Profound’s Founding Marketing Engineer, Nick Lafferty, will present a sponsored session at Content Marketing World 2026 in Denver titled “The Rules Have Changed: What 10 Billion Citations Reveal About Winning AI Search.” The session takes place on Monday, October 5, from 11:30 a.m. to 12:00 p.m. Lafferty will use insights from 10 billion AI citations to explain how brands can improve visibility and accuracy across AI search, and how marketing engineers can scale content strategy through data, technology, and automation. The presentation will examine how brands can earn visibility across AI-generated answers, as citation analysis helps marketers understand which sources influence AI answers, where competitors earn visibility, and what content forms enter the response layer. The objective extends beyond producing more content to creating material that AI systems can discover, interpret, trust, and connect with relevant customer questions. Lafferty recently highlighted a brand challenge after Profound analyzed 50,000 AI answers across seven industries. According to the company’s findings, 47% of the content consisted of unsolicited information added by the model. “Half of what AI says about your brand is content you never wrote,” Lafferty explained in a LinkedIn post, noting that added material can include outdated pricing, retired product features, or incorrect comparisons.