The paid media lab AI Hype vs Reality: What actually works in marketing (w/ Rand Fishkin) | S3 EP2
8 snips
Oct 29, 2025 
Rand Fishkin, Co-founder/CEO of SparkToro and former Moz founder, dives into the buzzing world of AI in marketing. He discusses the reality behind AI hype, comparing it to the dot-com bubble, and reveals how Google still dominates over ChatGPT. Rand sheds light on the causes behind declining organic traffic and emphasizes the importance of websites despite zero-click trends. He also critiques broken attribution methods and shares strategies for brands to gain visibility in AI systems, offering a candid view on embracing practical marketing in an AI-driven landscape.
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Balanced View On AI Hype
- Rand positions himself between hype and doomerism, skeptical of extreme claims but realistic about AI's usefulness.
- He expects many AI company failures but enduring, broad practical uses across industries.
Google Still Dominates Search
- SparkToro clickstream data shows Google dwarfs ChatGPT in search volume, so claims of Google's imminent death are premature.
- Hype spreads because extremes go viral and those narratives serve financial and attention incentives.
Platforms Over Websites
- Platforms now dominate influence; websites are resources feeds and citation sources rather than sole destinations.
- Marketers must create influence where audiences pay attention, not just drive traffic to a site.
