How should marketers adapt for AI-driven search engines?

Daniel Murray

Founder and Creator · The Marketing Millennials

Create quality, regularly updated content

Daniel Murray says marketers should post a few great, thought-leadership content pieces rather than hundreds of keyword articles, and update old pages, since pages not updated in a year are two times less likely to be cited by AI tools.

The answer starts at 3:16.

Jay Schwedelson

#1 Marketing Podcast in United States! (Source: Apple Podcasts) - Do This, Not That: For Marketers · GURU Media Hub

Use 1995‑style marketing

Jay Schwedelson says marketers should use what he calls "the 1995 version of marketing" — cheesy listicles — because that's the content format AI tools pull from, and he cites Ahrefs finding schema gave no benefit across 1,900 pages.

The answer starts at 6:19.

Kieran Flanagan

SVP, Agentic GTM & Systems · Hubspot

Diversify across platforms

Kieran Flanagan says marketers should diversify across platforms, because search is being democratized and diversified, so they should identify which platforms fit their ideal customer and be there.

Dave Steer

Chief Marketing Officer · Webflow

Focus on day‑two systems and personalization

Dave Steer says marketers should build day-two systems and personalize digital experiences, because that lets teams rapidly experiment, optimize conversion and improve in a closed loop.

The answer starts at 8:02.

Kevin White

Head of Marketing · Scrunch

Get cited as source

Kevin White says the place to start is measuring whether your brand shows up for the prompts you care about and whether AI bots cite it as a source of truth, which tells you how to adapt your strategy.

The answer starts at 7:17.

Louisa Frahm

SEO Director · ESPN

Use multimodal search best practices

Louisa Frahm says that to surface guides in AI platforms, tapping into multimodal search best practices is important, incorporating images and video to give AI platforms diverse content to cite.

Cassie Wilson Clark

Fractional Content Strategist · Cassie Clark Marketing

Create strong point‑of‑view content

Cassie Wilson Clark says marketers should create content with a strong point of view, because she's seen blogs with a strong point of view get picked up highly by LLMs.

Marvin Chow

VP of Consumer and AI Marketing · Google

Adopt a growth mindset

Marvin Chow says marketers should adopt a growth mindset, being open to unlearning how things were done in the past and embracing how things can be done in the future, since that is valuable as things shift.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

Maintain strong positive visibility

Jonathan Kerr says you should put yourself in a position to have very good and positive visibility, because AI inhales everything said about you across the internet.

Andy Crestodina

Co-Founder and Chief Marketing Officer · Orbit Media Studios

Focus and update key pages

Andy Crestodina says marketers should focus on and update their key pages, both to improve conversions and to train the AI to recommend them.