Search evolved quickly throughout 2025 as AI systems became a primary route for information discovery, which, in turn, reduced the consistency and predictability of traditional organic traffic for many brands.
As blue‑link visibility tightened and click‑through rates became more erratic, CMOs found themselves under growing pressure to justify marketing spend while still demonstrating momentum. This shift required marketing leaders to think more seriously about resilience across their owned channels. It is no longer viable to rely solely on…
