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Summary
Getting noticed is only the beginning. As consumers discover brands through search engines, social platforms, creators, retail environments and AI-powered tools, visibility alone no longer guarantees relevance or consideration. In her latest article for The Advertising Club of New York, Tracy Adams, PhD, Senior Director of Research & Insights at the ARF, examines how the changing discovery landscape is reshaping the relationship between brands and consumers. Drawing on recent ARF and industry research, she explores why recognition, relevance, credibility and trust are increasingly important to turning brand exposure into meaningful consumer engagement.
