The WARC Podcast 2026 trends: The zero-click customer journey
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Dec 16, 2025 Tiffany Perkins Munn, Head of Data and Analytics at JPMorgan Chase, and Stephen Whiteside, WARC's Head of Content for the Americas, dive into the evolving landscape of AI and its impact on the customer journey. They discuss how generative engine optimization (GEO) is shaping marketing strategies and the shift from traditional SEO. Tiffany emphasizes the need for brands to foster trust through consumer-generated content while Stephen explores the future of agentic commerce, highlighting its implications for industries like finance and travel.
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GEO Is A Different Discovery Problem
- Generative Engine Optimization (GEO) is about ensuring your brand appears and is favoured when users prompt AI platforms like ChatGPT or Perplexity.
- GEO requires broader content strategies than SEO because LLMs synthesize community-led how-tos, explainers, and consumer-led sources.
Run SEO And GEO In Parallel
- Reallocate budget tactically: keep core search spend while experimenting with GEO to avoid losing proven conversion channels.
- Run parallel programs: maintain SEO performance and invest in GEO tests to learn without disrupting existing ROI.
Consumers Move From Hunters To Delegators
- AI is rewiring consumer behaviour from searching and comparing to expecting instant recommendations and decisions.
- Brands must now compete to be selected by humans or their agents rather than only to capture attention.
