The author's latest articles: Iryna Voitovych

Today, artificial intelligence enables businesses to generate visuals quickly, scale creative options, and accelerate the iteration process.

AI-powered tools are no longer just an experiment. Today, they have become an integral part of the day-to-day operations of many PPC teams.

GEO goal is to enable generative systems—such as chatbots, AI summarizers, or knowledge aggregators—to easily find, evaluate, and cite specific excerpts from your content.

Detailed feedback allows you to take targeted action, conserve resources, and increase revenue.

An ambassador isn’t just a marketing channel—it’s a multifunctional resource: trust, content, traffic, reputation support, and product narrative.

Customer focus is a systematic approach where all parts of the business work for the convenience and benefit of the customer: product, processes, communications, and internal culture.

A loyalty program is not just a discount tool, but a multidimensional business strategy.

A workshop is an interactive event with a clearly defined task, facilitation, and practical results.

TikTok provides a quick snapshot of attention and potential virality, but a clear strategy is needed to turn that attention into real business results.

When user attention is limited, competition for each click increases, and the cost of customer acquisition rises, the way information is presented often matters more than the product itself.

Practice shows that content shared by employees generates higher engagement and better conversions compared to posts from official brand accounts.

Search Generative Experience (SGE) is Google's approach to search that uses generative artificial intelligence to generate concise, coherent answers to user queries.