Winning the New Search Game: A CMO’s Guide to Success in the AI Era | Index’25

Introduction

At Index’25, Pepper’s flagship AI search conference, marketing leaders and experts gathered to explore how CMOs can navigate the rapidly evolving AI-driven landscape. They addressed how discovery, trust, and visibility are being rewritten inside generative engines,
reshaping marketing strategies and demanding new playbooks for brand success.

In the panel discussion “Winning the New Search Game – A CMO’s Guide to Success in the AI Era”, some of the brightest minds in growth, SEO, and brand building came together to share how CMOs must adapt. Moderated by Anirudh Singla, Co-founder and CEO of
Pepper, the session brought together leaders who have helped shape how global companies approach discovery in this new age.

Panel Introduction

The panel featured some of the most relevant voices in marketing and AI search optimization:

• Travis Tallent – Managing Director, Brainlabs: leads SEO at Brainlabs, a fast-growing digital agency with expertise in technical SEO and growth marketing. He has helped global brands like Microsoft and Capital One adapt to evolving search landscapes
• Ethan Smith – Founder & CEO, Graphite: a growth consultancy behind breakout brands like MasterClass, Robinhood, Webflow, and Notion. Known as one of Silicon Valley’s leading growth strategists, Ethan specializes in building scalable, data-driven marketing systems
• Jesse Pujj – Founder & CEO, GatewayX: a venture studio building the next generation of consumer businesses. A serial entrepreneur and co-founder of Ampush (acquired), Jesse has scaled marketing-driven organizations from zero to hundreds of millions in revenue
• Noah Greenberg – CEO, Stacker: helps brands and publishers scale storytelling and syndication to drive authority and visibility. With a background in both journalism and technology, he offers a unique lens on how CMOs can build trust signals, reputation, and visibility in AI-powered search ecosystems

Key Insights from the Panel Discussion

1. The Shift to AI-Driven Search
   Search is moving beyond traditional SEO to “Search Everywhere Optimization” (SEO redefined), meaning brands must optimize for visibility not just on Google but across platforms like Reddit, YouTube, and ChatGPT. CMOs must rewire discovery and demand generation strategies for the AI-first environment
2. Content Remains King, But Evolution is Required
   While quality content still matters, AI prioritizes data-driven, indexed, and cited information over generic “how-to” content. Unique datasets, trusted third-party reviews, and authoritative mentions boost brand visibility in generative AI results
3. Rapid Testing and Experimentation
   AI search enables fast feedback loops. CMOs and teams should foster a culture of experimentation to rapidly test content and optimize for AI queries – a sharp contrast from traditional SEO’s slower cycles
4. Measuring Impact in a Zero-Click World
   Traditional attribution models falter as LLMs often provide zero-click answers. Post-purchase surveys and indirect attribution models become crucial to understanding discovery impact in the AI ecosystem
5. The Growing Role of Brand and Storytelling
   Despite AI shifts, brand remains a core asset. Maintaining clear, authentic storytelling and consistent brand presence across platforms future-proofs marketing success
6. The Symbiotic Coexistence of SEO and GEO
   Traditional SEO and generative engine optimization (GEO) coexist and complement one another. AI platforms remain dependent on traditional search data, so a hybrid
   strategy maximizes brand reach

Closing Thoughts from the Panel

• Travis emphasized the continuing importance of brand alongside performance marketing in the evolving environment.
• Ethan recommended focusing on simple, budget-conscious tools for SEO and GEO measurement and encouraged a pragmatic approach to new tech adoption.
• Jesse highlighted the need for continuous testing and preparing teams for rapid change while balancing short-term gains with long-term brand building.
• Noah called for human-guided content creation supported by unique, data-driven datasets as crucial for winning in AI search.

Index’25 demonstrated that CMOs and marketing leaders must embrace a new paradigm: one that balances AI search optimization with authentic storytelling, rapid experimentation, and robust measurement in a complex ecosystem. The insights shared provide a practical roadmap for future-proofing marketing success in this AI-driven era of search.

To learn more or to explore Pepper’s tools for AI search visibility and strategy: book a demo here or reach out to [email protected]