This article is part of ADWEEK’s Marketing Vanguard program and was written in collaboration with one of its members.

For the last two years, every marketing conference has focused on the same topics: ‘AI for Efficiency,’ ‘AI and ROI,’ ‘Will AI Replace Creatives?’ But while the industry obsesses over automation and cost savings, they’re overlooking three huge shifts in how consumers use AI that marketers must understand in order to harness the technology.

AI has rewritten the rules of brand discoverability

Consumers are already discovering brands through AI platforms. According to a recent Forbes study, that traffic converts at 9x the rate of traditional search. Yet most marketers still see AI as a content creation tool, not a discovery engine.

Brands need to focus on Answer Engine Opt

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