Read the full op-ed on Ad Age.
Key Takeaways:
Search has evolved beyond engines. Discovery is happening across AI interfaces, social platforms, voice, video, and AR, not just Google.
People don’t search linearly. Real users wander, explore, and connect dots across channels; brands must design for this human, nonlinear behavior.
Redefine SEO as “Search Experience Optimization.” Winning in AI search means creating useful, human-first experiences…not just keyword-optimized content.
Design modular, portable content. Build flexible assets that can travel across web, social, chat, and AI environments seamlessly.
Measure meaningfully. Go beyond traffic and clicks—track recall, intent, and brand lift to understand real impact.
Build for humans, structured for AI. The future belongs to brands that balance empathy and engineering, crafting experiences that earn both attention and trust.