The 66th says Hedra drove 196% organic revenue growth in four months

The 66th says its search partnership with AI video platform Hedra helped lift organic Google revenue by 196% in four months, while revenue from ChatGPT rose 1,150% and Gemini revenue climbed 180%. The results point to how AI assistants are becoming a new discovery channel for buyers choosing software tools.

Why it matters: - AI search and chat assistants are becoming a sales channel, not just a research tool, for software buyers. - Hedra’s growth suggests that content built for Google can also influence what AI assistants surface and recommend. - The results show how GEO and SEO are converging as buyers move across search engines and AI tools.

What happened: - The 66th announced results from its ongoing partnership with Hedra, an AI video generation platform backed by Andreessen Horowitz. - Hedra has raised $44 million in total funding. - Over four months, Hedra’s organic Google revenue increased 196%. - Over the same period, revenue from ChatGPT increased 1,150%. - Revenue from Gemini increased 180%.

The details: - The partnership was built to help Hedra show up where buyers search, including Google and AI assistants. - The 66th says the work centered on one library of pages that could serve both human buyers and AI systems that read and cite content. - Organic purchaser rate rose more than sixfold as buyers ready to choose found Hedra during the decision stage. - Liam Lytton, founder and CEO of The 66th, said the goal was to make sure the right people could find Hedra “on Google and inside the AI tools.” - Sandra Nachförg-Buleandra, Go-to-Market Lead at Hedra, said the agency delivered high-quality blogs and landing pages and worked independently. - More about the partnership results is available here.

Between the lines: - The results point to a shift in how demand is captured online, with AI assistants increasingly shaping which vendors get considered. - The strongest gains came when content was positioned to serve both search engines and generative AI systems. - For agencies and SaaS companies, the takeaway is that visibility now depends on more than ranking in traditional search.

What's next: - The 66th appears to be positioning its SEO and generative engine optimization work as a repeatable model for AI startups and other businesses. - Hedra is likely to keep leaning on search and AI-discovery channels as the market for AI video tools expands. - The company’s website is here.

The bottom line: - Hedra’s results suggest that buyers are increasingly discovering and choosing software through AI assistants, and the companies that adapt their content for those systems can see outsized revenue gains.