AI in Marketing: Chances & Challenges

Last week, I was invited to speak at the AI in Marketing Conference in Athens. Having spent a decade in social media marketing (as the founder and CEO of SnipClip) and later focusing on data-driven marketing with Datentreiber, I’ve had more sporadic contact with the marketing world over the last ten years. Because of this, attending as a listener was particularly eye-opening. Marketing has transformed radically in recent years, and that pace is only accelerating.

Here are my key observations and insights:

1. GEO is the New SEO

Whether a brand or product surfaces in ChatGPT, Gemini, and similar platforms is becoming a decisive factor in purchasing decisions. Consequently, a massive amount of energy, time, and budget is shifting toward Generative Engine Optimization (GEO). However, solid Search Engine Optimization remains the bedrock for GEO. Ultimately, high-quality data is the engine driving both. A special thanks to Crystal Carter for her masterclass, “Futureproofing AI Visibility: Scaling AI Search and Agent Readiness.”

2. From Perfect Posts to Perfect Prompts

Ten years ago, conference stages were dominated by talks on how to craft the perfect social media post. Today, it’s all about the perfect prompt for that perfect post. Marketers aren’t stopping at the surface level, either; they are increasingly designing Agentic AI Workflows to streamline creation and campaigning. In his session, “AI or Die: How to Stay Relevant,” Alexander Morad highlighted the winning formula: Human Creativity + AI Efficiency.

3. The Death of the Keyword

Internet search, especially on Google, is undergoing a fundamental shift. Users have moved beyond typing isolated keywords or phrases; they are now asking highly specific, conversational questions. Instead of searching for “blue jeans,” they prompt: “What are some comfortable blue jeans that are professional enough for work, and where can I find them on sale?” Thank you, Robert Wagner, for your insightful talk, “Mastering AI Max: Scaling Search Performance with Google AI.”

The Bottom Line: Strategy Over Tools

One thing stood out to me: many marketers still lack a clear vision for AI. Most remain tool-driven, focusing heavily on expanding and mastering their digital toolkit—essentially focusing on “doing things right.”

The danger here is doing the wrong things right. To succeed, a clear, understandable, and widely accepted AI Marketing Strategy is non-negotiable. In the end, the winners in marketing won’t just be those who use the best tools, but those who do the right things.