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Key Takeaways Digital marketing is shifting from keywords to intent. People now discover brands through AI tools, social platforms and video — not just Google.
In 2026, companies must align brand presence, media efficiency and full-funnel performance around intent.
Success will come from orchestrating discovery, personalization and conversion across AI search, social SEO, CTV and CRM.
As 2026 approaches, marketing leaders will have to navigate a convergence of change. Artificial intelligence is redefining search and discovery. Social platforms now drive both awareness and transactions, and companies are spending more on Connected TV (CTV).
This is no longer about optimizing isolated tactics. It’s about aligning brand presence, media efficiency and full-funnel performance around intent.
For CMOs and market leaders, the shift is clear: We are moving from keywords to intent. Discovery isn’t happening solely on Google; it’s happening across AI assistants, social platforms and video environments. And the playbook must evolve accordingly.
Related: Why AI Search Will Soon Decide If Customers Ever Find Your Brand
AI search optimization: Beyond the blue links
Generative AI is transforming how consumers find information. Google’s AI Overviews and emerging assistant-based search models (ChatGPT, Perplexity and You.com) produce synthesized answers instead of just links. In an interview with Duane Forrester, a former Yext and Microsoft employee who worked on Bing search webmaster tools, we discussed how visibility is no longer guaranteed based on ranking. Brands need to be structured in ways that are discoverable by machines.
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