Further AI

We were proud to sponsor and attend the Footpath Foundation Golf Outing this year! ⛳️

At Further, we believe being part of the Cleveland community means showing up beyond the work we do in AI and technology.

Footpath Foundation is doing incredible work connecting kids with nature and giving them access to outdoor experiences that build confidence, resilience, teamwork, and lifelong skills.

As members of Cleveland’s growing AI and technology community, we’re proud to support organizations that are making a meaningful impact right here at home.

Thank you to the Footpath Foundation for bringing the community together for a great day on the course and, more importantly, for the work you do to help kids get outdoors and discover what they’re capable of.

We’re grateful to be part of it. 🌿

AI is moving fast. The best way to keep up? Learn from the people building it.

Jason Tabeling, Head of Solutions at Further, will speak at the CLE AI & Data Mega Meet Up on September 28 at the Cleveland Museum of Natural History.

Session: “Navigating the AI Hurricane — Why Strong Data Foundations Are Your Best Defense to Build a Durable Future.”

He’ll join speakers from AWS, OpenAI, Arista Networks, Nutanix, and Further for Cleveland’s largest AI & Data Meetup.

Expect:
• Actionable insights
• Live demos and sponsor booths
• Networking with AI and data leaders across Northeast Ohio
• Real conversations about where AI is headed and how to prepare

The event is free to attend.
📅 September 28
📍 Cleveland Museum of Natural History

👉 Register here: https://na2.hubs.ly/H07Cdys0

We’re excited to be back as a sponsor of the Footpath Foundation Golf Outing! ⛳️

We’re looking forward to another great day on the course, connecting with the Cleveland community, and supporting the Footpath Foundation’s mission to help kids get outside and experience the outdoors.

At Further, we love being part of Cleveland’s growing AI and technology community — but we also believe in showing up for the community beyond our work.

Can’t wait to tee it up for a great cause! 🌿

Search behavior is changing.

Since the rise of Google AI Mode, 1–2 word queries have dropped from 42% to 24% of impressions, while 3–4 word queries have grown from 33% to 48%.

What does that mean for advertisers?

The long tail is becoming more important than ever.

I dug into the data and what it means for paid search in my latest piece for Search Engine Land.

Read more → https://na2.hubs.ly/H07P6Tj0

The pilot era is over.

Enterprise AI has crossed a line — from experimentation and fascination to operational accountability.

At AI4, leaders from Amazon Prime Video, Houston Methodist, Boeing, the NFL, and some of the country’s largest banks were tackling very different challenges, but the same four themes kept coming up:
→ Measure the outcome, not just the model
→ Manage the economics of scale
→ Design the operating model for adoption
→ Treat governance as a product

As the pressure to prove ROI grows, the organizations pulling ahead aren’t the ones with the most impressive demos. They’re the ones figuring out how to make AI measurable, economical, adopted, and defensible.

In her latest piece, Kierra Dotson, Associate Director of Data Science and AI Strategy, shares what she heard at AI4 — and what it means for leaders moving AI from the pilot stage into the business.

Read The Pilot Era Is Over → https://na2.hubs.ly/H07KZ2P0

There are three places your AI budget may be disappearing.

And they're not always obvious from the invoice.

1. Agent Loops
One user request → dozens of searches, tool calls, reasoning steps, and retries.

2. Model Overkill
Using expensive frontier models for tasks that could be handled by smaller, lower-cost models.

3. Zombie Agents
AI pilots and autonomous workflows that continue running long after everyone has forgotten about them.

The common denominator?

You can't manage what you can't see.

Agentic AI turns architectural decisions into financial decisions. That's why enterprises need to move beyond traditional cloud cost management toward AI FinOps—with visibility, ownership, optimization, and automated spending controls built into the system.

We break down the three biggest AI cost “black holes” and what leaders can do about them in our latest article.

🔗https://na2.hubs.ly/H07vZXx0

AI is getting cheaper. So why are enterprise AI budgets getting bigger?

Because lower token costs don't necessarily mean lower AI costs.

As enterprises move from copilots and chatbots to autonomous agents, AI systems are doing more: retrieving context, calling tools, reasoning through problems, retrying tasks, and running for longer periods of time.

The result? A single user request can trigger dozens—or hundreds—of model calls.

The economics of software have changed.

In the agentic era, architecture is economics.

Our latest article explores the emerging discipline of AI FinOps, why traditional cost controls aren't enough, and how enterprises can shift from measuring cost per token to cost per outcome.

Read More: https://na2.hubs.ly/H07w16W0

AI search isn’t just changing how people discover brands — it’s changing what happens before they ever reach your website.

Jason Tabeling of Further breaks down why LLM-referred traffic behaves differently from traditional paid search, including one finding marketers shouldn’t ignore:

📈 LLM referral traffic is converting at 20% — 61% higher than paid search in the dataset analyzed.

But higher intent doesn’t mean you should send these visitors to the same landing pages you use for PPC.

Jason shares what brands should rethink — from building content that earns AI citations to creating richer, context-driven experiences that help users move from an AI-generated recommendation to a confident decision.

Read the full article in Search Engine Land: “LLM traffic converts differently — here’s what to do about it”

🔗https://na2.hubs.ly/H07g6BK0

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Google’s Universal Commerce Protocol could quietly rewrite retail SEO. Jason Tabeling breaks down what this means for product feeds, paid + organic integration, and how “commerce-native” data will shape discoverability. If Google is redefining how products surface, is your data foundation ready to keep up?

🔗 https://na2.hubs.ly/H06C-kq0

Heading to Cannes? Meet the Further team at the AI & Tech Sandbox, and catch up on the latest data and AI innovations.

Learn more and schedule time to meet: https://na2.hubs.ly/H067Rsj0

cc: Price Glomski, Jason Tabeling, Daniel Bates