Observed Signal · Feb 26, 2026 · Conference Panel · Source: https://martech.org/feed/ · Impact: 2/5 · Sentiment: Positive
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A MarTech Conference panel, moderated by Janet Driscoll Miller of Marketing Mojo, urged marketers to adapt SEO and visibility strategies for an AI-driven search landscape. Panelists — including Sara Resnick (Western Union), Gerald Murphy (Semrush Enterprise), Nikki Lam (NP Digital), and Tamara Scott (Overqualified LLC) — recommended tactics such as targeting "brand + modifier" queries, broadening visibility across platforms (TikTok, Reddit, YouTube), and adopting "Search Everywhere Optimization." They argued AI-driven visits can yield higher-intent leads, and stressed clarity in content (explicitly stating what a brand does and does not do) to prevent AI hallucinations. The panel emphasized off-site signals (forums, reviews, niche publications) and original thought leadership as essential assets for guiding AI agents and maintaining brand authority.
Practical guidance for marketers and SEO teams on adapting to AI-driven search and maintaining brand visibility across platforms; useful but not industry-shifting.
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Key Takeaways & Evidence Grounding
- A MarTech Conference panel on AI search was moderated by Janet Driscoll Miller, president and CEO at Marketing Mojo.
- Speakers included Sara Resnick (global lead of marketing and SEO, Western Union), Gerald Murphy (evangelist, Semrush Enterprise at Semrush), Nikki Lam (senior VP, head of earned, NP Digital), and Tamara Scott (chief content officer, Overqualified LLC).
- Panelists recommended tactics such as focusing on "brand + modifier" searches and adopting "Search Everywhere Optimization" to maintain visibility across platforms like TikTok, Reddit, and YouTube.
- Panelists said AI-influenced visitors often show stronger intent and advised making content explicitly clear about what a brand does and does not do to reduce AI hallucinations.
- Off-site mentions (forums, reviews, niche publications) and proprietary research/thought leadership were highlighted as important signals for AI discovery.
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Related Market Signals & Shifts
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Mastering the New Search Stack: Strategies for Marketers
The article argues that search is undergoing a structural shift from a Google‑centric model toward a dispersed ecosystem spanning AI-powered LLMs, social platforms, and traditional search. Citing surveys from Adobe and Acquia and research from McKinsey and Google, the piece says consumers and marketers are already adopting AI search and that Answer Engine Optimization (AEO) — producing clear, structured, authoritative answers — is becoming essential. Social content and creators remain critical for conversion and trust, while AI accelerates discovery and traditional search confirms legitimacy. The author recommends integrated strategies: design content for AI (FAQs, Q&A, guides with credible citations), activate creators in both social and text channels, and manage brand narrative across all touchpoints to improve both human trust and machine discoverability.
Google Search Changes Push Businesses to AI Optimization
MarTech Series (June 1, 2026) reports that recent Google search updates — including a rise in AI-generated answers and answer-focused experiences — are shifting how businesses pursue visibility. The article quotes Motty Osher, founder of K2 Analytics, saying AI-driven summaries and conversational search reduce the effectiveness of traditional SEO tactics like keyword-stuffed, thin content. Companies are being encouraged to produce clearer, structured, authoritative content and to emphasize E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) so AI systems can trust and reference their information. The piece notes consumers increasingly use AI tools such as ChatGPT, Google AI Overviews, Perplexity, and Microsoft Copilot, which often summarize content before users visit sites. The article frames this as a structural change in search behavior and digital marketing strategy, urging businesses to adapt content, author credibility, and site structure for AI-driven discovery.
Marketers Debate AI Discoverability at Cannes
At Cannes Lions a Semrush-hosted panel titled Found or Forgotten? framed discoverability in AI-powered search as a business-wide challenge rather than just an SEO issue. Panelists from Karl Lagerfeld, Adobe, Digitas and iPullRank argued that consumers now find brands via many channels — Google, AI assistants, social platforms and review sites — and that success is shifting from search rankings to being the brand recommended by AI systems. Speakers urged cross-functional investment (PR, engineering, CX, content and analytics), measurement of current visibility, and organisational change with elevated ownership (CMO or CEO sponsorship) to manage AI visibility. The debate concluded that discoverability is now a strategic brand challenge in an AI-first world.
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