TMW #176 | Wednesday Martech Briefing

May 22, 2024

Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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The birth of AI optimization, OpenAI seeks saturation, introducing the Lakehouse CDP

Here’s the week in Martech:

  • The birth of AI Optimization: Google Search is embracing AI.
  • OpenAI seeks saturation: Giving away AI to reach scale.
  • Introducing the Lakehouse CDP: A logical new branding for CDPs.
  • Everything else: More composable CDPs, the Netflix Adtech platform, more child safety concerns for Meta, marketing budgets are shrinking, and more.

 👇 Heres everything you’ve missed in marketing and tech this week.

📰 Latest Developments

The birth of AI Optimization. After being caught flat-footed by AI upstarts and then putting that flat foot firmly in its own mouth with a series of gaffs, Google has finally announced meaningful AI-powered features across its sprawling empire at its latest I/O developer conference. The most consequential for the internet ecosystem is its new Generative AI Search capabilities – in particular, its AI Overviews and AI-organized results page features, which genuinely threaten to upend how users search the web. The not-so-creatively named AI Overviews feature will generate a direct answer to search queries-based Google's Gemini AI model, followed by links off to corroborating sources. AI-organized results pages promise to help users find inspiration by categorizing results under AI-generated headlines based on potential groupings of answers to a user query. Although these features won't be used initially for all queries, they fundamentally change the premise of 10 blue links. Brands trying to reach potential customers will no longer have to contend solely with search engine optimization (SEO); they will also have to undertake AI Optimization (AIO) of their digital presence and business operations. The real challenge for marketers is that AIO will not be like SEO: SEO is primarily based on a fairly well-understood set of rules, whereas AI is a black box of advanced mathematics and "weights," which could give rise to new forms of search visibility hacking. As Google continues to tweak Gemini and roll out GenAI search more widely, marketers will find reaching customers via Search –particularly for non-branded search terms – highly unpredictable. Link

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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