Optimisation or Reinvention? The Debate Splitting SEO

As AI reshapes search behaviour, Patrick Briggs and Simon Lesser explore whether SEO is evolving or being redefined entirely, highlighting the rise of Generative Engine Optimisation, shifting user journeys, and the growing challenge of measuring success in an answer-first ecosystem.

Thiago Hapner talks about blending data with creativity, building products through continuous experimentation, and shifting from conversion-driven design to emotionally engaging user experiences.

A new report finds AI agents could influence more than half of eCommerce transactions by 2027, as enterprises accelerate investment in agentic commerce and autonomous shopping technologies.

As AI tools become central to content production, marketers face a new challenge: scaling output without losing brand voice. Here’s how teams can move beyond basic generation to build AI-powered systems that protect differentiation, optimise performance, and deliver truly personalised messaging.

The algorithm can automatically discriminate against a potential customer due to outdated historical datasets. Post-campaign analysis can help identify biased decision-making and will enable revenue uplift, says Toju Duke, Founder & CEO, Diverse AI.

Leaders from airport hospitality and digital health discussed how hyper-localisation and geo-targeting help brands enter new markets with deeper cultural relevance, personalised engagement, and responsible data use that builds long-term user trust.

Martechvibe highlights voices whose work explores organisational culture, marketing strategy, bias, resilience, and the realities of building influence in complex systems.

On International Women’s Day, Martechvibe asked women in leadership roles across marketing, finance, and technology about what advice they would give their younger selves starting out their careers, knowing all they know now.

AI is moving beyond experimentation to become the connective layer linking data, creativity, media, and measurement. As agentic systems mature, marketing organisations are beginning to orchestrate entire customer journeys through AI-driven collaboration across teams and channels.

Teresa Widodo explains how brands can drive scalable app growth by aligning business goals with data signals, leveraging discovery platforms, and building lifecycle strategies that move users from installs to long-term value.