The Marketing Millennials How AI Is Rewriting the Rules of Marketing with Nick Lafferty, Growth Marketer at Profound | Ep. 339
Aug 13, 2025
In this discussion, Nick Lafferty, a Growth Marketer at Profound, delves into the revolutionary changes AI is bringing to search. He highlights the decline of traditional SEO as AI tools like ChatGPT offer direct answers, reshaping user engagement. Nick explains the critical sources AI utilizes for information and the urgent need for marketers to rethink their strategies. He also sheds light on the growing importance of platforms like Reddit and the potential for AI to outpace Google by 2030, urging brands to adapt swiftly to succeed in this new landscape.
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Search Is Becoming Conversational
- Search is shifting from short keyword queries to conversational, multi-sentence interactions.
- That change lets AI give direct answers and reduces click-throughs to traditional sites.
Impressions Up, Clicks Down
- AI overviews increase impressions while reducing organic clicks by 30–40%.
- SEO is shifting from performance to brand and awareness for many companies.
Track What AI Engines Cite
- Monitor AI answer engines by sending representative prompts and recording citations.
- Use that data to see where your brand appears and optimize accordingly.