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ChatGPT's crawl activity now dwarfs Google's by 3.6x, signaling a fundamental shift in how AI systems index the web and compete for publisher content. Meanwhile, in-house teams continue poaching top agency talent, reflecting broader structural changes in how brands approach digital marketing.
ChatGPT's aggressive crawling (24M requests) outpaces Googlebot significantly, raising questions about content attribution, publisher compensation, and the future of search-driven traffic.
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In-house teams are systematically recruiting top agency talent, reflecting a structural shift toward internalized marketing capabilities and reduced reliance on traditional agency models.
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