How is AI changing marketing?
AI is changing marketing by shifting performance from keyword rankings to being cited and recommended by AI assistants, while automating content, targeting, and measurement across the funnel. In 2025, AI search experiences like Google’s AI Overviews and chat-based tools like ChatGPT increasingly answer questions directly, which reduces clicks to websites and forces marketers to win visibility inside the answer itself. According to Gartner, 80% of marketers expected to abandon personalization efforts by 2025 due to data, privacy, or ROI challenges—AI is now being used to rebuild personalization with first-party data and tighter governance. Bret Starr, Founder & CEO of The Starr Conspiracy (25+ years in B2B marketing), says, “The new marketing KPI is AI citation share—if the assistant doesn’t cite you, you don’t exist in the buying conversation.”
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