Layla Baradaran

Comms @ Profound

[Profound @profound]

New survey data from Profound reveals that ChatGPT and Gemini are still the most used AI assistants in the market.

More from our Economist, @jenz_pf 🧵

[Layla Baradaran @LaylaBaradaran]

@dbabbs @profound What a crazy unlock. The FIRST AI teammate built to THINK like a marketer.

[Dylan Babbs @dbabbs]

Today, @profound is launching Aim, the first background agent purpose-built for marketers.

For months, we've been obsessed with one problem: dashboards tell you what's happening, but not how to act on the data.

Aim is the agent harness designed specifically for marketing. Aim is trained from scratch on Profound's proprietary data, grounded in our research, and understands how marketers get work done.

Aim analyzes your AI Search data, Prompt Volumes, competitive insights, and Knowledge Base to surface the opportunities worth acting on. It finds the anomalies that matter so you can spend your time on what moves the needle.

Every Project comes with a data-backed brief and recommended tasks. From there, you can:

• Chat with Aim to refine the plan
• Deploy the custom Agent in one click
• Track progress automatically

Aim is your newest teammate keeping you moving in the right direction, working 24/7.

[Profound @profound]

We're at Cannes Lions next week.

James is taking the stage with leaders from Google DeepMind, OpenAI, Spotify, Reddit, and LinkedIn, launching new research with VaynerX, and hosting dinners and meetings all week.

Meet with the team https://t.co/VkNg5N4yX7

[Dan Altman @manaltdan]

Much of frontier AI governance is model-level: as you scale the compute and data used to train a model, its capabilities scale too, so you evaluate the model before release. In a new paper (from my time at DeepMind), we explore how that logic strains when capability comes from outside the base model.

For example, inference gain (more compute at test time), systems gain (scaffolds, tools, agents), and asset gain (pairing a model with restricted data or hardware) all make it harder to elicit a model's real capabilities before release. Further out, continual learning and gains from robotics may do the same.

In this case, model-level governance may need complementary layers: governing the systems built on top of models, the organizations that ship them, how agents interact, and the cloud deployments where it all runs. All of these are imperfect, however, and we explore the limitations of each.

Great working with @arthur_goemans_ (lead author) and many others (@NoemiDreksler @jonasfreund_ Milan Gandhi @zhengdongwang Sarah Cogan @sebkrier Demetra Brady Lewis Ho, @AllanDafoe) on this paper, now accepted at ICML.

[Dylan Babbs @dbabbs]

What a MONTH. The team has been operating at full speed. A few of the features we shipped in May

[Dylan Babbs @dbabbs]

We're activating at @Shoptalk EMEA. Meet us at booth K20.

[Layla Baradaran @LaylaBaradaran]

@dbabbs @profound Can't wait to bring Zero Click NY to life! It's going to be epic

[Dylan Babbs @dbabbs]

The world's top experts in AI Marketing.

NYC | June 11

@profound Zero Click is back with an incredible list of speakers joining us from Ramp, Coca Cola, Delta, CVS Health, U.S. Bank, G2, Reddit, LinkedIn, Gamma and more.

[Dylan Babbs @dbabbs]

Last week, we brought over 750 marketing leaders to SF for @profound Zero Click.

And we launched a completely new role: the Marketing Engineer.

Every single business will need this role. Just 3 days in, companies like Google and Autodesk have already adopted the role.

[Dylan Babbs @dbabbs]

The Marketing Engineer is the most important hire a marketing team can make in 2026.

Not to run campaigns, but to build the agents that run them.

Today we're introducing a new role to the marketing org:

𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿

We believe every business on the planet will eventually need one. Their job is to build the Agents, automations, and systems that create a new kind of marketing. Part-builder, part-strategist.

They build Agents that monitor media coverage, flag sentiment shifts, and draft journalist outreach before your PR team even knows there's a story.

They build Agents that track every competitor move, grade its severity, and rewrite your battle cards and talk tracks before your next sales call.

They build Agents that turn every webinar into a brand-voice article, refreshed weekly and queued for your team to review before posting.

Our first marketing hire @nicklafferty has already become @profound's Founding Marketing Engineer, the first person to hold this title at a company fully behind it.

Every marketing team on the planet will use AI to do their jobs better. But to build truly impactful systems, you need an owner and an orchestrator.

That's the Marketing Engineer.

[Layla Baradaran @LaylaBaradaran]

@kaleighf Confirmed your spot - see you there!

[Dylan Babbs @dbabbs]

My career so far has been devoted to digital product and design engineering, from building interactive map experiences at @uber to AI agents for marketers at @profound.

This past month, the team and I were able to venture into a whole new medium: physical brand campaigns!

If you're in New York City, check out Union Square station. We did the "Union Square takeover", covering nearly every advertising slot in the station, along with a few billboards and transit signs throughout San Francisco.

It was a super awesome moment seeing Profound move from existing solely in the digital world and into the physical world.

And of course, a massive shoutout to @semalkhalil, who led the creative component of this campaign from concept all the way to execution in just a matter of a few weeks. It is an excellent example of two of the key values we embody at Profound: speed and quality. More on this story later!

We're super proud of this campaign... please check it out in person and snap some pics.

[Dylan Babbs @dbabbs]

Today, @profound is excited to announce our $96M Series C at a $1B valuation, led by @lightspeedvp with participation from @sequoia, @kleinerperkins, @mattevantic, @saga_ventures and @spc.

When we started Profound 18 months ago, we had two fundamental beliefs about where marketing is heading:

1. Every company will care deeply about how AI talks about their brand.
2. Every marketer will use AI Agents to do their best work, faster.

Those beliefs are becoming reality faster than we imagined.

Now, we serve more than 10% of the Fortune 500 and are the number 1 leader on the G2 grid for AEO.

To double down on that momentum, we’re taking two big swings:

𝗣𝗿𝗼𝗳𝗼𝘂𝗻𝗱 𝗔𝗴𝗲𝗻𝘁𝘀: AI workers that take marketing teams from concept to execution.

𝗣𝗿𝗼𝗳𝗼𝘂𝗻𝗱 𝗨𝗻𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆: certifications and cohort-based learning for marketers who want stay at the forefront of AI marketing.

Reply with 𝗔𝗚𝗘𝗡𝗧 for free access to one of our most popular agents. No account required and no strings attached.

[Layla Baradaran @LaylaBaradaran]

@dbabbs @profound @Reddit @figma @GammaApp @Expedia @RamP It's going to be epic. A pleasure to bring to life. Be there.

[Dylan Babbs @dbabbs]

Zero Click by @profound is back for TWO more sessions in 2026:

🌁 San Francisco: April 8th
🗽 New York: June 11th

The world’s leading conference on AI Marketing and AI Search.

Join leaders from brands like @reddit, @figma, @gammaapp, @expedia, and @ramp

[Ara Kharazian @arakharazian]

Fastest growing companies on Ramp

trends to watch: (1) AI infrastructure means open source is likely ticking up, (2) AI dev tools (@Lovable) are not going away, (3) AEO is the future of marketing (@profound)

[Ian Macomber @iandmacomber]

Good enough for me -- nicely done @profound

[Layla Baradaran @LaylaBaradaran]

Announcing @profound Workflows

[Dylan Babbs @dbabbs]

Today, I'm excited to announce @profound Workflows is available in public beta to all enterprise customers.

The automation layer for content operations in the era of AI Search.

[Layla Baradaran @LaylaBaradaran]

Thank you, @ahhensel at @modernretail, for speaking with @profound about how brands are showing up via AI Search this holiday season.

Looking forward to Black Friday Index's YoY comparison data.

[Profound @profound]

Thank you, @ahhensel at @ModernRetail, for sitting down with Ralfi Berk (Product) to feature our Black Friday Index, showcasing which brands are dominating AI Search this holiday season.

Read the full article to learn more.