The rise of large language models is reshaping how users discover information—and brands can’t afford to treat it like just another wave of hype. Traditional search behaviors are being replaced by context-rich, AI-generated answers that don’t send users to your site—they contain the answer. That shift demands a new mindset.
In this episode of App Talk, David Murphy sits down with Adam Landis, strategic advisor at Branch, to unpack what this transition means for marketers. He explains why SEO is no longer the north star and introduces the idea of artificial intelligence optimization—adapting your data, messaging, and measurement to align with how LLMs now operate.
Brands can’t rely on slick websites or general-purpose content. They’ll need to supply LLMs with high-quality, unambiguous, and frequently updated data in order to be surfaced in results. Measuring performance and iterating quickly will become just as important as campaign execution—especially as standards are still taking shape.
The winners in this new paradigm will be those who rethink personalization, lean into first-party data, and find smart ways to create real-time value for users. As AI transforms how people engage with the digital world, this interview is a roadmap for staying ahead.
