# Marketing & Growth

> What the change means for growth marketing, e-commerce, CRM and lifecycle — acquisition entering structural crisis and the informed non-opener.

Digital strategists, growth marketers, CRO and e-commerce managers, personalisation specialists, and CRM/lifecycle teams must shift growth from easily measured volume to value along an AI-mediated journey.

## What changes for marketing & growth

* **Organic acquisition in structural crisis.** Work on being cited by AI engines and holding the post-search moments. Cited brands get about double the organic clicks per impression on AI Overview queries. See [The customer journey shortens](https://www.shaped-by-ai.com/en/impacts/what-is-happening/search-becomes-conversation/the-customer-journey-shortens/).
* **The informed non-opener.** Summaries in the inbox mean the value is captured before the open; open rate demotes from KPI to weak signal. Design the message so the summary works. See [The customer journey shortens](https://www.shaped-by-ai.com/en/impacts/what-is-happening/search-becomes-conversation/the-customer-journey-shortens/).
* **Agent experience.** Optimising for an agent is not optimising for a human: urgency, scarcity and social proof have null or unpredictable effect on software comparing structured data. Completeness and machine-readable legibility of price, availability and conditions — and their consistency across channels — are what count. See [The brand reduced to comparable attributes](https://www.shaped-by-ai.com/en/impacts/emerging-effects/the-brand-reduced-to-comparable-attributes/).

## Responsibilities and actions

1. Define whether the AI channel should generate volume or customers and agree on the measure with Operations & Data.
2. Segment referrals, branded search, summarised email and agentic traffic before assessing performance or budget.
3. Write content and messages that work when extracted or summarised.
4. Coordinate with Brand, AI Visibility, Product and Legal on consistent data, agent experience and delegation limits.