At the ANA MarTech Conference in Chicago, Kelly Cutler, Associate Professor and Associate Director of Research at Northwestern University’s Spiegel Research Center and author of Search Marketing: A Strategic Approach to SEO and SEM, presented “Evolution of Digital in the Era of AI.” During the presentation, Kelly shared an in-depth look at how artificial intelligence is reshaping digital marketing. She emphasized that marketers must evolve their playbooks to stay ahead amid rapid change and growing complexity. Key disruptions include AI’s integration across SEO, analytics, email, and content creation—using tools like Jasper, HubSpot, and GA4—and the increasing challenges of data privacy, signal loss, and misinformation. Additional highlights included trends such as personalization, automation, zero-click marketing, and AI-enhanced search strategies that redefine how brands engage audiences and measure success.
Kelly’s insights echo across industries—particularly among small and medium-sized businesses, which are now leveraging the same AI tools to bridge the content creation gap and deepen customer engagement. Read more.
