Companies\' digital marketing competition is shifting from ranking high in traditional search results to getting brands mentioned in AI-generated answers, as AI search and chatbots become a starting point for information. New optimization concepts and consulting are spreading, while tactics include comparison-style content designed for easy extraction by large language models. Microsoft disclosed cases of hidden prompts inserted into \"AI summary\" features to bias AI memory and recommendations. Some warn market expectations exceed actual usage.

Volkswagen has made clear it will return in-car controls to physical buttons. CEO Thomas Schaefer called the move non-negotiable in an interview, criticising touch-sensitive sliders and attributing earlier design choices to an iPhone-like influence. The company has expanded touch and capacitive controls in recent years but faced consumer complaints over usability. The shift is framed as a strategic reset as Volkswagen seeks to rebuild brand trust in the electric-vehicle race.