Media Buying Briefing: AI’s impact on search forces agencies to rewrite the marketing script
For all the talk of generative AI upending the media agency business — I get daily pitches of this agency or that data platform rolling out a new proprietary AI system that changes everything! — it’s not as impactful as what’s happening to the search business.
Zero-click search and generative search optimization (GEO) are the new battle cries of the media planning and buying world, all because generative AI has upended search behaviors as we’ve known them the last 20 years — and with those changes, an even deeper upending of classic purchase-funnel activity.
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Source:: Digiday
