The whole piece is well worth reading.
AI‑first browsers and the end of the pageview economy
With 60% of searches now ending without a click thanks to AI‑generated overviews, even established brands are disappearing from view at the point of discovery.
Many large business software and services companies are already seeing search‑driven visits fall sharply, even as revenue and product usage continue to grow, forcing a rethink of how demand is created, captured and measured.
This marks a fundamental shift because for years, the browser was the reliable cornerstone of digital marketing. Chrome and Safari became the dominant gateways to the web, and most playbooks assumed a predictable path: search, click, website, conversion...
With switching easier than ever and clicks falling, buying more attention quickly becomes expensive and does not always translate into outcomes. The teams that will win are not those that buy more reach, but those that design for clarity, consistency and continuous learning.
Political marketing may be somewhat different, but to take one topical example, the UK Labour Party is a political brand. Even its most loyal supporters would probably not praise it for marketing itself with clarity, consistency and continuous learning.
AI‑first browsers and the end of the pageview economy
With 60% of searches now ending without a click thanks to AI‑generated overviews, even established brands are disappearing from view at the point of discovery.
Many large business software and services companies are already seeing search‑driven visits fall sharply, even as revenue and product usage continue to grow, forcing a rethink of how demand is created, captured and measured.
This marks a fundamental shift because for years, the browser was the reliable cornerstone of digital marketing. Chrome and Safari became the dominant gateways to the web, and most playbooks assumed a predictable path: search, click, website, conversion...
With switching easier than ever and clicks falling, buying more attention quickly becomes expensive and does not always translate into outcomes. The teams that will win are not those that buy more reach, but those that design for clarity, consistency and continuous learning.
Political marketing may be somewhat different, but to take one topical example, the UK Labour Party is a political brand. Even its most loyal supporters would probably not praise it for marketing itself with clarity, consistency and continuous learning.
Loyal supporters might not chose to see their party in this way, but the comparison is interesting and the incompetent marketing unmissable.
