AdExchanger Marketing In The Age Of AI Answers
Sep 23, 2025
In this engaging conversation, Alex Sherman, founder and CEO of Bluefish and former head of PromoteIQ, shares insights on the radical shift towards AI in marketing. He explains how brands can maintain control in AI-driven search landscapes by curating the content they feed to models. Alex discusses the vital need for rethinking marketing technology and the risks associated with AI, while providing practical steps for brands to optimize their online presence and protect their reputations against model inaccuracies.
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Pivot To Retailers Fueled PromoteIQ's Growth
- PromoteIQ pivoted from SMB ad tech to powering retailer-owned media because retailers demanded control.
- The marketplace effect accelerated growth as each retailer brought thousands of advertisers ready to buy.
AI Is A Reset For Legacy Ad Tech Players
- Large incumbents like Microsoft struggled to scale third-party ad tech due to limited legacy search share and dispersed product focus.
- AI offers a reset that could change which companies play in ad tech again.
Daily Synthetic Prompting Reveals Brand Signals
- Bluefish generates synthetic prompts across product lines and customer segments to query major AI providers daily.
- It analyzes responses to reveal visibility, sentiment, accuracy and competitor comparisons for brands.