How AI Is Changing Digital Marketing with Janet Waring

Janet Waring, Partner and CEO of ArtForm Agency, joins Shelley McGuire on The Peel to discuss how marketing, user experience, and AI-driven search are reshaping how organizations—especially government agencies and GovCon companies—connect with their audiences. With nearly three decades of experience in advertising and marketing strategy, Janet shares insights from her work helping nonprofits, enterprises, government contractors, and federal agencies better target and engage their markets. The conversation explores common user experience challenges on government websites, where complex navigation and information overload often create barriers for users. Janet shares a real-world example of how simplifying a government web journey—from eleven clicks down to one—dramatically improved engagement and increased form submissions by 800 percent, demonstrating how thoughtful UX design can directly impact outreach success. Shelley and Janet also dive into the evolving search landscape, where AI platforms and zero-click searches are changing how organizations are discovered online. Janet explains how agencies and contractors must rethink traditional SEO strategies to ensure their content is structured for AI retrieval and visibility. They discuss practical approaches to improving discoverability, maintaining credibility, and adapting content for how large language models surface information. To connect with Janet, follow her on LinkedIn here. Learn more about ArtForm Agency at their website here.