the thinking space of Harton Works.

New data from 170,000 orders shows AI informed shoppers arriving decision ready, while SEO era landing pages failed to convert them.

Most businesses are rushing into AI—but only 1% have actually integrated it effectively.

As we reach Q4, three critical reports have emerged that collectively challenge the prevailing narratives about AI’s impact on search.

The first real usability study of Google’s AI Overviews reveals a dramatic shift in user behaviour, with fewer clicks, stronger brand bias, and growing generational divides.