MarTech Podcast ™ – Episode Summary

Episode Title:

How will features like Google's AI Mode impact how people market?

Date:

September 30, 2025

Host:

Benjamin Shapiro

Guest:

Alex Schultz, CMO and VP of Analytics at Meta

Episode Overview

This episode features a conversation between host Benjamin Shapiro and Alex Schultz, the CMO and VP of Analytics at Meta, exploring how emerging AI-driven features—such as Google's AI Mode—are transforming marketing strategies. The discussion covers shifting search behaviors, the future of advertising models, Meta’s positioning in the new AI landscape, and how marketers should adapt to the rise of generative and conversational AI technologies.

Key Discussion Points & Insights

1. The Transforming Marketing Landscape with AI (01:55–02:10)

• Fundamental Principles Remain, But Tactics Evolve:
  Alex notes that while core marketing principles like incrementality and measurement persist, the arrival of AI is set to transform how marketers operate.

  “A lot of principles are going to remain the same about incrementality, measurement and so on, but I think it's going to absolutely transform how we market.”
  —Alex Schultz [02:03]

2. The Fate of Traditional Search Versus AI-Powered Chat (02:10–04:19)

• Search Is Not Dead—Yet:
  Benjamin asks whether conversational AI will replace search (and its ad-driven business model), or if both will coexist.

• Multiple Future Scenarios:
  Alex outlines possible evolutions:

  • Google Wins: Search remains ad-supported and integrated with chat, maybe even transactional through agents.
  • OpenAI Wins: Search shifts to paid, chat-based interactions (no ads), necessitating new optimization strategies (AI Engine Optimization).
  • Hybrid Scenario Likely: Both coexist; the “search-esque” market expands and diversifies, with winners and losers yet to be determined.

• SEO Becomes "AI Engine Optimization":
  Marketers might see themselves optimizing presence within AI systems, similar to historic SEO.

  “Is it AI engine optimization? ... It becomes like SEO for the future... but no ads. So that will totally change the industry.”
  —Alex Schultz [03:18]

• Disruption Already Happening:
  Stack Overflow and similar organic sources have already seen major impacts from generative AI.

• No Clear Winners:
  It's unclear if Google keeps dominance, if OpenAI overtakes, or if companies like Meta take a share.

  “The futures here, it’s not evenly distributed yet.”
  —Alex Schultz [02:56]
  "Who’s the winner and who's the loser? ... I think it’s going to be really exciting to watch."
  —Alex Schultz [04:16]

3. Meta's Position in the Emerging AI-Driven Ecosystem (04:19–06:11)

• Meta's AI Vision: Ubiquity and Utility
  • AI Glasses:
    Meta invests in wearable AI (demonstrated by Alex on-air), aiming for AI that’s with users everywhere, not just on desktop/mobile.

    “We have AI glasses. These are the most advanced wearable there is in the world right now... They can also use what you’re looking at to take your worldview and make it better.”
    —Alex Schultz [04:42]

  • Chat Interface:
    Over a billion people are actively using Meta's AI chatbots.
  • Content Ranking & Ads:
    Meta uses AI for content and ad ranking, crucial to TikTok/Instagram/Facebook Reels, where the majority of content is now “unfollowed” and algorithm-driven.

    “Five years ago we were all about followed content. Today we are majority about unfollowed content that is ranked through these modern AI systems.”
    —Alex Schultz [05:20]

  • AI-Generated Content:
    Meta closely observes the phenomenon of AI-generated content, especially on platforms like TikTok and Instagram.

    "What happens to social media in an AI generated content world? We don't know, but we're looking at it very closely too."
    —Alex Schultz [05:50]

4. The Competitive AI Landscape (05:00–06:11)

• Industry Partnerships and Rivalries:
  • Google partners with Warby Parker for wearables.
  • OpenAI is pushing to shift the balance from information search to conversational AI interactions.
• Meta’s Competitive Spirit:
  Alex expresses optimism about Meta’s place in the ongoing “game,” emphasizing innovation and the fun of competing in a disruptive environment.

Notable Quotes & Memorable Moments

• On the Future of Marketing with AI:

  “It’s going to absolutely transform how we market.”
  —Alex Schultz [02:08]

• On AI Replacing Search:

  “There's going to be a massive shift in how organic search happens. And what you're even optimizing for—is it AI engine optimization?”
  —Alex Schultz [03:13]

• On Meta’s Wearable AI:

  "We have AI glasses... These are really awesome. And when you ask them a question, they answer it. ... They’re going to get better and better and better as our AI advances."
  —Alex Schultz [04:42]

• On Content Discovery’s New Era:

  "Five years ago we were all about followed content. Today we are majority about unfollowed content that is ranked through these modern AI systems."
  —Alex Schultz [05:20]

• On the Excitement of the Times:

  “I think it's going to be really exciting to watch.”
  —Alex Schultz [04:16]

Timestamps for Key Segments

| Timestamp | Topic | |-------------|---------------------------------------------------------------| | 01:54 | Opening question on AI and marketing’s future | | 02:42 | Will AI chat replace search? Future of advertising models | | 03:13 | Organic search disruption, AI engine optimization | | 04:19 | Where does Meta fit in this AI-powered world? | | 04:42 | Demo/discussion of Meta's AI glasses and utility | | 05:20 | Impact of AI on content ranking and discovery | | 05:50 | The question of AI-generated content’s effect on social media |

Summary & Takeaways

• AI is fundamentally reshaping digital marketing, though core goals remain.
• Search and discovery are being disrupted by generative and conversational AI, affecting both business models and optimization strategies.
• Meta is betting big on ubiquitous AI—wearables, chat, and underlying algorithms—underscoring a vision of embedded, contextual intelligence.
• The future is not binary (chat vs search)—a hybrid model is most likely, with winners and losers to be determined.
• Marketers must begin thinking about “AI engine optimization” and prepare for AI-driven content experiences.

Listen to the episode for a deeper dive into Alex’s perspectives and predictions for an ever more AI-first marketing future.
For more, check Alex’s book "The Art and Science of Digital Advertising" (out in October) and connect via the show notes.