Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

In this edition of Between Calls, we explore the rise of AI visibility in search, with Semrush’s AI Visibility Index revealing how brands are adapting to AI-driven search platforms. Next, we highlight Unilever’s groundbreaking research uncovering the connection between the skin microbiome and mental well-being, offering new perspectives on holistic health. Lastly, we discuss MIT’s development of SCIGEN, a tool that enhances generative AI models to design materials with exotic properties, potentially revolutionizing fields like quantum computing. Happy Reading!

AI-driven search and visibility is taking over from SEO incredibly fast. Semrush’s AI Visibility Index provides a comprehensive analysis of how brands are performing in AI-generated search results, highlighting the importance of AI visibility for digital marketers. The index reveals that users interacting with large language models (LLMs) are 4.4 times more likely to convert than those using traditional search engines, emphasizing the need for brands to optimize their presence in AI search environments.

Furthermore, AI-generated results are projected to overtake organic search traffic by 2028, signaling a significant shift in how consumers discover information online. The AI Visibility Index analyzed over 2,500 real-world scenarios across platforms like ChatGPT and Google AI Mode, providing insights into brand mentions, sentiment, and competitive performance. It also showcases which sources are the most important for AI-based searches, with emphasis on more online community forums like Reddit, Wikipedia. Brands are now tasked with not only creating high-quality content but also ensuring their visibility in AI-generated responses to maintain a competitive edge in the evolving digital landscape.

Unilever scientists, in collaboration with the University of Liverpool’s Microbiome Innovation Centre and Brain & Behaviour Lab, have uncovered a significant link between the skin microbiome and mental well-being. Their research, published in the British Journal of Dermatology, identifies that higher levels of the bacterium, ‘Cutibacterium’, on the face and underarm are associated with reduced stress and improved mood. This discovery suggests that the skin microbiome plays a crucial role in the skin-brain axis, the bidirectional communication between the skin and the brain.

The study analyzed skin samples from various body sites of 53 adults and found that a more resilient microbial community correlates with better psychological well-being. These findings open new avenues for developing skincare products that not only enhance physical appearance but also support mental health. By targeting the skin microbiome, there is potential to create holistic solutions that address both aesthetic and psychological needs, marking a significant advancement in the field of wellness.

Researchers at MIT have introduced SCIGEN, a novel tool that enhances generative AI models to design materials with exotic properties, such as those required for quantum computing. Traditional AI models often generate materials optimized for stability, but SCIGEN incorporates specific design rules that steer models toward creating materials with unique structures that exhibit desired quantum properties. This approach addresses a critical bottleneck in materials science, where the discovery of new materials with specialized properties has been limited.

By applying SCIGEN, researchers can generate millions of candidate materials, including complex lattice structures like the Kagome lattice, which are associated with quantum properties. The tool’s ability to guide AI models in material design has the potential to accelerate breakthroughs in areas such as superconductivity and quantum computing. While experimentation is still necessary to assess the practical applications of AI-generated materials, SCIGEN represents a significant step forward in leveraging AI to tackle complex challenges in materials science.

As a dermatologist and neuroscience researcher with expertise in psychodermatology, create a comprehensive, beginner-friendly guide to the skin-brain axis. Define the concept and explain its unique bidirectional communication system between skin health and mental wellbeing using clear analogies and everyday examples. Break down core concepts like neurogenic inflammation, stress-induced skin conditions, and neuropeptides while exploring how psychological states manifest in skin disorders including eczema, psoriasis, and acne with their specific biological mechanisms. Detail communication pathways between the nervous system and skin including the HPA axis, neurotransmitters in skin tissue, and immune interactions while addressing evidence-based approaches for managing conditions through stress reduction and lifestyle modifications. Include current research findings, real-world applications, and practical recommendations for mental health and skincare routines. Maintain a balanced, accessible tone throughout while acknowledging both the promising potential and important limitations, ensuring readers gain theoretical understanding and practical knowledge about this connection between our largest organ and our mind.