Decoding AI for Marketing The Next Evolution of AI, Search, and Advertising
Jan 27, 2026
Michael Walrath, Yext CEO and ad-tech veteran (DoubleClick, Yahoo, Moat), explains how AI is reshaping search and advertising. He discusses generative search, context and memory, and why structured data and citations will replace clicks. He predicts affiliate-style monetization, fragmented AI engines, and practical steps for brand visibility in an AI-first world.
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AI Will Fundamentally Rewrite Marketing
- Generative AI will rewrite marketing and discovery more deeply than past shifts like mobile or programmatic.
- Winners will be those who evolve as the rules get rewritten, not those who cling to old models.
Context Makes Generative Search Superior
- Generative search beats traditional search because it uses far more context and longer conversational queries.
- That deeper context makes AI responses more personalized and powerful than single short search queries.
User Context Creates Market Fragmentation
- Personal investment in an AI assistant creates high switching costs because the model accumulates user context over time.
- That entrenched context means multiple AI engines will coexist rather than one single winner.