Dear Reader,
AI isnât coming for your job, itâs already rewiring it.
From reshaping how brands show up in search to challenging the soul of creative work, AI is shifting marketingâs centre of gravity. The questions marketers must now answer arenât just tactical (Should we use AI?), they're existential (What does creativity mean in an AI-first world?).
In
this weekâs MarTech+ newsletter, weâre decoding three big shifts where tech isnât just a tool, itâs a tension. A new kind of search. A creative conundrum. And an economic curveball.
Letâs make sense of it all.
Is GEO the new SEO?
As AI-powered search grows up, itâs eating into attention - and budgets. Our feature explores how Generative Engine Optimisation (GEO) is nudging brands to rethink traditional SEO strategies.
Read how marketers are navigating the GEO shift
Why you should care: Because where your brand appears and how is no longer a matter of keywords but conversations. GEO might not replace SEO but itâs definitely rewriting the rules.
When AI ate my copywriter
Is AI the end of creativity or its latest muse?
This sharp take confronts the discomfort many marketers feel as AI takes on âright-brainâ work, from writing copy to building concepts.
Read the creative conflict
Why you should care: Because rejecting AI wonât protect your craft but learning to dance with it might. As Sam Altman put it: AI can do 95% of marketing tasks. The remaining 5%? Thatâs on you.
The deflationary economics of AI
Infinite content. Zero
marginal cost. Welcome to the era of AI-led marketing. This piece unpacks the deflationary pressure AI places on value creation, and why marketers must double down on what canât be scaled, yet.
Explore the economic shift
Why you should care: Because efficiency is cheap. Attention isnât. As AI floods the field with output, the intangibles, brand, trust, emotion, will define what cuts through.
Quote of the Week
Over to You
Whatâs your MarTech dharam sankat? Are you building workflows around AI or still figuring out how to brief it?
Tag @ETBrandEquity on LinkedIn with your take, weâre listening.
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Each week, we unpack the technology trends shaping marketing, without the jargon. Expect sharp insights, real-world brand moves, and smart signals to help you stay ahead. If
you think technology is transforming marketing and want to understand its impact at the consumer level, this newsletter is built for you.
Stay tuned for the next edition of the MarTech+ newsletter, rolling out every Wednesday.
- Team ETBrandEquity
