Tag: AI

The next decade of AI is being built right now, in decisions happening this quarter inside companies whose leaders are reading this piece.

By Julian Diep, Paid Acquisition Consultant, Blue Grid Media Only 11% of cited domains overlap between AI engines. That changes everything about how you measure brand visibility. For two decades, marketers had a clean answer to the question is my brand visible. The answer was share of search. You looked at search volume on your brand terms, compared it to…

This is the part to keep saying out loud to your teams, your CFO, and your board: the foundation we’ve all been operating in is different now, and more changes are coming.

The future of marketing is unlikely to belong to either humans or machines alone. Instead, it will belong to organizations that understand how to combine the strengths of both.

The AI referral moment will not be won in the answer box alone.

If the existing model continues to deteriorate, the answer cannot be to simply hope that the market corrects itself.

Start by asking what happens when the customer isn’t in the room.

What Google quietly taught marketers about quality control, and the lesson goes well beyond local search.

The marketers who win the zero-click era won’t be the ones with the best schema markup.

Google may lose its crown, and search and marketing, plus story-telling, may become easier and less costly for the small and the bif enterprises.

Daily use of custom-built, AI-enhanced workflows and processes will be standard practice across our global workforce by year-end, and EMEA is tracking nicely against the ambition. 

The real question is not whether AI will make advertising more efficient. It almost certainly will. The real question is whether the industry can prevent “better performance” from becoming a euphemism for worse markets, weaker trust, and bigger external costs.

At the end of the day, AI stands for different things to different people and, in my experience, it is artificial and its “intelligence” is debatable.

Search marketers must also become experts in the evolving effect of AI on search.

Much of the fragmentation that defines digital advertising today exists because humans are stitching together dozens of tools, intermediaries and data layers.

The question isn’t whether your brand is ready for AI. It’s whether your operating model is ready for anything at all.

The audience isn’t going anywhere. The targeting, measurement and self-serve tools will get built because OpenAI can’t scale a real ads business without them.

It’s tempting for large, established brands to believe they’re insulated. History suggests otherwise.