Category: In the News

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Michelle Khare has done everything from Houdini’s deadliest trick to the Secret Service’s training academy all in the name of content on her “Challenge Accepted” YouTube channel. 

Perhaps though, the content creator’s biggest challenge will be nabbing a Primetime Emmy Award this year after earning a place on the nomination ballet. Should the win come through, it’ll prove Khare and other YouTubers offer quality programming worthy of Hollywood (and the ad dollars that flow through it). 

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Marketers are waking up to the sea changes in consumer behavior triggered by the emergence of “zero-click” AI search. Some are moving faster than others, though.

B2B advertisers and brands that use a direct to consumer (DTC) sales model — and which often rely on organic and paid search as a means of dragging customers to the digital till — are taking preventative action now, rather than waiting for ChatGPT, Perplexity or Google’s AI Overviews to put a dent in their marketing strategy.

Consider the case of business travel company Amex GBT. To date, according to CMO Alisa Copeman, it’s relied heavily on paid search as a means of drumming up leads. Its customers — companies needing to arrange travel for staff on a regular basis — often do their research before committing, inevitably using search. “We have a buying journey that is very lengthy,” said Copeman.

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