Havas Media Network UK’s chief digital officer speaks to host Jack Benjamin about how AI search will make upper-funnel brand strategies more important and why publishers would be wise to lean in to the new era of search even if it puts them at a disadvantage.
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We might soon treat high-performing organic content as searchable assets and marketers may need to reframe how they evaluate performance. The walls are coming down.
Publishers without a sufficiently diversified business model — and strong brand affinity — face sharp declines in revenue without reliable referral traffic. The same is true for brands’ websites and KPIs will need to change.