I’m thrilled to sit down with Milena Traikovich, a seasoned Demand Gen expert who has dedicated her career to helping businesses craft impactful campaigns that nurture high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena is the perfect person to guide us through the evolving landscape of digital marketing, especially with the rise of AI-driven tools like the new browsers from ChatGPT and Perplexity. In our conversation, we dive into how these innovative platforms are reshaping user interactions, the challenges and opportunities they present for marketers, and the strategies needed to stay ahead in this AI-native browsing era.
How do AI browsers differ from traditional ones, and what does that mean for the way we interact with information online?
AI browsers, like ChatGPT Atlas and Perplexity Comet, are fundamentally different from traditional browsers like Chrome or Firefox because they integrate conversational AI directly into the browsing experience. Instead of just being a passive tool where you type in a search and click through links, these browsers act as active collaborators. They summarize content, answer follow-up questions, and even perform tasks like filling out forms or navigating links for you. This changes everything about interacting with information—it’s less about hunting for answers across multiple tabs and more about having a dialogue with an assistant that curates and condenses data for you. For users, it’s a faster, more streamlined experience, but it also means they might not visit as many websites directly.
What impact do you see assistant-led browsing having on how people discover brands or products?
Assistant-led browsing is a game-changer for brand discovery. When an AI browser summarizes content or makes recommendations, users might not go through the traditional journey of clicking on ads or landing pages. Instead, the AI could present a snapshot of your brand or product based on a query like “best CRM tools.” This means discovery becomes more immediate but also more filtered. Brands need to ensure they’re part of those summaries, which requires content that’s clear, authoritative, and optimized for AI to pick up. It’s a shift from hoping users stumble upon you to making sure the AI sees you as a top pick.
How should marketers adapt their strategies when users might not visit multiple websites anymore?
Marketers need to pivot toward creating content that’s AI-friendly, meaning it’s structured for quick summarization. Think strong headlines, concise takeaways, and structured data that AI can easily parse. Beyond that, it’s about focusing on conversational search—optimizing for natural language queries like “What’s the best email tool?” rather than rigid keywords. Also, since referral traffic might drop as users rely on summaries, marketers should explore new ways to measure engagement, like tracking mentions in AI responses or focusing on high-intent interactions when users do click through. It’s about quality over quantity now.
In terms of content creation, can you walk us through how to optimize for AI summaries with clear headlines and structured data?
Absolutely. Optimizing for AI summaries starts with clarity. For headlines, make them specific and benefit-driven, like “Top 5 Email Tools for Small Businesses in 2023” instead of something vague like “Email Solutions.” This tells the AI exactly what the content offers. For structured data, use formats like schemas or bullet points to break down key information—think product features, pricing, or FAQs in a scannable way. For example, if you’re a software company, list out core benefits in a clear list format on your page. AI browsers are more likely to pull from content that’s digestible and well-organized, so you’re essentially making it easy for them to “read” and summarize your stuff accurately.
How can marketers use features like tab summarization or multi-step workflows in AI browsers to boost productivity?
These features are a huge time-saver for marketers. Tab summarization, for instance, lets you quickly digest multiple sources without flipping between pages—perfect for competitor research or trend spotting. You can have the AI condense key points from several articles or reports in seconds. Multi-step workflows, like those in ChatGPT Atlas, are even more powerful. You could ask the AI to gather data on a specific market, compare pricing across competitors, and draft a quick summary, all in one go. It’s like having a research assistant who never sleeps. This frees up time for strategic thinking or creative tasks that AI can’t replicate yet.
With AI browsers remembering past user interactions, how does this change the approach to personalization in marketing?
The memory feature in these browsers introduces a new dimension to personalization. Unlike traditional methods where websites or cookies drive tailored experiences, now the browser itself remembers what a user has searched, highlighted, or asked about. For marketers, this means your content might surface based on a user’s history, even if they’re not actively searching for your brand. It’s crucial to think about how your message appears in these contextual moments. You need to craft narratives that resonate across different touchpoints, ensuring consistency in tone and value proposition, because the AI might blend your content with others into a personalized story for the user.
What challenges do you see emerging for marketers as AI browsers become more common?
There are definitely some hurdles. One big challenge is losing control over how your content is presented—AI might summarize or rewrite your messaging in ways that don’t fully capture your brand voice. There’s also the risk of reduced traffic as users rely on summaries instead of visiting your site, which messes with traditional metrics like clicks. Privacy and security are concerns too; with browsers storing user data, marketers need to ensure compliance with regulations while still delivering relevant content. It’s a balancing act—staying visible through AI intermediaries while protecting your brand integrity and adapting to new engagement patterns.
What is your forecast for the role of AI browsers in shaping the future of digital marketing?
I think AI browsers are just the beginning of a massive shift in digital marketing. Over the next few years, they’ll likely become the primary way people interact with the web, turning browsers into decision-making partners rather than just tools. For marketers, this means the focus will move from traditional SEO and click-driven campaigns to optimizing for AI curation and conversational engagement. Those who adapt early—by testing these tools, refining content for summaries, and rethinking analytics—will have a huge advantage. I foresee a future where the browser itself becomes a key marketing channel, and success will depend on how well we understand and influence how these AI systems represent our brands to users.
