AI Search and Its Impact on Marketing
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AI: The Next Transformation

AI Search and Its Impact on Marketing

31 July 2025 / Essay

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AI search is rapidly rewriting the playbook on how marketers should leverage the digital ecosystem to win and retain customers. Customers of all types are already adopting AI tools to do their research, and when AI agents arrive, they will take it one step further, making customers’ decisions and doing their shopping for them. In short, a foundational shift in how search is conducted is on the way. 

AI search is rapidly rewriting the playbook on how marketers should leverage the digital ecosystem to win and retain customers. Customers of all types are already adopting AI tools to do their research, and when AI agents arrive, they will take it one step further, making customers’ decisions and doing their shopping for them. In short, a foundational shift in how search is conducted is on the way. 

Authors

Ivan Pollard

Ivan Pollard Ivan Pollard

Marketing & Communications Center Leader
The Conference Board

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Jennifer Mathissen

Jennifer Mathissen Jennifer Mathissen

Senior Director, M&C
The Conference Board

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