How is AI changing the way customers discover brands, and what does that mean for SEO, paid search, influencer marketing and digital PR? In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers explore one of the biggest shifts in digital marketing: the move from traditional keyword searches towards AI-powered conversations, recommendations and personalised discovery. For years, marketers have relied on identifying high-value keywords, ranking for them organically or bidding on them through Google Ads. But the way people research products and make purchasing decisions is changing. Consumers are increasingly turning to ChatGPT, Claude, Google AI Mode and other AI tools to research their options, compare products and make decisions before they ever visit a website. This creates a fundamental challenge for marketers. If customers are making decisions earlier in their buying journey, how do brands influence those decisions? And if AI systems are drawing on recommendations from creators, publishers, podcasts and other trusted sources, are we seeing the return of something that looks suspiciously like the old practice of paying for links? Drawing on Ciaran's experience at a recent Google event, alongside practical examples from live advertising campaigns, Daniel and Ciaran discuss how marketers need to rethink search, advertising, content partnerships and measurement. In this episode Why AI is transforming how customers discover brands Traditional search often started with a handful of keywords. AI-powered discovery is much more conversational, allowing people to explain their requirements, explore alternatives and receive personalised recommendations. Daniel and Ciaran discuss why customers may now arrive on your website much further along the buying journey. The decline of traditional keyword targeting Ciaran shares how some of his paid search campaigns have experienced significant reductions in traffic and why relying exclusively on exact-match and phrase-match keywords is becoming increasingly risky. They explore how conversational search creates a much larger range of possible queries and customer journeys. Google AI Max, Performance Max and the changing role of paid search Following conversations with Google's advertising specialists, Ciaran explains why he is experimenting more extensively with AI Max, Performance Max and Demand Gen campaigns. The discussion explores how Google's advertising systems are moving towards predicting customer intent rather than simply matching advertisements to keywords. Why first-party data and conversion signals matter more than ever One of the most practical lessons from the episode is the importance of giving advertising algorithms clear signals about what success looks like. Ciaran explains how CRM data, offline conversions and meaningful customer actions can help guide campaign optimisation, and why too many competing conversion signals can create confusion. The growing importance of YouTube and creator partnerships As AI influences purchasing decisions earlier in the customer journey, creators are becoming increasingly important. Daniel and Ciaran explore how YouTube videos, industry experts and other trusted content sources can influence purchasing decisions long before someone conducts a traditional commercial search. Are we seeing the return of cash for links? The discussion considers whether paid creator partnerships could become the new equivalent of traditional link-building. If mentions and recommendations influence AI-generated answers, brands may be tempted to pay for exposure. But Daniel and Ciaran argue that credible, useful and genuinely interesting content partnerships offer a more sustainable approach. Why digital PR is becoming more valuable Influence is not limited to YouTubers and social media personalities. Industry publications, specialist blogs, podcasts and independent experts can all help shape how brands are perceived and discovered. Daniel explains why identifying the trusted voices within your market should become an important part of your AI discovery strategy. Creating more effective video advertising with the ABCD framework Ciaran shares Google's ABCD framework for video advertising: Attention, Branding, Connection and Direction. They discuss how marketers can use this approach to develop advertising that captures attention, builds an emotional connection and provides a clear next step. Why advertising needs to answer customers' questions Rather than focusing exclusively on promotional messages, marketers should consider the problems customers are trying to solve. Helpful content and advertising can build trust and influence decisions at the moments when potential customers are researching their options. The growing challenge of marketing attribution AI-powered research, creator content and conversations across multiple platforms are making customer journeys increasingly difficult to measure. Daniel and Ciaran question whether increasingly complicated attribution models can really capture what influences a purchasing decision. Why asking customers how they discovered you matters again Sometimes the simplest measurement techniques are the most useful. The episode explores why asking customers how they first heard about your brand, alongside monitoring branded searches and wider performance trends, can reveal insights that conventional attribution reporting misses. Key takeaways Search behaviour is changing fundamentally. Customers are increasingly using AI to research and evaluate options before visiting websites, shifting brand influence earlier in the buying journey. Traditional paid search strategies need reviewing. Keyword-focused campaigns remain useful, but marketers should experiment with newer AI-driven advertising formats rather than relying exclusively on established approaches. Better conversion signals can improve advertising performance. Focus on meaningful business outcomes, use appropriate first-party data and ensure conversion tracking is accurate. Creator partnerships can influence both people and AI discovery. Relevant industry experts, publishers and content creators may help brands become part of the conversations that shape purchasing decisions. Digital PR and brand mentions deserve renewed attention. Being discussed by credible third parties is increasingly important when consumers use AI systems to research brands. Useful content is more sustainable than buying exposure. Instead of simply paying creators for mentions, develop partnerships that deliver genuine value to their audiences. Advertising should help people make decisions. Answer questions, solve problems and demonstrate expertise rather than relying solely on promotional messaging. Attribution needs a broader perspective. Combine platform reporting with branded search trends, customer feedback and direct questions about brand discovery. A new approach to digital marketing strategy One of the central themes of this conversation is that marketers need to reconsider where influence happens. Historically, search marketing focused heavily on capturing demand when someone entered a commercially valuable keyword. But increasingly, the decision about which brand to choose may happen much earlier, during an AI conversation, while watching a YouTube video or after encountering advice from a trusted industry expert. That means SEO, paid media, digital PR, content marketing and creator partnerships can no longer be treated as entirely separate activities. Brands need to understand which sources influence their customers, where AI systems are finding information and how to become part of those conversations. There is also an important warning about measurement. When customers move between AI assistants, social platforms, videos, websites and offline conversations, no single attribution model can provide a complete picture of what influenced a purchase. Daniel and Ciaran suggest combining better first-party data, more intelligent advertising signals and a renewed focus on speaking directly to customers. Perhaps the most important lesson is also the simplest: don't chase AI algorithms at the expense of your audience. Focus on creating genuinely useful content, building trusted relationships and helping customers make better decisions.
