BOSTON, MA — June 02, 2025 — Synapse, a performance marketing agency specializing in paid search, SEO, social media advertising, and analytics, today announced the launch of Synapse Labs, a new internal initiative designed to keep the firm—and its clients—at the forefront of AI-driven marketing innovation.
Synapse Labs will focus on two core objectives:
- Tracking and Optimizing for AI Overviews and AI Engines
As generative AI continues to transform the search landscape, Synapse Labs will explore new strategies for tracking and optimizing visibility across AI-powered overviews and engines such as Google’s Search Generative Experience (SGE), ChatGPT, and emerging platforms. The goal: ensure clients remain competitive in an evolving SERP environment where traditional ranking signals are no longer the sole drivers of performance. - Leveraging AI and Advanced Tools to Improve Delivery
The task force will also be responsible for identifying AI models, automation platforms, and advanced toolsets that enable the Synapse team to execute work more quickly and with even greater precision. From content topic ideation and keyword research to data analysis and reporting, Synapse Labs will evaluate emerging solutions to enhance both speed and quality across service lines.
“Synapse Labs represents our commitment to not just keeping up with the pace of innovation, but leading it,” said Paul Benson, Co-Founder of Synapse. “As the marketing landscape shifts, our clients need forward-thinking strategies that are both effective today and built for tomorrow. This task force ensures we’re always experimenting, adapting, and finding ways to deliver smarter, faster, and more impactful campaigns.”
Company co-founder Mark Casali added “As AI transforms the digital landscape, measurement will stay at the core of our mission. In a world defined by automation and constant change, clear, accountable metrics keep our strategies grounded, effective, and transparent. With Synapse Labs, measurement remains our guiding compass—empowering us to deliver meaningful results in an increasingly AI-driven world.”
Synapse Labs is already piloting several AI-driven initiatives, with early tests showing promising results in operational efficiency and AI overview optimization. As an immediate next step, Synapse will be rolling out its new AI Looker Studio dashboard to all existing clients in the coming weeks, with additional innovations rolling out throughout 2025.
For more information about Synapse and its services, visit www.synapsesem.com.
