By Adam Mohrbacher

It can seem too cliché to say it, but these days, nothing truly stays the same for long. Even the internet search engine, long a fixture of our digital lives, is shifting dramatically. You’ve likely noticed in your daily searches that there are a lot of new additions to your search engine results page (SERP). No longer is the SERP composed of a simple list of organic and sponsored results. AI summaries, structured snippets and more routinely appear alongside these traditional results. These changes have led to the rise of zero click marketing. Zero click marketers attempt to have their company’s content surfaced within these features and deliver value to users without requiring them to leave the SERP. Here’s how you can increase your business’s chances of ranking well and building valuable brand awareness in this new normal.

Why zero click marketing and why now?

The biggest reason why your agency must pay attention to zero click marketing is that the data already indicates how dramatically AI is altering search. In recent years, search engines have gotten much better at interpreting user questions, pulling out precise answers and presenting them in a variety of search “features” like:  

• AI overviews which synthesize information from multiple sources and provide a quick answer
• Featured or structured snippets that pull in a short passage directly from a high quality webpage
• Rich results like visuals, rankings and carousels
• Knowledge panels, which typically appear on the side of the SERP and include pictures, information, social media links, related content and more

Partially due to these features, studies show nearly 59% of Google searches in the U.S. and almost 60% in the European Union resulted in zero clicks on the results page.[i] New technologies like AI have also demonstrably reduced clicks, with Google users who saw an AI summary clicking a traditional result in 8% of visits versus 15% when no AI summary appeared.[ii]

Overcoming these obstacles and connecting with customers on the SERP requires changing how you view search engine optimization (SEO) and content marketing. You must pivot from prioritizing website traffic above all else to providing helpful, impactful information wherever potential customers choose to engage online.

Always focus on answers first

One of the best ways to leverage the promise of zero click marketing is by adjusting your content output. Today, the dominant model is still to select a keyword and then build a post around it. Marketers will start with a keyword-padded intro section to entice readers and set the table before delivering the actual meat and potatoes further down the page. Zero click marketers flip that structure on its head. Rather than starting with scene setting, you answer a prospect’s question within the first 40-60 words of your content asset.

After you cover the answer, you can then provide additional details and proof points. These could include tangible, real-world examples or original data, all delivered with a strong, unique POV.

Making this shift successfully

Pulling off this approach requires more than simply reformatting your posts. It also necessitates shifting the type of content you produce. In traditional marketing, your content choices are largely dictated by keyword volume and competition. With zero click marketing, that principle still applies to some degree, but customer intent also must be factored into the equation. Once you center intent, you will find that your posts write themselves, as you can quickly begin generating high quality content that addresses audience needs right off the bat.

Zero click marketing: a quick checklist

To further improve your content’s odds of being surfaced in search features like AI summaries, review it against the following checklist:

• Use question-based subheads that reflect real questions people might type into a search bar
• Place crystal clear answers at the top of each section
• Keep all definitions short, clear, and entirely free from jargon
• When possible, use bullets or numbered lists in your posts
• Skip long intros and get right to the point
• Always ask yourself: Could someone skim this and get the answer they need?

Adopting each of these best practices will make your content irresistible for contemporary search engines, as they will be able to quickly digest, understand and extract insights they believe will be most valuable to their users.

Final thoughts Zero click marketing is one of the latest trends in search, but it is anything but a passing fad. As technology progresses, the semantic and analytical capabilities of search engines will only continue to grow as well. Positioning your agency for success in this quickly shifting landscape means rethinking your approach to content and SEO strategies from the ground up. Elements like search volume still matter. But they are now just one of many considerations for how you source and structure your content. Agencies that put answers first and center intent will generate valuable awareness for their business, while those that don’t will unfortunately be left behind.

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By Bryan Johnson, IT Director, ĐÇżŐ´«Ă˝

Whenever you start a new initiative, few things feel worse than having to guess your return on investment (ROI). Planning, designing and launching a program can be costly, which makes it essential to have key performance indicators (KPIs) in place before you go live. That advice goes double when it comes to AI pilot programs. As an emerging technology, it can be difficult with AI to know what you should even be tracking. We’ll cover both topics in this blog. That way, when you’re ready to launch your program, you can feel confident that it has been well worth the effort.

Before you define your metrics, define your program

Before you define your metrics, ensure your AI pilot program itself is on solid ground. Begin by running it through the SMART goal test. Is it Strategic, Measurable, Achievable, Relevant and Time-bound? If not, assessing ROI will be tough if not impossible. A strong AI pilot must:  

• Improve a specific workflow
• Address the needs of a specific business unit
• Align with your larger business objectives
• Improve upon a defined baseline
• Have a definite start and end date
• Stand up to measurement and scrutiny

If you can’t honestly check these boxes, head back to the drawing board. If you can, then you’re ready to measure what matters and decide if your AI pilot has paid off.  

Quality over quantity

Once you are confident in your program’s fundamentals, the most important thing is to resist overmeasuring. If you try to track a million metrics, you can quickly lose the plot. A far superior approach is to adopt the old adage of quality over quantity—that is, track only what is essential to determine whether your program improved a workflow without adding new risks.

Score your program with a three-prong approach

The best way to do this is to put together a simple scorecard that looks at three things:

1. What were the outcomes?
   These are the top results related to your program’s goal, which could be if the program:
   1. Improved turnaround times
   1. Increased closed files per person per week
   1. Reduced file reworks or changes

• What were the risks?
  It is just as important to score for drawbacks, as any good title agent knows errors. Examine any of the following if they are relevant to your overarching goal:
  • Did the program increase error rates?
  • How often did issues escalate?
  • How many fixes were needed?  
    
    
• What was the adoption rate?  
  Finally, look at how widely folks inside your organization adopted the program and its associated AI tools. You don’t want to skip this step. Even the best AI program in the world will fail long-term if people resist using it. Review:
  • Weekly active users
  • Task completions
  • Edit rates, that is, how often did the AI tool trigger human intervention

Once again, you don’t need to tackle every one of the sub-bullets I have included here. The point is simply to put your AI program through these three main criteria. Once you do, you’ll have a strong view of whether it is a net positive or net negative for your organization.

Onward to AI success!

In a recent article, ALTA’s CEO wrote that “more than 90% of title and escrow professionals have adopted generative AI in at least one form.”[i] This is a stunning statistic that suggests where the industry is headed. But adoption alone does not tell us anything particularly useful about the ROI of an AI pilot. Getting a clearer picture of AI’s value within your agency requires a more holistic view. Pair your AI tool with clear goals and a definite baseline, and deploy a simple scorecard to track outcomes, risks, and adoption rates. That’s the ticket for separating real business wins from white noise. And once you do that, AI becomes more than a shiny new tool. It turns into a driver of sustained success.

[i]

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By Bryan Johnson, IT Director, ĐÇżŐ´«Ă˝

2026 is finally here, and with the new year comes the opportunity to try something different. And in my view, there is no better goal than launching an AI pilot program if you haven’t already. As you likely know, AI is quickly reshaping how people work today. To keep pace with your competitors, it is wise to give serious consideration to how you can begin automating your operations. Of course, like so many other things, this is easier said than done. After all, AI is complicated. What workflow to focus on? How to implement it? What are the safety considerations? These are all important questions to address well before you launch your program. In this blog, I will try to address each one so you can launch your pilot program swiftly and without undue worry.

Start with a few questions

AI doesn’t need to be used everywhere at your agency, but chances are it could be used somewhere. To begin identifying areas for optimization at your agency, ask yourself a few questions about how your team works. Consider the tasks that are 1.) high volume, 2.) include repeatable steps, 3.) are relatively low risk and 4.) are easily measurable.

Some examples of tasks that might meet these criteria are:

• Document intake and review – AI can help organize and summarize documents, so staff can then review faster. Treat this action as a first pass. A human must still confirm accuracy and make any final decisions.
• Customer communication and service – You can also deploy AI to draft responses to common questions and turn notes into updates, enabling your team to reply more consistently and quickly.
• Commitment and exception support – AI can assist with drafting commitments and exceptions from approved templates and standardized language. Your team, however, must still review and finalize all commitments and exceptions.

This list is not meant to be comprehensive, merely reflective of the type of routine, repeatable and measurable tasks that AI excels at taking on. By using the four criteria I’ve outlined below, you’ll find other workflows that could serve as the basis of your pilot program.

Select and design your use case

Now that you have a few possible business areas where you could apply AI the next step is to choose one and assign a single team to manage it. It is equally important to define in advance how you’ll measure results. But to do that properly means you need to also be crystal clear as to what you’re trying to achieve. Is it cutting down on back-and-forth emails? Reducing the time it takes to review an order? Whatever you decide, just be sure you do it ahead of time to ensure that your AI program is adding value rather than creating new issues.

Establish your safety guardrails

With your team, goal and metrics established, the next step is to create clear guidelines around what the tool is and is not allowed to do. Remember that your AI program should act as a helper—never as a decision maker.

Begin by defining what data goes into the tool. Sensitive customer information should rarely be fed into an AI program unless the program is highly secure and approved for business use. And even then, you should only input what is necessary for the task at hand. It’s also good practice to sanitize your data in advance of uploading. Consider removing data points like account numbers, names or other personal identifiers entirely.

Put human intelligence at the heart

Don’t forget to also develop your AI review and approval process, as human intelligence needs to be fully looped into your pilot program. Before launch, define what stage of the process should trigger human review. To be safe, you can likely allow AI to draft, summarize or suggest, but human staff must always verify accuracy, apply critical judgment, consider nuance and make any final calls.

That goes double with any practice that could have an impact on customer coverage, brand trust or regulatory compliance. To make things easier for your agency, consider putting together a “review checklist” that can be applied every time you use AI. Verifying names and dates, cross-checking document accuracy and ensuring all legal requirements are met are all steps that deserve a spot on your checklist.

And as a rule of thumb, your most sensitive workflows should probably not be outsourced to AI, at least not at this current stage.

Define your red lines

As an added precaution, it is wise to define what your red lines are when it comes to AI—especially given the sensitive nature of title work. This list should go beyond your general data security practices outlined above, and they must be disseminated to your full staff to ensure that everyone is on the same page and to avoid costly, AI-related mistakes.

For instance, it is best practice to never allow AI to:

• Send messages directly to customers,
• Generate final title commitment language, or
• Touch anything related to wire transfers.

These red lines are intended not to create any unnecessary burdens or roadblocks to operational efficiency, but to protect you and your agency from blowback, data leaks and reputational harms.

Take the first step and enjoy the benefits In this still very new year, you are likely already thinking about how you can improve your agency’s operations and make headway on your business goals. AI can be an ally in this journey, and when thoughtfully applied, can enhance how you work and offer long-term competitive advantage. But as with any emerging technology, you never want to leap before you take a hard look at what you are trying to achieve and how you can accomplish your objectives safely. Launching a pilot program can be enormously helpful in this regard. And by leveraging the operational framework we’ve outlined here, you’ll be ready to maximize AI’s benefits, minimize potential harm, and create the conditions for lasting success.

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By Adam Mohrbacher

It is said that each morning we are born again and that what we do today is what matters most. From my perspective, this is the right way to greet the new year. 2025 is nearly done. But with the dawning of 2026 upon us, it’s a great moment to pursue business goals with renewed commitment and relish. Staying current with the latest marketing trends is one way to do that. Follow along and we’ll explore how to make 2026 a year of marketing and business wins.

Use artificial intelligence—intelligently

At this point, artificial intelligence is no longer the new kid on the block. Most businesses are in the process of experimenting with it in one way or another. Expect this trend to accelerate throughout 2026. Despite its widespread use, agencies can still use AI to distinguish themselves. All that’s required is deploying it smarter and more strategically than competitors by combining the best of both human and artificial intelligence.

One way to do that is by using AI for multichannel marketing. Simply take a piece of educational content you’ve created and have AI adapt it for different mediums. A blog post, for example, could be easily repackaged by AI into a short, snappy LinkedIn long-form post, a lead-generating email or even a continuing education class outline. With this approach, you maintain human oversight, expertise and creativity while multiplying efforts across your digital channels and saving valuable time and effort.

Utilize micro marketing

As we approach 2026, studies suggest we are exposed to more content than ever. One report highlighted that we now see 4,000 ads[i] and spend, on average, 2.5 hours on social media every day.[ii] The messages you see are also highly driven by algorithms, which only surfaces content deemed most relevant to your needs or interests. This means it’s time to shift your content from a generalized to granular approach. When you try to talk to everyone, you see, you wind up talking to no one. The algorithms have no incentive to put your content in front of that which is more tailored and focused.

Instead, pick several highly niche areas that are still central to your business priorities and build content around them. Whether that is farm and ranch deals, first time buyers or small builders, the trick is to get as narrow as possible while still staying aligned with what your customer base wants and/or needs to know. That way, the algorithms will have a much better grasp of what your content is and who they should present it to.

Doing this not only helps you build brand equity but also aligns your marketing with how content is discovered by customers today. Better yet, the more relevant your assets are, the better chance they will not only be found but read.

Build your “always on” digital profile

Twenty years on from the rise of Web 2.0, many agencies have not moved beyond having a basic website. While a website should still be the heart of your digital presence, it should be the beginning rather than the conclusion.

In 2026, the bare minimum for agencies must include your website, one or two social media channels, and a local listing presence centered around something like a Google Business Profile. Today’s customers demand brands have an “always on” digital presence, meaning a place where they can seamlessly gain the information they need, ask questions and get a swift response.

If you haven’t already, look on Google to see if your agency’s profile is set up, and if not, take action to build and optimize it. Add imagery, hours, contact information and other relevant data. Then, engage with your profile. Like any other place online, make consistent updates and be sure to respond as quickly as possible to any substantive stakeholder engagement. Once you have this up and running, your customers will rest more easily. They will know they have a reliable and consistent agency resource in their corner that they can access when and where they need to.

Toasting to your 2026 success

As the clock approaches midnight on December 31st, I hope that you will greet the new year with a sense of optimism on all you can accomplish in the months ahead. Carving out your place in the market is no simple matter. But if you stick to the best practices we’ve gone over here, you can ensure you put your best foot forward in 2026. And with a little luck, by the time 2027 rolls around, you’ll be able to toast yourself for a job well done.

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From AI and analytics systems to cybersecurity and compliance tools, there’s a lot to appreciate in our current tech landscape.

Like many folks, I always think about what I am thankful for around this time of year. It’s a long list, ranging from my health and family to my coworkers and the many agents we serve across the country. One other thing I deeply appreciate is the many tech innovations that have made it easier for us to pursue our industry’s priorities while also staying safe online. In honor of the approaching holidays, I thought I would share some of my favorite tech tools and applications that are helping agencies complete their essential work.

Cybersecurity advances

If you are a regular reader of mine, then you know I during October’s annual Cybersecurity Awareness Month. The subject is so important to those in title, however, that it merits mention here as well. There are several recent advances that deserve attention. AI-powered security tools are making it simpler to detect tampered deeds, altered IDs and forged income or asset documents. Secure portals, multi-factor authentication and powerful wire verification methods are also lowering risk. None of this replaces rock-solid procedures and training, of course. But thanks to technology, title professionals can spend more time serving customers and a little less time worrying about bad actors targeting their transactions.

AI applications

Although AI undoubtedly complicates the IT and security landscapes on one hand, it is also giving agencies important tools to streamline operations and protect critical systems and data. Whether you want to automate routine tasks or flag and respond to security incidents in real time, AI is quickly becoming indispensable in our field. I’m super grateful for how these emerging technologies are lightening the heavy loads of many of my peers and empowering agencies to focus more on service and relationship building.

Compliance technology

Similarly helpful are the advances we are seeing in compliance and RegTech. I don’t have to tell you that our industry carries some complex reporting and compliance requirements. FinCEN Geographic Targeting Orders. BOI-related workflows. TRID disclosures. Privacy laws. Simply put, there is a lot to keep in mind when trying to operate a compliant and successful agency. Yet technology innovation is gradually cutting the time and effort involved in satisfying these obligations. There are tools available now for automatically collecting required data during intake and pre-closing, before generating and storing compliant reporting. With the right tech tools, it has also become easier to run OFAC/sanctions checks and flag issues in real time. All in all, these technologies are streamlining workflows and eliminating clunky manual processes that slow transactions and stymie profitability.

CRMs

In addition to improving agency efficiency and security, technology is also making it far simpler to promote your business and engage with customers. Customer relationship management software (CRMs) is one such example. CRMs provide greater visibility into where your business comes from and offer features geared toward nurturing long-term customer relationships. With a solid CRM in place, you can integrate it with your title production system, automatically log files and initiate status updates. These systems reduce missed opportunities, create organized customer pipelines and unify the work of different departments by providing a single source of truth.

RON and eClosings

Even before the pandemic, customer expectations across industries had been moving decidedly in a digital-first direction. Our industry has slowly adapted to meet this evolving trend, with states across the country gradually moving to allow for remote online notarizations and eClosings. Customers and agencies alike have benefited from this cultural and legislative shift. With RON technology, stakeholders can sign documents via secure audio-video sessions, complete with credential checks. Agencies gain better and more auditable notary logs as a result and reduce the risk of fraud with high quality identity verification technology.

Thanks to technology and title agents like you

Title insurance can be challenging field, which is why I’m thankful for the technology advances on this list. Because of these innovations, it has become far easier for agencies to pursue their business goals and do more with less. Of course, technology is only as useful when implemented. So, I must also extend my gratitude to all the agencies investing in their operations and creating better and more secure experiences. Through your efforts, our industry is far better off, as are the customers and communities who rely on us.

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Wire fraud is evolving fast, driven by sophisticated criminals using AI tools. How can you protect your business? Join Tom Weyant, Risk Management & Data Privacy Officer at ĐÇżŐ´«Ă˝ ĐÇżŐ´«Ă˝, and Jerome Magana, Owner and President of Select Specialty Insurance Services as they unpack the latest trends in cybercrime and emerging threats specifically targeting real estate transactions. Learn why traditional defenses might be falling short, how insurance coverage requirements are changing, and practical steps you can immediately take to safeguard your business.

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By Adam Mohrbacher

It will probably come as no surprise that Abraham Lincoln, famously known as “Honest Abe,” once said, “Reputation is like fine china: Once broken it’s very hard to repair.” Although Lincoln lived in the 19th century, his words have never been more relevant to how we live in the 21st. For many businesses, success in our digital first economy is won and lost on the strength of their online reputation. One study, for instance, reported that more than half of consumers will increase their spending with a brand they feel connected to, and more than 3 in 4 will buy from them over a competitor.[i] With such huge stakes in play, reputation management needs to be an organizational priority. But in the hustle and bustle of running an agency, who has the time for one more task? That’s where new developments in AI can help. Businesses can now utilize AI-powered tools to seamlessly monitor, analyze and respond to online chatter at scale. Here are some of the top ways these applications ensure your reputation stays pristine and your business profitable.

What goes into your online reputation?

Before we start discussing specific AI applications, however, we must clarify what we mean by “online reputation.” Most people know all about the importance of online reviews for influencing buying decisions; but that barely scratches the surface. Your business’s search engine presence, for example, is also deeply important to how your firm is perceived. Social media plays a similarly influential role, as does your company’s website. Then, there is a whole host of third-party listing services like the Better Business Bureau, Chamber of Commerce and directories like Yellowpages and Yelp. All these need to be proactively managed if you want to safeguard your reputation online.

Monitor in real time

Given such scale and complexity, using AI to help with reputation management makes obvious sense. Today’s AI applications can help agencies monitor brand mentions and sentiment in real time. Tools such as Brand24, Meltwater and Mention utilize AI algorithms to scan social media feeds, online forums and review sites, and then catalogue any mentions of your brand by positive, neutral or negative sentiment. Armed with this information, agencies can then respond instantly to important online conversations.  Addressing feedback or answering customer queries in a fast, efficient and proactive way reflects positively on your brand.

Compiling and analyzing data

AI-assisted reputation management goes far beyond simple monitoring and response. Applications such as Talkwalker and Reputation are all capable of scraping the web and providing users with actionable, long-term insights. Once deployed, these natural-language models go to work summarizing and auto-tagging online content about a business’s brand. After that, they cluster it into clear themes so you can quickly spot recurring customer pain points and areas where your business already excels.

Real-time dashboards show immediate shifts in sentiment, while predictive modules forecast where complaints or compliments may spike. Agencies also have the option to use these tools to benchmark their brand against competitors and show whether a dip is industry-wide or specific to them. All-in-all, these AI applications foster deeper consumer analysis and faster course corrections.

Fast, efficient crisis communication

Of course, sometimes despite your best efforts, events occur that can cause harm to your brand. Wire fraud. Vendor failures. Persistent bad reviews. Regulatory violations. All of these can imperil your reputation and damage your long-term profitability. One of the best ways to mitigate any fallout is by having a good crisis communication plan in place. Better yet? Having a good crisis communication plan in place that is augmented by AI.

These agents are invaluable in a crisis scenario for numerous reasons. First, as mentioned, AI excels at monitoring online commentary in real time. If there is ever a spike in negative sentiment, they can alert you to trigger your crisis communication plan. Many of these AI programs can also push out automatic updates across your various online platforms, enabling you to take control of the narrative, ensure messaging consistency and reduce staff fatigue.

Lastly, AI programs can tailor content and optimize your online presence to recover and rebuild trust after the initial crisis scenario has passed.

AI is key to a resilient brand

In the day-to-day grind, prioritizing reputation management can be an uphill battle. Yet a strong brand is always a cornerstone of a successful business. Protecting it requires diligently tracking online conversation across the internet, proactively responding to feedback and mitigating potential crises before they fully emerge. With the rise of AI, it has never been easier for even thinly stretched teams to make that possible. By automating routine tasks, collecting valuable insights and mitigating crisis fallout, these tools enable you to stay on top of your brand with less stress and greater consistency. And that’s a ticket to long-term growth if there ever was one.

[i]

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What is the ideal MSP relationship?

Before diving into metrics, let’s briefly review how an ideal MSP relationship should function. A good MSP partner is fundamentally strategic, technologically savvy, transparent and responsive. Here’s what each of these means in greater detail:

• Strategic: A valuable MSP partner understands your core business goals, market and customers, and will align your technology stack to support short- and long-term priorities.
• Transparent: A good MSP is similarly transparent. The engagement should include regular check-in calls. Your service level agreement (SLA) should be clear, straightforward, and easy to understand. And all issues, limitations, problems and solutions should be communicated swiftly and clearly.
• Technologically-savvy: An ideal MSP’s technological solutions and recommendations are always ahead of the curve and ensure your business stays competitive and secure. MSP relationships with strong ROI are those that proactively educate and equip your team with what they need to succeed.
• Responsive: You only want to workwith an MSP that can act as a true extension of your in-house team. That means they prioritize responsiveness in all areas of their work, from technical breakdowns to emerging cybersecurityissues to planned system upgrades.

MSP providers that meet these criteria represent the gold standard, often helping their clients achieve greater productivity and profitability.

Top metrics for determining MSP ROI

You can assess the ROI of an MSP by looking at each of these characteristics in detail using qualitative and quantitative data points. This will give you a holistic view of how your MSP is impacting your business – for better or worse.

The top metrics for assessing if your MSP is setting you up for smart, strategic and long-term growth are:

• Time-to-market: Measures how fast your MSP can get new solutions up and running.
• % of IT projects completed on time/budget: Parses how effectively MSPs implement technology upgrades without cost and time overruns.
• Adoption rate: Gauges how successfully new solutions are being adopted across your business.
• Revenue and productivity growth: Tracks MSP impact on your business’s bottom line and worker productivity.
• Business continuity/disaster recovery readiness scores: This assesses your organization’s readiness to respond effectively and recover swiftly in the unfortunate event of a disaster.

After you get a sense of how effective your MSP is from a strategy perspective, you can examine transparency and responsiveness:

• Service agreement adherence: Delves into whether your MSP is meeting the obligations detailed in the service agreement signed at the beginning of the engagement.
• Review schedule: Monitors whether check-ins, cadence calls and quarterly business reviews (QBRs) are happening consistently.
• Resolutions within agreed-upon timelines: Ensures reliability and accountability by confirming that IT issues are resolved promptly within established timelines.
• Billing accuracy and clarity: This ensures MSP invoices are aligned with contracted services and conveyed in an easy-to-interpret fashion.
• Internal stakeholder satisfaction: Captures how important constituencies within your organization feel about the MSP relationship.

Lastly, you’ll want to determine your MSP’s technical chops to understand if they are putting you on competitive footing and future-proofing your tech stack:

• Number of migrations from legacy systems: Delves into how effectively your MSP is upgrading your IT environment.
• Cybersecurity audit pass rates: Analyzes the impact your MSP is having on your security posture and its ability to respond to an unpredictable threat landscape.
• End-user satisfaction: Illuminates if your MSP is enabling workers to streamline workflows and elevate productivity.

MSPs: A critical relationship that merits careful consideration

Enlisting an MSP to manage your IT is an important step that can either trip up your business or propel it to new heights. But the only way to know whether you are getting a positive ROI is by carefully assessing your MSP from various angles. By tracking whether your MSP is strategic, transparent, responsive and technically-savvy, you’ll better understand if the partnership is working and whether your MSP should remain a part of your IT team for many years to come.

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As the AI era has unfolded, there has been no shortage of stories about how artificial intelligence can accelerate and even replace the work once done exclusively by human marketers. But as impressive as these technologies are, they still can’t build a brand without substantial human oversight. Branding, at its core, is emotional and subjective. Only the humans deeply invested in a business truly understand what their company stands for and the granular details of the communities they serve. Despite these limitations, AI technologies can still play an important role in strengthening your brand and maximizing its impact across channels and customers. Let’s dig into how you can strategically deploy it in this capacity and give your business a valuable boost.

Consistency is key

If there is one truism in effective branding it is consistency is key. In 2025, customers are inundated with marketing messages, with some studies estimating that the average person sees between 4,000 and 10,000 ads every day.[i] To break through in this saturated media landscape, adhering strictly to your brand messages and identity is non-negotiable. Brand consistency is not just important theoretically either. Research shows it can lead to an average revenue increase of 10-20%.[ii]

Using AI to ensure consistency is perhaps the most important way these technologies can help you build a stronger and more effective brand. AI applications can conduct automated content reviews, where they comb through text with far greater speed and efficiency than a human employee. They can also ensure visual brand compliance, flagging harmful activities like logo misuse, incorrect brand color applications or erroneous font families.

AI enables companies to more easily strike the right balance between uniformity and personalization as well. Marketers can tailor their content for specific audiences while still adhering to the core foundations of their company’s brand. Overall, AI can help your brand speak with a unified voice, regardless of when, where, or to whom you’re marketing. 

Listening and adapting to build brand trust

Beyond brand consistency, AI can also help you build greater brand trust. One of the top ways companies can do this is by utilizing AI for brand listening purposes. Whether on social media platforms, review sites or media monitoring tools, AI can help you keep your finger on the pulse of your customer base. Leveraging these AI-generated insights, you can effectively track your strengths and quickly address weaknesses. Consistently applying these insights helps establish your business as proactive and responsive—truly the gold standard in branding.

Establishing your unique selling proposition

But AI is not just a valuable tool for helping you take stock of your own brand. It also provides deeper visibility into the brands of your competitors. By using AI, businesses can audit competing companies to understand where there are gaps in the market and where critical customer needs are going unmet. They can then fold these insights into the development of their marketing messages and position their own company as bringing something uniquely valuable to the table.

Combine human and AI intelligence for branding success

AI may not be quite ready for the big leagues when it comes to designing a business brand from the ground up. But that doesn’t mean there are not already numerous ways that you can use these technologies to take the work your human team is doing to the next level. Chief among these benefits are establishing consistency, building greater brand trust, and creating a unique selling proposition. Taking these steps will help you not only strengthen your brand’s foundations but carve out a spot for your business to thrive in a cluttered and competitive market.

[i] https://www.digitalsilk.com/digital-trends/how-many-ads-do-we-see-a-day/

[ii] The Impact of Brand Consistency Benchmark Report, Lucidpress and Demand Metric, 2021. Accessed May 11, 2025.

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Document Processing: AI-powered tools can extract relevant information from documents, reducing manual effort and improving accuracy. You can upload a lengthy document into certain AI platforms and ask specific questions to extract the necessary information. Of course, you need to make sure you use AI tools in compliance with your company’s policies around safeguarding sensitive or non-public information.

Improved Communication: AI-powered platforms help convey messages quickly and professionally, making communications clearer and more efficient. You can enter information, or a message intended to be sent to a customer, and then ask an AI platform like ChatGPT or Microsoft Copilot, for example, to restate the communication in a professional tone, or make it sound friendlier, or personalize it, or even to shorten it while retaining all of the important points.

Marketing: AI platforms can help design graphics, write blogs, strategize, and identify target audiences.

So, Where Should You Begin Your AI Journey? Do You Need To Be A “Techie” To Use AI?

The best place to begin is at the beginning … and there is a free four-module beginner’s webinar that you can take at your own pace, requiring only one-two hours per week. Think of this as AI 101 for the non-tech-savvy. Andrew Ng breaks down AI concepts in a way that even your grandma could understand (no offense to tech-savvy grandmas out there). You’ll learn the basics of AI, ethical considerations, and how it’s transforming industries—including real estate.

Once you’ve gotten a handle on the basics, it’s time to learn a bit more about the specifics … about what AI tools are out there that might be of benefit to you, and how to use those particular tools. And, there are TONS of AI tools! You can explore what’s available by reading blogs such as (which includes a link to the author’s ). It’s easy to find AI blogs just by googling, but here are a couple to get you started:

• , Axis Technical Group (June 6, 2023)
• Extracting Value from Intelligent Automation in the Title Insurance Industry, Axis Technical Group (June 2, 2022)

As you do your initial research, you will quickly discover a few core points to be aware of when using AI. Importantly, you will find that asking AI questions is a skill in and of itself. Better prompts lead to better output, so you will need to educate yourself on how to craft prompts that yield the results you want.

Maintaining the safety and integrity of systems and sensitive information is another important concern. Free AI may share information that you give it, or there could be settings within the AI platform that you need to change to ensure that confidential information is not made public or available to anyone else. As mentioned earlier, understanding the safeguards around AI tools and using them in accordance with your company’s policies is essential, especially when handling non‑public or sensitive consumer information.

While these technologies are new, some platforms are already being viewed as more reputable than others, especially those backed by major corporate entities. Some AI platforms are not well known and might pose a danger to your network, so it’s best to coordinate closely with your IT department when selecting AI tools for your organization.

Learning how to effectively and safely use AI is a step beyond the initial research. As you continue on your quest for knowledge, I would recommend looking for more free webinars or informative video shorts. A free webinar from The Title Report that may be of interest is, . It covers (as advertised on its webpage) topics such as:

• Definitions of common AI terms.
• Practical applications of AI in title insurance, including in marketing, sales, communications, graphic design, and more.
• Realistic expectations for what AI can and cannot do.
• Important legal guidelines and quality control measures to consider.

As for video shorts, has a bunch of insightful YouTube videos available just for the taking. In one such video, “,” she introduces us to three more useful AI platforms and demonstrates how they can all be used together to generate the optimal output:

• – helps users analyze academic papers, extract data, and synthesize findings efficiently.
• – consolidates important points from uploaded documents; a Google AI tool designed to enhance note-taking.
• – transforms uploaded information into actionable products; an AI assistant developed by Anthropic.

After you’ve gotten the benefit of all of these great free resources, you may want to consider paying for some specific courses tailored to your objectives for AI – for what you want AI to do for you. There are no shortage of paid-for resources, either, but finding the right one can be tricky. offers several classes as well as a free trial month. offers quite a few AI-related short courses at reasonable prices, including one for writing AI-prompts. When all else fails, just google the type of class you are looking for based upon your objectives. Of course, there’s no substitute for actually using the tools themselves and gaining firsthand experience.

Final Thoughts AI isn’t here to replace us—it’s here to make us superheroes in our field. Whether you’re automating tedious tasks, wowing clients with personalized service, or just freeing up time for that second cup of coffee, these resources are your gateway to mastering AI. So, what are you waiting for? Dive in and start transforming y

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