Marks & Spencer (M&S) has launched a new campaign, ‘Make an Understatement’, focused on both men’s and women’s underwear. The campaign has been widely reported as the retailer’s first dedicated men’s underwear campaign in a decade—but is that really the full picture?

What is the difference between AEO and SEO, and why should your business care? We look at the key considerations in AEO, and explain why position zero is the new digital marketing battleground.