Marcelo Costa — Blog (English)GEO, SEO and AI-driven marketing for B2B companies. Articles on how artificial intelligence is changing visibility and branding.https://marcelocosta.com.br/en/enGoodhart's Law in marketing: when a metric becomes a target, it stops measuring what mattershttps://marcelocosta.com.br/en/blog/goodharts-law-in-marketing/https://marcelocosta.com.br/en/blog/goodharts-law-in-marketing/When a metric becomes a target, it stops measuring what matters. How Goodhart's Law distorts industrial B2B marketing and how to avoid the trap.Tue, 14 Jul 2026 00:00:00 GMTOKF and the LLM Wiki pattern: the format that decides whether AI will cite your companyhttps://marcelocosta.com.br/en/blog/okf-llm-wiki-ai-citation-standard/https://marcelocosta.com.br/en/blog/okf-llm-wiki-ai-citation-standard/Open Knowledge Format (OKF), from Google Cloud, standardizes the "LLM Wiki" and determines whether AI cites or ignores your company's technical knowledge.Sun, 05 Jul 2026 00:00:00 GMTWhat AI-First means when the product you sell is physicalhttps://marcelocosta.com.br/en/blog/ai-first-industrial-market/https://marcelocosta.com.br/en/blog/ai-first-industrial-market/AI-First isn't a chatbot on the website. What changes when the product is physical, why industry confuses a tool with a paradigm — and where the change begins.Sat, 27 Jun 2026 00:00:00 GMTWhen AI answers about your company without enough sources, the problem isn't the modelhttps://marcelocosta.com.br/en/blog/ai-hallucination-industrial-marketing/https://marcelocosta.com.br/en/blog/ai-hallucination-industrial-marketing/Contextual hallucination isn't just an AI error — it's a brand risk for industrial companies. What happens when AI answers with wrong parameters about your B2B product.Sat, 20 Jun 2026 00:00:00 GMTThin Source Pool: how to find where AI engines have no answer for your industrial product — and get there before your competitorshttps://marcelocosta.com.br/en/blog/thin-source-pool-industrial-marketing/https://marcelocosta.com.br/en/blog/thin-source-pool-industrial-marketing/Thin source pool: how to identify where AI engines can't find answers for your industrial niche — and publish before your competitors do.Sun, 14 Jun 2026 00:00:00 GMTGEO in industrial B2B marketing: how to make your company's technical expertise a source cited by AIhttps://marcelocosta.com.br/en/blog/geo-for-industrial-marketing/https://marcelocosta.com.br/en/blog/geo-for-industrial-marketing/GEO for industrial B2B: how to structure technical expertise to be cited by ChatGPT and other AIs before competitors enter the specification process.Fri, 05 Jun 2026 00:00:00 GMT