The Marketing Millennials How Your Brand Can Show Up On AI Search in 2026 with Tifenn Dano Kwan, CMO of Amplitude | Ep. 377
Dec 24, 2025
Tifenn Dano Kwan, CMO of Amplitude, dives into the transformative impact of AI search on marketing strategies. She discusses how traditional SEO remains vital while urging marketers to diversify their approaches. Tifenn emphasizes the importance of AI visibility, revealing how it measures brand mentions in LLM responses. She also explores new metrics beyond just traffic and highlights how to optimize content for AI agents. Plus, her insights on balancing SEO with LLM readiness promise to equip CMOs for success in the evolving digital landscape.
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Why Amplitude Was Founded
- Tifenn explained Amplitude's origin: founders built the product to reduce the 95% failure rate of digital products.
- The company scaled rapidly and went public around 2021–2022 to help teams improve digital product outcomes.
AI Search Is Growing But SEO Still Dominates
- LLMs haven't replaced SEO yet; Amplitude still gets ~80% of traffic from SEO and ~1% from LLMs.
- The web is diversifying into traditional search and AI search, so marketers must expand channels not abandon SEO.
Optimize Content To Be Cited Everywhere
- Optimize for citations across the web: blogs, podcasts, forums, review sites and social.
- Build content that gets cited in the places LLMs and AI overviews scan so your brand appears in responses.