When AI starts selling, the answer itself becomes the advert

“AI assistants are not being used like old search engines. People have moved beyond quick questions.”  
 
Brenda Imeson, our director of strategy for performance, shares her perspective in Performance Marketing World as AI begins to reshape how people search, discover and decide.  
 
But this isn’t just about a behaviour change. It’s about what happens when search, advice and advertising collapse into a single, seamless answer.  
 
Read the full piece in PMW.