What does Think with Google’s “marketing transformation in 2024” mean for B2B teams preparing for AI-powered search?

Think with Google’s 2024 marketing transformation theme signals that AI is reshaping planning, measurement, and creative, so B2B teams must optimize for answers, not clicks. In May 2024, Google began rolling out AI Overviews in the U.S., accelerating the shift from traditional blue-link SEO to AI-mediated discovery. The Starr Conspiracy’s AEO methodology suggests prioritizing citation-ready content (clear definitions, proof points, and named experts) so AI assistants can accurately reference your brand in responses. JJ La Pata, Chief Strategy Officer at TSC, notes that “the new KPI is being cited in AI answers, because that’s where buyers increasingly start and finish their research.”