How should marketers adapt content strategy for AI discovery?

Daniel Murray

Founder and Creator · The Marketing Millennials

Quality & frequent updates

Daniel Murray says marketers should focus on quality over quantity and update pages often, because Google flags low-quality AI content and AI tools are less likely to cite pages not updated in over a year.

The answer starts at 3:16.

Dan Kelley

Marketing Science Group Manager - Consumer Packaged Goods + Restaurants Verticals · Snap Inc.

Measure & optimize

Dan Kelley says marketers need to measure and track attention before they can optimize content, arguing that only then can they do the job better.

The answer starts at 31:46.

Duarte Garrido

Co-Founder & Co-CEO · DOJO AI

Human creativity matters

Duarte Garrido argues the differentiator is human creativity: AI commoditizes intelligence and only gives the logical answer, while creativity comes from human experience, not data, so marketers should think differently.

The answer starts at 29:30.

Rustom Dastoor

Executive Vice President, Head of Marketing and Communications for the Americas · Mastercard

Become intelligence function

Rustom Dastoor says marketers can become an intelligence function, arguing that AI and data plus close customer proximity let marketing move beyond creative work to influence product development and pricing.

The answer starts at 20:01.

Louisa Frahm

SEO Director · ESPN

Brand authority & cross-channel

Louisa Frahm says content should still be search-friendly but reach beyond Google, with teams collaborating across channels to reinforce brand authority, because Google no longer delivers the visibility it once did.

Kevin White

Head of Marketing · Scrunch

Long-tail intent focus

Kevin White says marketers should focus on long-tail intent, creating specific content for an ideal customer persona, because AI search users make very specific, long-tail queries and AI bots can find that content.

The answer starts at 19:41.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Maintain human storytelling

Paul Roehrig says marketers must maintain human storytelling, arguing that successful campaigns are human-centric and that AI may help but won't supply that human spark, which has to be nurtured throughout the process.

Ryan Gavin

Chief Marketing Officer · Slack

Orchestrate, don’t just do

Ryan Gavin says marketers need to switch from doers of the work to orchestrators of it, because with AI agents doing more, people must stay present and question the work that comes back.

Marvin Chow

VP of Consumer and AI Marketing · Google

Emphasize judgment

Marvin Chow says marketers should emphasize judgment, since execution is getting easier and cheaper while judgment and conviction about what matters to an audience remain a high bar.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

Prioritize SEO visibility

Jonathan Kerr says marketers should ensure very good, positive visibility in search, because AI overviews and tools like ChatGPT and Gemini are significantly affecting SEO traffic and where it goes.