"Search and generative AI have become validators in the consideration phase. A prospect may encounter your brand through advertising or earned media, but before engaging further, they turn to Google or an AI assistant to confirm what they've heard."
The traditional model of distinct audiences and segmented messaging is outdated. Trust is now shaped in shared environments like search engines and AI platforms. Brands must now consider their entire digital presence and how it influences all stakeholders, not just one audience segment.
Read at Forbes
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