The best news challenger brands have had in a decade
In an economy where AI systems synthesise responses instead of serving “Google and 10 blue links”, you can’t pay your way onto page one, because there is no page two. You are either in the answer set, or you essentially don’t exist.
Written by Jessica Jacobs, MD Northern Europe and DACH at Incubeta | 8/11/2026 10:04:00 AM