In the rapidly evolving world of marketing, few shifts have been as seismic as the rise of generative AI in search. To help us navigate this new terrain, we’re joined by Milena Traikovich, a leading demand generation expert with deep experience in analytics and performance optimization. We’ll explore the tangible impacts of this change, from early signals at major brands showing that AI-driven traffic converts at a higher rate, to how companies can position themselves as discovery partners for these new platforms. We’ll also delve into the development of “AI native” customer experiences, the future of advertising in conversational interfaces, and how AI in customer service is fundamentally reshaping loyalty and lifetime value.
Early signals suggest traffic from AI chatbots converts at a higher rate than from traditional search. What does this shift from volume to value mean for marketers, and how should they adjust their KPIs and measurement strategies to accurately reflect this higher-intent traffic?
It’s a complete mindset recalibration. For years, we’ve been conditioned to chase volume—more clicks, more sessions, more eyeballs. But the data point that Airbnb’s CEO shared, that chatbot traffic converts better than Google’s, is a powerful signal that the game is changing. It tells us that users arriving from AI assistants are much further down the funnel. They aren’t just browsing; they’re arriving with a specific intent to act. For marketers, this means the conversation around KPIs must pivot from raw volume to intent quality. We need to stop panicking about a potential drop in overall clicks and start celebrating higher conversion rates on the traffic we do get. The new north star metrics aren’t just website visits; they are qualified leads, completed demos, and, ultimately, actual purchases or bookings.
Instead of disintermediating brands, AI assistants are being framed as top-of-funnel discovery partners. How can brands with strong identities ensure they are recommended by these platforms? Please describe the specific content and data strategies that are most effective for achieving AI-driven visibility.
This is where brand strength becomes your most valuable asset. The initial fear was that AI would become a gatekeeper, cutting brands out entirely. But the perspective from companies like Airbnb shows a different reality: AI can be an acquisition partner. To ensure you’re recommended, you need a dual strategy. First, invest in brand marketing. Airbnb made a conscious shift toward brand building even before generative AI exploded, reducing its dependency on traditional search. When an AI synthesizes information, a strong, trusted brand signal is a critical factor. Second, your content and data must be impeccably structured. AI models thrive on clean, organized information. This means optimizing your product descriptions, services, and informational content so it’s easy for an AI to parse, understand, and confidently recommend your brand as the best solution.
Some companies are now developing in-house “AI native” experiences that seek to “know the user.” Beyond just personalizing results, how does this change the customer journey? Could you provide a step-by-step example of how this deep integration could transform a typical user interaction?
This is the move from a reactive tool to a proactive partner. An “AI native” experience fundamentally alters the customer journey from a series of transactional clicks to a continuous, evolving conversation. Imagine a user opening the Airbnb app. Instead of seeing a search bar and some generic listings, the AI greets them with, “I noticed the weather is looking great in the mountains next weekend, and you enjoyed that cabin last fall. I’ve found a few similar spots with a fireplace, just like you like.” The user might reply, “That’s interesting, but I was thinking of something closer to the coast.” The AI doesn’t just return a new list; it understands the context and refines the options conversationally. It’s a journey where the app anticipates your needs and co-creates the experience with you, transforming a simple search into a deeply personal and intuitive planning session.
There appears to be caution around forcing legacy ad formats into new conversational interfaces. What are the primary risks of monetizing AI search too early, and what new, more native advertising models might emerge that align better with a conversational user experience?
The biggest risk of monetizing too early is shattering user trust and breaking the conversational flow. A traditional, flashy banner ad popping up mid-conversation with an AI feels incredibly jarring and out of place—it’s like a telemarketer interrupting a heart-to-heart with a friend. It erodes the feeling of a helpful, personalized experience. That’s why you see a company like Airbnb deliberately focusing on nailing the core AI experience first before even considering sponsored listings. The future of advertising in this space will have to be far more integrated and subtle. Think of native models where a sponsored recommendation is seamlessly woven into the conversation, clearly disclosed but contextually relevant—like an AI suggesting a specific, sponsored local tour package after you’ve booked your trip. The value exchange must be clear and feel additive, not disruptive.
AI is now handling nearly a third of customer service tickets for some major brands. Beyond cost savings, how does this impact downstream loyalty and repeat business? Can you share any metrics or anecdotes that link automated support resolution to improved customer lifetime value?
While the cost savings are an obvious win, the real gold is in the impact on customer loyalty. When Airbnb’s in-house AI resolves nearly a third of its English-language support tickets without human help, it’s not just cutting costs; it’s providing instant, consistent resolutions. Think about it from a customer’s perspective: getting an answer to your problem in seconds, any time of day, versus waiting on hold for a human agent. That speed and efficiency create a powerfully positive experience. This directly influences downstream behavior. A customer who has a frictionless support interaction is far more likely to feel confident in the brand and book again. Faster resolutions lead to higher satisfaction, which in turn fuels repeat business and strengthens long-term customer lifetime value. It transforms customer service from a cost center into a powerful loyalty-building engine.
What is your forecast for the evolution of AI-driven search and its impact on brand marketing over the next three to five years?
Over the next three to five years, I forecast a profound bifurcation in marketing strategies. We will see a clear divide between brands that treat AI as just another channel to plug into and those that fundamentally re-architect their entire customer acquisition and experience model around it. The winners will be those who invest heavily in their brand identity, making themselves the default, trusted answer that AI assistants want to recommend. They will also build their own “AI native” experiences, creating ecosystems that are so personalized and intuitive that customers won’t want to leave. For marketers, this means the role will evolve from being a master of channel tactics to becoming an architect of brand trust and a curator of structured data. The question will no longer be if AI influences your customer’s journey, but how deeply you are willing to embed it into your brand’s very DNA.
