LLMs are Shaping the Future of AI-driven Search

One of the biggest shifts in communications right now is the way that AI is transforming how we pursue and consume information. This is top of mind for me, as LLMs are becoming the new influencer and have a significant impact on consumer perceptions and behavior. How we use the search function is changing as traditional search methods, like going straight to Google, are no longer the default for all queries. At Ruder Finn, we are helping our clients optimize for AI-generated search by controlling their narrative across platforms with intentional messaging. To learn more about how companies can control LLM-shaped outputs and some of the latest tech news impacting our industry, read on!

Kathy Bloomgarden
CEO, Ruder Finn

Spotify & Gen AI Ads

Spotify isn’t just about streaming music and podcasts anymore—they’re getting serious about making money from advertising. In a recent IBD article, Spotify announced they’re now partnering with big ad platforms like Google’s Display & Video 360 and The Trade Desk to help their advertisers easily buy ad space through tools they already use. To simplify how advertisers can buy ads on their platform, Spotify announced a tool called “Gen AI Ads,” which uses AI to help advertisers create ads more quickly and conveniently.

What does this mean?

To compete with platforms like Instagram, YouTube, and TikTok—which offer seamless ways for brands to connect with consumers —Spotify’s new “Gen AI Ads” feature gives advertisers a powerful way to reach audiences beyond social media. By tapping into users during their music, podcast, or audiobook sessions, Spotify opens fresh territory for engagement. This not only diversifies the platform’s revenue beyond subscriptions but also positions it as a compelling alternative for brands looking to shift ad spend from traditional social channels.

The Sleeper Threat to US Tech: European Decoupling

As U.S. businesses, industries, and global trading partners reel from tariff whiplash, one looming threat for American technology is flying under the radar: the EuroStack, aka digital sovereignty. This is the decoupling of European reliance on foreign technology providers. Thus far, coverage has barely broken through in U.S. media, posing a blind spot to American business and tech leaders. Ulrich Ahle, CEO of Gaia-X, explains the over-reliance on (U.S.) software, introducing “significant risks” for the sovereign control of data. This includes cloud infrastructure and everyday tools such as Gmail, Outlook, and Google Drive, which are integral to daily operations.

What does this mean?

The implications of a full tech decoupling between the U.S. and Europe would be a major blow to global collaboration and innovation. While many experts question the feasibility of true digital sovereignty, the fact that this is gaining popularity in the media and among policymakers indicates a serious fracture to the once enviable global partnership. The blowback to the tech industry will be felt regardless of whether actual legislation passes.

Navigating the New Era of Search Optimization

Search optimization is entering a new era—one driven by large language models (LLMs) and generative AI. In a recent PRWeek article, Ruder Finn CTO, Tejas Totade, calls this a “seminal moment” for search, pointing to a major shift: it’s no longer just about ranking in results, but about understanding what LLMs are saying about your brand and how that shapes perception.

What does this mean?

Through Ruder Finn’s AI platform, rf.aio, we’re helping clients stay visible and relevant by evaluating how they are represented in LLMs like ChatGPT, Claude, Gemini, and Llama.

Employee Engagement Hits a 10-Year Low

As we move through 2025, employee engagement has hit a 10-year low, with only 31% of employees feeling truly engaged at work. This engagement crisis is being driven by a perfect storm of challenges: unclear expectations, weakened relationships, and stalled growth opportunities.

What does this mean?

Employee engagement isn’t just a nice-to-have: it’s a business imperative. To boost engagement, organizations need to focus on providing clarity, fostering connections, and creating pathways for professional development. This means setting clear goals for employees, coaching managers to build connections with their teams, and providing a wider variety of growth opportunities, e.g., stretch assignments, and mentorship programs. Organizations that succeed in turning the tide can build a workforce that is not only engaged but also motivated to contribute at their best.

Vibe coding: good or bad vibes?

Vibe coding is when people use GenAI tools like ChatGPT, Copilot, or Claude to create software code entirely through prompts — even if they have minimal technical background. There are pros and cons to this approach. For instance, it empowers people to turn their software/app visions into reality without actually learning how to program, so it makes the technology space overall more accessible and encourages innovation.

What does this mean?

Vibe coding can easily impact the quality of the resulting product negatively. If there’s a bug or a security vulnerability, how can inexperienced coders fix them? We may see an uptick in the utilization of vibe coding, but it will likely never replace experienced developers. Rather, organizations need to watch out for shortcuts that could destabilize their code.