Episode #17: How AI is Shaping Marketing - Our Experiences

In this episode, we share our real-world experiences of how AI is shaping modern marketing — and why doing more isn’t delivering better results.AI has changed how buyers discover brands, with generative AI now playing a major role in early-stage research. While this has made it easier to scale activity, we’re seeing many teams struggle as volume replaces focus.Across SEO and PPC, AI is amplifying whatever signals it’s given. Broad targeting, generic content, and weak creative lead to diluted performance. Smaller, more intentional audiences create clearer signals, stronger intent, and better outcomes.We also discuss why being human matters more than ever. As AI-generated content floods feeds and search results, personality, storytelling, and originality are becoming key performance drivers — not distractions.On the paid side, we unpack what AI actually optimises for today and why simpler account structures, better creative inputs, and faster testing cycles are winning. On the organic side, we look at how AI-driven visibility is already delivering fewer clicks but higher-intent conversions.This episode is about shifting from scale to focus — and using AI to strengthen relevance, not just increase output.If you’ve ever wondered whether AI is improving your performance or just speeding things up, this one’s for you.@Mentions Liam Fallen - https://www.linkedin.com/in/liamfallen/ Find us here:Website: https://www.forank.com/YouTube: https://www.youtube.com/@forank-marketingZoe’s LinkedIn: https://www.linkedin.com/in/zoeashbridge/Leigh’s LinkedIn: https://www.linkedin.com/in/leighbuttrey/ Enjoying this episode?Show some love — like, comment, and subscribe to stay updated on future episodes!Interested in sponsoring an episode? Get in touch at [email protected]