Wellington started our first Brainy Breakfast of 2025 with a big topic: AI-Driven Disruption
Margaux Gin (TRA) hosted our early morning deep dive into this brave new world, which featured a presentation from Richard Conway (PureSEO) on how generative AI is changing search, followed by a panel discussion between Ben Forman (Wrestler), Shannon Addison (TVNZ BlackSand), Claire Hewitt (Write Group) and Sean Muller (possibl.AI) on how AI is impacting content creation and beyond.
Margaux kicked off our morning session with a quick insight into how the TRA are using AI capability to dive deeper into data. By integrating AI into various processes like brand tracking and qualitative analysis, they can summarize findings, visualize trends, and extract valuable insights much faster.
This enables brands to harness the full potential of their data, while giving TRA experts more time to ‘get into the juicy stuff’. Rather than wading through heaps of data, they can focus on what truly matters—the consumer. The days of manual, slow data processing are fading!
Richard then painted a vivid picture of the search landscape as the next “wild west”. Just like the mail-order lobsters that signalled the search revolution in the early 2000s, we are facing a new frontier with the rise of generative search. The vast shift in search dynamics is coming with generative search has made it crucial for marketers to reevaluate how they drive traffic and connect with audiences.
Today’s search landscape demands a new approach. Unlike in 2009, where simply achieving a top ranking on Google would flood in calls, the focus has shifted. It’s not just about cheap traffic; it’s about understanding and aligning with consumer intent and preferences. As we transition from slow conventional search results page lists to a ChatGPT-inspired approach quickly generating an ‘answer’ for you, marketers must adapt accordingly to stay relevant.
To navigate this new search environment, businesses need to avoid black-hat SEO tactics simply designed for quick wins. Instead, Richard was at pains to point out that premium content that resonates with audiences should be the priority. Focusing on quality content over quantity drives better performance over the long term, all while ensuring your brand is represented authentically in AI-driven explorations.
As marketing becomes more tailored, understanding your audience on a deeper level becomes paramount. This understanding allows brands to elevate their connections, ensuring their content speaks to the right people and in the right context. Innovative approaches like local content creation and engaging storytelling are vital. Understanding where consumers prefer to engage means marketing can become more personal and relatable.
The performance of live events and the authenticity they bring should not be overlooked either. Engaging with people directly and showcasing genuine interactions can forge strong connections, reminding consumers of the heart and soul behind brands – and it makes great authentic content for SEO rankings!
Next up, Ben hosted a panel discussion featuring Shannon, Claire, and Sean, where the conversation turned to applications of AI in marketing and beyond. Ben led off by asking for a quick spiel on how each panel participant has been using AI.
The panel then worked their way through several of Ben’s thoughtful questions about the promise – and potential pitfalls – of AI on our industry today and tomorrow.
AI adoption isn’t solely about efficiency; it’s about personalization. The closer brands can get to individualizing their marketing efforts, the more impactful they will be. AI offers this flexibility at a far greater scale than previous technology allowed, enabling a more streamlined and personal approach to marketing strategy.
As AI-generated content improves, however, it becomes increasingly difficult to distinguish from human writing. Is that important? This topic prompted a lot of thinking from the panel (and the room). Sean candidly pointed out that there is already a lot of poor content in circulation, written by humans! AI may accelerate this, but it will also likely produce better outputs than what we are already seeing.
There are some content creation areas that were clearly sacrosanct – Shannon was clear that TVNZ’s news department content is never touched by AI, for example, while others are up for debate. Claire mentioned that ghost writing is already commonplace across the business community, and using AI to create a LinkedIn post on behalf of a CEO is no different to another human doing so.
This led to a conversation around ethics. Concerns about a homogenized culture in writing and visual content were discussed, raising the question of how brands can maintain their unique identity. Attention must also be given to the authenticity of our own Kiwi voice and the representation of diverse cultures within AI models.
One solution raised was an Aotearoa-specific LLM (large language model) to better align AI content with Kiwi culture. Sean discussed the technical challenges behind creating this, though – we are just a drop in the ocean of the levels data that these models use.
Our panellists agreed on the importance of maintaining a human touch in AI-generated content. The essence of storytelling and authentic representation in marketing cannot be replaced, and marketers must remain vigilant. On the plus side, if you get this right, it is an opportunity to stand out!
We had an interesting question from the floor asking how we can better arm junior marketers to use AI tools, as it seems that only more experienced practitioners are able to harness the power of AI effectively. The panel was united in suggesting that nurturing a culture of learning is critical – especially for new entrants in the workforce. While AI tools can speed up processes, the foundational knowledge of marketing strategies are still required to vet outputs.
Shannon mentioned the importance of coaching juniors to leverage AI effectively, just as we already would with the current suite of tools at our disposal – you would never send a junior out with a full film crew and expect them to make a flawless piece of content – while Claire noted that younger generations already harness different skills in writing and engagement. Organizations should seize this opportunity to blend traditional marketing knowledge with modern technologies.
Techonoligical advancements are reshaping the way brands need to understand and engage their audiences. Adapting to this ever-evolving landscape is not just an option – it’s a necessity.
By embracing both generative search and AI responsibly and authentically, brands can thrive in the new marketing frontier, maximizing efficiencies while ensuring a genuine connection with their audience.
The overwhelming advice from each speaker on the day was to get involved. Brands (and marketers) that do not do this will risk falling behind. So stay up to speed with the latest search developments, download the latest AI tool and start testing!