RiskReversal Pod AI’s Assault on Search and Commerce with Joe Marchese
Jul 6, 2025
Joe Marchese, General Partner at Human Ventures and expert in brand building, joins the discussion on AI's transformative effects on media and advertising. He shares insights from Cannes, highlighting tech giants' influence and the future landscape shaped by AI. Topics include AI's disruption of traditional publishing, challenges with content ownership, and evolving search advertising strategies. Joe also emphasizes the importance of real-world experiences and brand trust in a digital age, particularly through his new role at Breakaway.
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Episode notes
AI's Paradoxical Impact on Media
- AI is disrupting traditional media by scraping content but still depends on publishers for current information.
- This creates a paradox where publishers are crucial yet suffer traffic and revenue decline.
Search Evolution and Publisher Trust
- Search and advertising models are evolving as AI provides direct answers, reducing website traffic.
- Trust and brand credibility become essential for publishers to maintain relevance.
AI Hotel Booking Anecdote
- Dan Nathan's wife booked a disappointing hotel using AI-powered Perplexity.
- Dan subsequently used his preferred service and found a better option, showing current AI limitations.
