Ellena Austin ACIM

Last week, I completed the AI Answer Engine Marketing (AEM) course with industry expert Graham Hansell.

This course tackled an important question that every Marketeer is asking right now: how can we ensure our brand remains visible and relevant in an AI world?

AI has fundamentally shifted user behaviour, particularly in the last 12-18 months. Zero-click content in rising and traditional SEO metrics are evolving, as people move towards researching in AI chat bots, asking intent-based questions that would previously have required manual research. Deep AI dives have replaced hours of browsing, and audiences are becoming more informed, more quickly, than ever before.

Traditional SEO is still essential (arguably even more so), but AEM pushes us to think differently. It opens up new opportunities to position our brands. As Graham expertly puts it “the digital landscape has pivoted from searching for links to asking for answers”.

It’s a fascinating shift, and one that’s only accelerating.