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.
4 comments:
I find the AI summaries on google seductive then I remind myself that the first question I ever asked google's AI was answered with a lie. A few days later it lied to me again on a different subject. Lord knows how many lies it's told me since.
The Labour Party is like the Hapsburgs; they forget nothing and learn nothing.
dearieme - Elon Musk thinks AI systems will have to compete on reliability, but there seems to be some doubt that the public versions behind search engines will ever be reliable enough for commercial use.
I recently watched a video where the part owner of a specialist AI business said that commercial applications would require AI systems trained much more narrowly on specific business requirements.
decnine - yes, it's a problem with ideology, it gets in the way of learning. A strange party, people should grow out of it as real life has to be dealt with, but many never do.
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