MarTech+ #2: Decoding AI shifts in search, creativity, and marketing economics
AI isn't coming for your job, it's already rewiring it.
From reshaping how brands show up in search to challenging the soul of creative work, AI is shifting marketing's centre of gravity. The questions marketers must now answer aren't just tactical (Should we use AI?), they're existential (What does creativity mean in an AI-first world?).
In this week's MarTech+ newsletter, we're decoding three big shifts where tech isn't just a tool, it's a tension. A new kind of search. A creative conundrum. And an economic curveball.
Let's make sense of it all.
Is GEO the new SEO?
As AI-powered search grows up, it's eating into attention - and budgets. Our feature explores how
Generative Engine Optimisation
(GEO) is nudging brands to rethink traditional SEO strategies.
Read how marketers are navigating the GEO shift
Why you should care: Because where your brand appears and how is no longer a matter of keywords but conversations. GEO might not replace SEO but it's definitely rewriting the rules.
When AI ate my copywriter
Is AI the end of creativity or its latest muse? This sharp take confronts the discomfort many marketers feel as AI takes on 'right-brain' work, from writing copy to building concepts.
Read the creative conflict
Why you should care: Because rejecting AI won't protect your craft but learning to dance with it might. As Sam Altman put it: AI can do 95% of marketing tasks. The remaining 5%? That's your creativity.
The deflationary economics of AI
Infinite content. Zero marginal cost. Welcome to the era of
AI-led marketing
. This piece unpacks the deflationary pressure AI places on value creation, and why marketers must double down on what can't be scaled, yet.
Explore the economic shift
Why you should care: Because efficiency is cheap. Attention isn't. As AI floods the field with output, the intangibles, brand, trust, emotion, will define what cuts through.
Quote of the Week Resisting AI to save your job is the surest way of losing it.Sam Balsara, Chairman, Madison World
Over to You
What's your MarTech dharam sankat? Are you building workflows around AI or still figuring out how to brief it?
Tag @ETBrandEquity on LinkedIn with your take, we're listening.
Stories you might have missed
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98% of Indian consumers buy more with real-time personalisation: Report
Meta brings ads to WhatsApp
The AI inflection point: Why every CXO must act now
Reddit unveils AI-driven ad tools to help brands tap into user discussions
About Us
Each week, we unpack the technology trends shaping marketing, without the jargon. Expect sharp insights, real-world brand moves, and smart signals to help you stay ahead. If you think technology is transforming marketing and want to understand its impact at the consumer level, this newsletter is built for you.
Stay tuned for the next edition of the MarTech+ newsletter, rolling out every Wednesday.
- Team ETBrandEquity
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