Tom Critchlow from The SEO MBA

Intelligence extracted from Tom Critchlow from The SEO MBA newsletters.

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MarketingAI/MLBusiness

Key Insights from Tom Critchlow from The SEO MBA

**AI Search Leaders** is launching to address a new skills gap: SEO professionals who can translate AI search visibility into executive-level strategy command 27% higher salaries.

**AI search** is not a single discipline — publishers face traffic/licensing problems, e-commerce faces **agentic commerce protocols** (Google UCP vs OpenAI ACP vs WebMCP), B2B faces LLM brand sentiment, and platforms face disintermediation.

**McKinsey** found 44% of AI-powered search users now use it as their primary research source, surpassing traditional search at 31%, while 87% of marketing chiefs report board-level pressure to build an AI search strategy.

Latest issue: April 28, 2026

Why AI Search Matters

Tom Critchlow is launching 'AI Search Leaders', a program addressing the skills gap in AI search among SEO professionals. The newsletter argues that AI search is not a monolithic discipline but fragments into distinct problems depending on business type: publishers face traffic/licensing issues, e-commerce faces agentic commerce protocols, B2B faces brand sentiment in LLMs, and platforms face disintermediation. Executives are actively demanding AI search strategies, with roles mentioning AI in their titles paying 27% higher salaries.

Apr 28Marketing3 insights