The Digiday Podcast How Digitas is navigating search’s shift to the AI era, OpenAI's latest talent poach and Netflix's push for personalization
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May 13, 2025 Elena McGurn, SVP of Search at Digitas and an expert in AI-driven search strategies, dives into the evolving landscape of SEO. She discusses how AI is reshaping traditional search behaviors and the implications for brands. OpenAI's recent talent acquisition is explored, highlighting its impact on the advertising landscape. Additionally, the redesign of Netflix's home screen is examined, focusing on personalization and user engagement, which could revolutionize content recommendations and ad interactions for viewers.
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AI Reduces Traditional Search Use
- Google search queries within Safari declined for the first time ever in April 2025.
- This decline likely signals AI-powered search is cutting into traditional search behavior.
OpenAI’s Business Growth Strategy
- OpenAI hired Instacart’s CEO Fiji Simo to build out its business and ad revenue streams.
- This move mirrors Facebook's growth strategy led by Sheryl Sandberg, aiming to mature OpenAI's monetization.
Rediscovering Movies on Netflix
- Tim often uses his Netflix watch list as a personal library of shows to watch later.
- He rediscovered the movie Heat and ended up watching it fully despite his time constraints.