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Kara Moddemann, Vice President, Growth & Marketing at The Luxury Closet, shares how AI is turning search into a personalised, multimodal, and intent-driven experience, reshaping how businesses connect with customers.
AI is fundamentally reshaping how search results are represented—moving us from a list of blue links to dynamic, conversational answers that feel more like talking to a smart assistant than querying a database.
“What queries are relevant to your business? How you are showing up in these LLMs, and what you can do to improve your visibility, is going to be even more important as we evolve in the future,” says Kara Moddemann, Vice President, Growth & Marketing at The Luxury Closet.
Kara took the stage at Vibe Marketing Tech Fest, Dubai 2025, to talk about how AI is revolutionising search, creating more natural, intuitive, and personalised interactions between businesses and customers.
Three things Martechvibe learned from her talk;
From Keywords to Intent
Traditional search relied on matching exact keywords. AI now interprets user intent, context, and even emotional tone to deliver more relevant results. And it can handle more than one requirement at a time. This means you can get ChatGPT to plan your entire holiday, with preferences on activity, seasons and affordability.
Summaries with Context
Platforms like Google and YouTube are rolling out AI-generated summaries at the top of search results. These “AI Overviews” pull from multiple sources to create a synthesised answer, often with citations, visuals, and follow-up suggestions
Multimodal Formats
Search is no longer just text-based. You can now search using images, voice, or video clips, and AI will interpret and respond accordingly. YouTube’s new AI carousel, for example, shows short video highlights with topic summaries directly in the search interface.
Watch the full video here.
