Most searches today result in an AI-generated answer — not a click. For marketers, that changes what it means to win.
In this Visibility Brief Deep Dive, Mandi Ciocca, VP of Performance Content at Publicis, joins Rebecca Colwell, SVP of Marketing at Yext, to break down how AI search is transforming performance marketing. The conversation explores the shift to zero-click behavior, how marketers should rethink success metrics, and why SEO, paid media, and content teams must operate as a unified system.
What you'll learn
Why search is fragmenting — but not shrinking
Search volume is increasing, but it's happening across more platforms and experiences. From AI answer engines to social and retail search, users are discovering brands in more places and in new formats.
How zero-click behavior is reshaping SEO strategy
As users get answers directly in search results, clicks are declining — but that doesn't mean SEO is losing value. Impressions, visibility, and presence matter more than ever at the top of the funnel.
Why impressions and visibility are the new performance metrics
Traditional KPIs like click count alone don't capture success in AI search. Marketers must track visibility, mentions, sentiment, and citations to understand how their brand is influencing the customer journey.
How AI search is increasing conversion quality
Users are arriving on websites more informed and with stronger intent, leading to better conversion rates. This shift creates new opportunities for teams to optimize for fewer, but more valuable, visits.
Why siloed teams are no longer viable
SEO, SEM, social, and content teams can no longer operate independently. Brands that show up consistently across channels are the ones AI search surfaces — and that requires SEO, paid, and content working in sync.
How reviews and structured data shape brand visibility
Accurate, consistent data and strong customer reviews play a critical role in how AI systems interpret and represent your brand. These signals influence both visibility and sentiment in AI-generated answers.
Why watch
If you lead performance marketing, SEO, or digital strategy, this session offers a clear framework for navigating the shift to AI-driven discovery. You'll learn how to rethink measurement, where to invest across channels, and how to align teams around a shared visibility strategy.
This deep dive is especially valuable if you're:
Seeing declines in organic clicks but growth in impressions
Re-evaluating SEO and paid investment strategies
Trying to align SEO, SEM, and content teams more effectively
Why it matters
AI search is changing not just how users find information but how brands earn attention. Visibility now happens before the click, across multiple platforms, and often without direct traffic.
Brands that adapt by prioritizing visibility, consistency, and cross-channel collaboration will be better positioned to influence decisions — even when they don't own the final interaction.
