Ep 169: Will AEO change the way we search? With Sam Hurley, co founder of NOVOS

On this episode, I’m asking a question that’s quietly reshaping digital marketing: Will AI change the way we search? I’m joined by Sam Hurley, founder of NOVOS an SEO and AI Search agency. We unpack what’s happening to discovery as AI answers more of our questions for us, and what that means for brands, agencies and search strategies.

We talk about how AEO or GEO or AIEO or what ever you call it fits into the mix, how it differs from traditional SEO, and why Google, OpenAI and Perplexity might soon be the new gatekeepers of visibility. We also get into what brands can actually do right now to prepare for AI-native search, and whether this shift is likely to change consumer behaviour forever.

If you work in commerce, brand marketing or digital strategy, this episode will help you understand what’s next for search, discovery and visibility in the age of AI.

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