signal — original research

The publication of record on AI commerce.

Most agencies sell what we publish here. The work is reproducible, the methodology is public, and the conclusions hold up to a CFO audit.

research · 2026

We ran 10,000 shopping prompts. Here's what ChatGPT cites — and what it doesn't.

Ten thousand prompts across forty categories. The patterns in what gets cited — and what gets ignored — are surprisingly consistent.

14 min read
fieldnotes · 2026

The structured data formats that move the needle in AI citations (we tested all four).

JSON-LD, Open Graph, RDFa, and ACP. We tested all four against citation lift in a controlled experiment. Only one mattered.
9 min read
essay · 2026

Why Gen Z's $4,000-LTV cohort doesn't open Google.

The most valuable cohort in DTC isn't running queries on a search engine. They're asking questions in a chat. The dashboards have not caught up.
6 min read