AI Is Rewriting the Rules of Growth. Are Brands Ready?

Consumers are spending less time conducting extensive research; they're asking AI platforms for recommendations and then validating those recommendations through trusted communities.

For years, search was the gateway to discovery. Consumers typed a question into Google, compared options, and made decisions on their own terms. Today, that journey is changing faster than most brands realize.

As AI-powered search becomes a primary source of information, marketers are being challenged to rethink visibility, customer journeys, and what growth looks like in an increasingly connected world. Success is no longer about optimizing individual channels, it's about building an ecosystem where creativity, media, data, CRM, and technology work together seamlessly.

In this edition of CMORoom Spotlight, Kate Pietrini, Chief Marketing Officer at CMORoom, speaks with Will Ferguson, Chief Growth Officer at Razorfish, about navigating today's marketing landscape, the evolution of AI search, why the middle of the sales funnel is changing, and what brands must do to stay ahead.

Marketing leaders are facing more pressure than ever. How has your role evolved as Chief Growth Officer?

There's certainly more pressure to perform, but the bigger challenge is staying ahead of change. Our focus isn't simply on winning new business, it's on evolving faster than the market itself. We spend a tremendous amount of time listening to what clients need today while anticipating what they'll need tomorrow. Whether it's AI, LLM search, or the changing media landscape, our goal is to lead those conversations rather than simply respond to them.

Consumers are engaging with brands across more channels than ever. How do you help clients cut through the complexity?

The biggest mistake is thinking about channels individually. Today's customer doesn't experience media, CRM, loyalty, creative, or technology as separate functions. They experience one brand. That means agencies have to think in connected ecosystems rather than disconnected disciplines.

If your data, technology, media, and CRM aren't already connected, adopting AI effectively becomes significantly more difficult. That foundational work is becoming one of the biggest competitive advantages brands can build.

Has the relationship between agencies and clients changed?

Absolutely. Clients are more informed than ever before. They're asking smarter questions, and that creates better conversations. Rather than agencies simply educating clients, today's partnerships are much more collaborative. Both sides are learning together as AI reshapes marketing, making strategy discussions more thoughtful and ultimately more valuable.

As search becomes more AI-driven, what opportunities and challenges should brands be preparing for?

For a long time, search was the front door to the internet. Now we're asking a very different question: What is the role of LLM search?

Consumers are increasingly relying on AI platforms for discovery and recommendations. If your brand isn't visible in those environments, you're not just missing today's customers, you're potentially missing future audiences as well. Visibility is no longer limited to traditional SEO. Brands have to think about how they're represented across AI-powered experiences.

Many organizations still aren't tracking AI visibility. Why is that?

We're seeing that only a small percentage of brands consistently measure how they appear in AI-generated results. It's not because organizations don't recognize the opportunity. It's because implementation is difficult. Every major technological shift follows a similar pattern. Initial excitement is easy. Building the infrastructure to support meaningful adoption takes much longer. The brands investing now in measurement and visibility will be much better positioned as AI becomes central to consumer discovery.

Is the traditional sales funnel dead?

I don't think the funnel is dead. We tend to declare it dead every few years, but what's really happened is that it's been hollowed out. The biggest shift is happening in the middle of the customer journey. Consumers are spending less time conducting extensive research themselves. Instead, they're asking AI platforms for recommendations and then validating those recommendations through trusted communities or people they know. That changes how brands need to influence consideration.

Which part of the funnel has changed the most?

Without question, the middle. Consumers still validate decisions, but they're arriving at those decisions differently. AI is accelerating discovery, while community, creators, reviews, and trusted recommendations continue to influence confidence before purchase. Brands need to understand both parts of that journey.

Performance marketing often dominates conversations today. How do brands avoid losing sight of long-term growth?

There's enormous pressure to deliver immediate business results. But brands still need to invest in brand building.The organizations that succeed will balance short-term performance with long-term equity, supported by measurement frameworks that demonstrate the value of both. Growth isn't created by optimization alone, it comes from building lasting customer relationships.

Loyalty has become more challenging than ever. What's changing?

Consumer loyalty looks different today, particularly among younger audiences. People aren't necessarily loyal to brands in the way they once were. They're often loyal to products or experiences instead. That means brands have to continuously earn attention while remaining authentic. Chasing every trend isn't the answer. The brands that stand out know where they genuinely belong in culture and where they can create meaningful relevance.

Looking ahead, what should marketing leaders prioritize?

Build connected foundations. AI will continue changing how consumers discover, evaluate, and engage with brands, but technology alone won't solve those challenges. Organizations that connect creativity, media, customer data, CRM, loyalty, and measurement into one cohesive strategy will be best positioned for sustainable growth. The future belongs to brands that think holistically rather than channel by channel.

AI isn't replacing great marketing, it's raising the standard for it. As search evolves, customer journeys compress, and consumer expectations continue to shift, success will depend less on reacting to change and more on building systems that are ready for it. For marketing leaders, the opportunity isn't simply to adopt new technology. It's to rethink how every part of the customer experience connects together. Because in the age of AI, growth belongs to brands that are visible, connected, and prepared for what's next.