AI and the Future of Marketing: Shifting from Speed to Measurable Impact
As artificial intelligence reshapes marketing and e-commerce, brands are moving from traditional SEO to GEO, focusing on AI-driven answers, creative experimentation, and measurable financial impact.
The intersection of artificial intelligence and marketing is undergoing a fundamental transformation. As generative tools make creating campaigns, videos, and images faster and cheaper than ever, the competitive advantage no longer lies in merely using the technology. Industry leaders gathered to discuss how brands can navigate the shift from traditional search engines to AI-driven discovery, the rise of Agentic Marketing, and the growing importance of human differentiation.
Moving from SEO to GEO
One of the most profound shifts in consumer behavior is the transition from traditional search to AI-driven answers. According to Tomer Levinsky, co-founder and CEO of Laos Media, the battleground has shifted from SEO to GEO—optimizing content so that AI engines find, understand, and cite brands when generating responses. This marks a move from a economy of search rankings to an "economy of answers."
The Rise of Agentic Marketing
For enterprise solutions, AI is moving past simple content generation into structural automation. Hilit Fishman, VP and CMO at AudioCodes, emphasizes that the next phase is Agentic Marketing. Instead of isolated tools, AI agents now operate across entire marketing funnels, analyzing data, identifying opportunities, and executing optimizations under human supervision.
Financial Impact Over Speed
As organizations look toward 2027, the focus is shifting strictly to measurable business outcomes. While McKinsey's State of AI data shows that 80% of respondents report improved productivity, only 37% see a positive impact on their bottom line. The upcoming year will demand that AI integration proves its real financial value.
