MarTech Podcast ™ // Marketing + Technology = Business Growth How will features like Google's AI Mode impact how people market?
Sep 30, 2025
AI search features are revolutionizing digital marketing strategies. Alex Schultz from Meta discusses the shift toward AI-powered search and chat, emphasizing the rise of AI engine optimization. He explores the competition between Google's Gemini and OpenAI's ChatGPT, alongside Meta's innovative use of AI through glasses and voice interfaces that enhance real-world context. These advancements promise to redefine traditional advertising and challenge our understanding of search dynamics.
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Core Marketing Principles Persist
- Alex Schultz says core marketing principles like incrementality and measurement will persist despite AI shifts.
- He also predicts AI will fundamentally transform how we market.
Search Is In Play
- Alex admits the future of search is uncertain and calls the competition "the game".
- He notes Gemini increases search volume and keeps people on the site, changing user engagement.
AI Engine Optimization Emerges
- Schultz predicts organic search and optimization signals will shift toward AI-driven formats.
- He coins the concept of "AI engine optimization" as the possible successor to SEO.
