AI is transforming marketing, but is it a revolution or a return to fundamentals? At Brainy Breakfast 2025, experts tackled AI agents, search disruption, and brand relevance. Andrew Jacquet, an AUT student, shares key insights from the event on why strategy and authenticity matter more than ever.

Kicking off the first Brainy Breakfast of 2025, the Marketing Association saw fit to make the evolving role of AI in marketing the agenda of the event. The audience was treated to the well-informed insights of the speakers Richard Conway, Nyssa Waters, and the topics of discussion were growing role of AI agents, the disruption of search, and the challenges brands face in staying relevant in an AI-dominated world.

As a recent marketing graduate from AUT, I had a vague idea about how AI has been disruptive to internet searches, however the concept of AI agents was completely new to me. It was this intrigue, paired with the opportunity to learn a bit more about the trends shaping the industry in which I hope to make my mark, that lead me to sign up to the conference.

The changing nature of search

Search marketing is in the midst of a massive transformation. Richard Conway painted a stark picture of what’s happening right now: AI-powered search tools like ChatGPT, Co-Pilot, and Google’s AI Overviews are changing the way people find information. Instead of relying on traditional SEO tactics, marketers now have to grapple with AI-generated summaries that pull information from multiple sources—often without directing traffic to individual websites.

A key concern was whether websites are becoming obsolete. Conway admitted that this question has been keeping him awake at night—if AI models can fetch and summarise content without directing users to original sources, the future of websites as traffic drivers becomes uncertain.

Winning in an AI-driven marketing world

Conway outlined strategies for getting brands featured in AI Overviews, emphasising high-quality citations, authenticity, and localization. AI-driven search is becoming more stringent in evaluating Your Money or Your Life (YMYL) content—Google and AI models now scrutinise finance, health, and well-being topics more than ever, ensuring only the most credible sources are prioritised.

AI agents: what are they?

Nyssa Waters, CEO of Possibl AI, introduced the AI marketing cycle, describing how AI enhances research, data analysis, content generation, and automation scaling. She highlighted that AI should be used as a tool, not a replacement for human creativity. AI enables hyper-personalised marketing at scale, but authenticity remains a brand’s strongest asset.

Nysaa spoke about the growing role of AI agents in marketing, emphasising how they differ from traditional AI automation. AI agents are dynamic, they don’t just process data; they sense, interpret, learn, and adapt in real-time. She explained that AI agents function similarly to human decision-makers by perceiving and interpreting information rather than just responding to direct inputs. They can also set goals and intentions, allowing for strategic decision-making, as well as reason, plan, and refine marketing campaigns based on new data. Additionally, these agents can collaborate and communicate, making them effective in audience engagement.

So, is AI a tool or a threat?

For all its glitz and glamour, AI is far in not replacing the fundamentals—it’s making them more relevant than ever. While some fear that AI is taking over, it’s actually just exposing the brands that have been doing things right all along. For years, businesses have tried to game the system—stuffing keywords, churning out low-value content, and relying on SEO hacks to get ahead. But with AI-driven search and automation, there’s nowhere to hide anymore. Brands that have always focused on authenticity, expertise, and real customer engagement are finding that AI works in their favour. Meanwhile, those that have cut corners are starting to fall behind. So, instead of replacing marketers, AI is separating the real players from the pretenders. The brands that evolve and stay true to their values won’t just survive in an AI-driven world—they’ll thrive.

Or, as Conway summed it up perfectly: “Evolve, stay credible, and don’t be dodgy—because AI knows the difference.”

The Panel

We were also treated to a panel discussion from Kate, Nigel, and Carolyne where perhaps the most interesting question brought up was regarding the opportunities/roadblocks that the fragmentation of media channels brings about. It was interesting to hear how each panellist’s unique career experience shaped their answers. Kate brought up the benefits of the lower barriers to entry facilitated by social media, while Nigel highlighted the simplicity and effectiveness of targeting audiences pre-media fragmentation. The discussion ended with a very solid piece of advice from Carol telling the audience to “keep it simple” and “leverage AI for maximum effectiveness.” On a personal note, Kate’s advice to be different and take risks with the content you create really resonated with me as a younger marketer, especially one with years of creative experience.

Conclusion

This was my second Brainy Breakfast, and just like the last one, was an experience from which I learned much. Not only did the discussions help understand the real-world applications of what I was taught at uni, but also showed me what areas in the tech and business space I need to keep an eye on so my skills s7tay relevant in the near future.

Source: Andrew Jacquet, March 2025