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