The GaryVee Audio Experience: "AI Is Eating Search: What Every Business Should Do Next" | Summary
Podcast Information:
- Title: The GaryVee Audio Experience
- Host/Author: Gary Vaynerchuk
- Episode: AI Is Eating Search: What Every Business Should Do Next | GaryVee Interview
- Release Date: May 11, 2025
Introduction
In this insightful episode, entrepreneur and marketing guru Gary Vaynerchuk delves into the transformative impact of Artificial Intelligence (AI) on the landscape of search and marketing. Recorded during his appearance on Bloomberg's "The Close," Gary addresses critical shifts that businesses must navigate to stay competitive in an AI-driven era.
AI's Impact on Search and Marketing
Gary opens the discussion by highlighting the profound changes AI is bringing to search engines and, by extension, marketing strategies. He emphasizes that traditional platforms like Google are no longer the sole gatekeepers of search and advertising.
Gary Vaynerchuk [00:49]: "Google AdWords is intent-based marketing. It's not like you become aware of something and now you want to buy it. You're typing something into a search engine... But there are a lot of companies watching right now in the Fortune 5000 set that are in big trouble."
Gary asserts that many businesses heavily reliant on Google AdWords may find themselves vulnerable as AI reshapes how consumers discover and engage with brands.
Replacement or Evolution of Search Engines
The conversation shifts to the potential successors of Google in the AI search ecosystem. Gary predicts a fragmented landscape dominated by multiple conglomerates rather than a single entity.
Gary Vaynerchuk [01:35]: "What replaces it is probably a conglomerate. Whether it's OpenAI, whether it's Meta, whether it's TikTok, whether it's Google or Apple, it's probably going to be fragmented."
He underscores that even if companies like Google advance their AI capabilities (e.g., with products like Perplexity), they won't maintain exclusive control over AI-driven search, leading to a diverse and competitive environment.
Strategies for Businesses to Adapt
Gary advises businesses to pivot from overreliance on traditional search engines to embracing AI optimization. He warns that without adapting, companies may face declining customer acquisition and lifetime value metrics.
Gary Vaynerchuk [02:36]: "AI optimization is about to be a whole new game. We're looking at a lot of startups in my fund and with agencies of like, what happens when you go to OpenAI right now and say, I wanna buy wine? How do I get the search engines in this? How do we get the new AI, these chat bots to actually answer that?"
He encourages businesses to proactively engage with AI platforms to ensure their brands are visible and accessible through new search paradigms.
VaynerMedia’s Unique Approach
When questioned about how VaynerMedia assists companies in this transition, Gary highlights the firm's entrepreneurial spirit and practical approach to emerging marketing trends.
Gary Vaynerchuk [03:24]: "We have a 15-year track record of being a leader in what's emerging in marketing... Our pitch has been sold through. People know that we're more advanced than the holding company agency ecosystem."
Gary emphasizes execution over mere strategy, positioning VaynerMedia as a hands-on partner committed to mastering both social media and AI-driven marketing landscapes.
Live Social Shopping Insights
The discussion transitions to the burgeoning trend of live social shopping, particularly prominent in Asia, and its relative infancy in Western markets. Gary attributes this disparity to execution and market readiness.
Gary Vaynerchuk [04:41]: "TikTok shop is a monster. There's a startup called Whatnot that you might be familiar with that is a leader as an independent."
He points out that while platforms like TikTok are aggressively expanding their live shopping features, Western companies are still catching up, presenting a significant opportunity for growth and innovation.
Conclusion
Gary Vaynerchuk wraps up the conversation by reiterating the inevitability of AI's substantial impact on search and marketing. He urges businesses to recognize the magnitude of this shift and adapt accordingly to harness new opportunities and maintain competitive advantage.
Gary Vaynerchuk [05:16]: "It's human behavior. It's a massive space and a huge opportunity."
Key Takeaways
- AI is Redefining Search: Traditional search engines like Google are being supplemented—and potentially replaced—by AI-driven conglomerates, leading to a fragmented search ecosystem.
- Shift from Search to AI Optimization: Businesses must move beyond reliance on intent-based marketing (e.g., Google AdWords) to optimize their presence within AI platforms and chatbots.
- VaynerMedia’s Role: With a proven track record, VaynerMedia focuses on practical execution in emerging marketing trends, positioning itself as a leader in both social media and AI optimization.
- Live Social Shopping Opportunities: There's a significant growth potential in live social shopping, especially as Western markets start emulating the success seen in Asia through platforms like TikTok.
This episode serves as a crucial guide for businesses aiming to navigate the evolving terrain of AI in search and marketing. Gary Vaynerchuk provides actionable insights and underscores the importance of adaptability in leveraging AI to drive brand visibility and consumer engagement in 2025 and beyond.