes more than a flash sale. It takes a full-funnel strategy that moves audiences from awareness to advocacy. Discover how FTF builds holiday campaigns that convert, connect, and outlast the season.

Google's AI Overviews are facing EU legal challenges as publishers protest traffic loss, and it's already impacting organic CTR. Meanwhile, Google Ads API v22 brings generative creative tools (and broken scripts), YouTube gets attribution credit, and Meta's AI starts using chat data to personalize feeds. Here's what changed this week and what to do about it.

Search isn't what it used to be, and neither is visibility. With generative and conversational AI transforming how users find, ask, and engage with information, traditional SEO tactics are no longer enough. In this post, we break down how AI-powered search is rewriting the rules of visibility, and how future-forward agencies like FTF are helping brands adapt, optimize, and lead in this new search era.

AI is rewriting the rules of marketing attribution — replacing guesswork with data-driven precision. Discover how agencies like FTF are using AI to uncover hidden ROI, optimize media spend, and create transparency between marketing performance and real revenue impact. Learn how to implement AI attribution models that don’t just track results — they drive them.

At From The Future (FTF), we don’t treat our Annual Summit as a vacation — it’s a growth strategy disguised as a retreat. Two days in the Poconos gave our fully remote team space to align on strategy, reconnect beyond screens, and prove that when culture and collaboration come first, performance follows.

When I first started using AI, it wasn’t about chasing trends — it was about clearing mental clutter. Over time, those experiments became everyday workflows that make agency life smoother. From smarter client communication and automated project setup to faster creative strategy and design, AI has become my go-to collaborator. It’s not replacing the work; it’s helping me do it better, and even giving me back a little more time for life outside it.

As artificial intelligence (AI) continues to advance, its impact on the world of technical SEO has become undeniable. From automating...

As a mom of two young girls, I know firsthand how powerful—and complex—this day can be. From celebrating the joys of motherhood to...

From The Future is thrilled to announce that it has been listed as a winner of the Best of Clutch Awards in the Digital Marketing category. This award recognizes the top-performing U.S. agencies that exemplify creativity, strategic execution, and measurable impact across the digital marketing landscape.

From The Future (FTF) is thrilled to announce that it has been listed as a finalist in the Best of Clutch Awards in the Digital Marketing category for work with Greystar.

FTF offers you an exclusive, powerful GTM custom tag template to elevate your data tracking and analysis in Microsoft Clarity.

"AI will not replace brand marketers but marketing teams that know how to leverage AI will replace those that do not." - Josh Silverbauer...

Let's face it, as marketers, we're constantly asking ourselves the question, "Is this working?" It's more important than ever to make...

I’m no stranger to Customer Experience. I’ve been helping companies improve their relationships with their customers for 10 years now....