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How Digitas is navigating search’s shift to the AI era
At Digiday’s Programmatic Marketing Summit, Elena MacGurn, svp of search at Digitas, broke down how the agency is adapting its search marketing strategy for clients amid the AI boom.
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Google’s search engine isn’t the only one in town, and marketers are taking notice. Increasingly, people are shifting search behaviors to AI chatbots, like ChatGPT and Perplexity. This means marketers’ search engine optimization playbook might soon need to be revamped to account for AI-generated product discovery, recommendations and more.
At Digiday’s Programmatic Marketing Summit in Palm Springs, California, Elena MacGurn, svp of search at Digitas, broke down how the agency is adapting its search marketing strategy for clients amid the AI boom. Live from Palm Springs, Tim Peterson, Digiday’s executive editor of video and audio, and senior marketing reporter Kimeko McCoy caught up with MacGurn for this episode of the Digiday Podcast.
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