UGC Becomes a $104 Billion Ad Engine

February 23, 2026

Voice AI and Local Search Change Search Marketing

A new 2026 consumer search report shows that voice-activated queries now make up a large share of local search activity, shifting how marketers plan SEO. Over 65 percent of local searches are voice-based, pushing brands to focus on conversational and AI-friendly content rather than traditional keyword targeting. Businesses that optimize for natural language and AI discovery are more likely to show up as the answer in hands-free queries, a key advantage as AI voice assistants supply direct responses without clicks.

Why It Matters

Search is becoming a dialog rather than a static results page. Marketers must rethink SEO around how AI understands and answers real questions. Read more.

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Restaurants Double Down on Digital and AI Marketing

New research reveals that about 69 percent of U.S. restaurants are adopting AI, and nearly 81 percent have increased spending on digital marketing. Operators are using AI tools for content creation, customer engagement, personalization, and automation amid a backdrop of tightening consumer spending. While dining budgets shrink, restaurants are investing in tech to improve discovery, loyalty, and messaging efficiency. Marketing automation, dynamic digital menus, and tailored communications are among the areas where restaurants now lean on technology to drive repeat business.

Why It Matters

In a competitive economy, smart use of AI and digital investment can give restaurants an edge in visibility and customer retention. Read more.

Generative Search and AI Discovery for Brand Visibility

Brands are moving beyond traditional SEO to generative engine optimisation (GEO) to secure visibility in AI-driven discovery. As AI systems generate direct answers for users across search assistants and recommendation platforms, it’s no longer enough to rank high on a page. Marketers now build structured content ecosystems designed for semantic interpretation by AI models, emphasizing interconnected expertise, entity authority, and sustained signals of credibility.

Why It Matters

AI discovery is reshaping how brands are found online. Investing in content architecture that aligns with AI interpretation can expand reach in a world where personalized answers replace simple search results. Read more.

Today's Insight: UGC Becomes a $104 Billion Ad Engine

User-generated content is no longer a niche tactic. Research from the Interactive Advertising Bureau and Platformable values the UGC ad economy at $104 billion by 2025. Creator-led content delivers 67 percent more engagement and four times higher click-through rates than traditional brand creative. What has changed is scale. Brands are no longer dependent only on influencer partnerships. They are building structured UGC libraries using native publishing tools across major platforms.

Key Takeaways

  • UGC delivers higher engagement and click-through rates than traditional brand creative.

  • Major platforms now reward performance-driven UGC through revenue sharing and funding pools.

  • Brands are shifting from influencer campaigns to structured, scalable UGC content libraries.

  • Engagement data shows algorithmic preference for creator-style formats.

  • The creator economy has moved from experimental to operational at scale

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