Mindgruve recently hosted “The Future Is Now: AI, Search, and the Next Marketing Frontier,” a webinar led by David Shapiro, VP of Global Earned & Owned Media.

The session focused on how AI-powered experiences are reshaping discovery, consideration, and conversion, and what marketing leaders should do now to stay visible as search becomes more conversational, more synthesized, and far less click-dependent.

1) The funnel is getting compressed (and you may never get the click)

Instead of searching, reading reviews, and clicking through many product pages, customers can ask an AI assistant a single question and get a shortlist that’s “good enough” to buy from immediately.

Business impact: Fewer touchpoints means fewer chances to get into consideration. If your brand isn’t part of the AI-generated shortlist, you can lose high-intent demand before your site even loads.

2) Winning search now includes GEO

The webinar frames modern optimization as more than traditional SEO, introducing GEO as the new playing field. SEO pages capture demand, but GEO pages resolve uncertainty, and AI systems cite what reduces uncertainty fastest.

In practice, that means the pages that convert humans also need to be written so AI can extract clear answers confidently.

3) Your most important pages have changed

Shapiro calls out specific pages that become make-or-break in an AI-answer environment:

  • Pricing page (critical): If pricing is hidden, AI may cite competitors instead.
  • Features page (critical): Replace marketing fluff with extractable specs and clear “what it does” language.
  • Integrations page (high): If it’s only a logo wall, it can be invisible to AI.
  • Help center (high): Long-tail implementation/usage/frequently asked questions can be a visibility goldmine.
  • About page (medium): Helps with entity grounding and trust.

Business impact: These pages influence whether you’re recommended at the exact moment a buyer is trying to decide.

4) Technical visibility is now a revenue risk

Not all crawlers behave like browsers. Google’s crawler can run JavaScript, but GPTBot and ClaudeBot do not. They may only read the basic HTML. If key content (product details, pricing tables, FAQs) appears only after scripts run, some AI systems may see a “blank” page.

Business impact: You can invest in great messaging and still be effectively invisible to AI-driven discovery.

5) Discovery and commerce are converging

The webinar also highlights how brands can become both discoverable (via structured product feeds with rich attributes) and transactable (via checkout APIs that support add-to-cart, checkout, and order lifecycle).

Business impact: As AI becomes a shopping starting point, the brands that reduce friction from recommendation to purchase can capture demand faster.

Watch On-Demand and Get the Slides

Shapiro shares eight takeaways, including why technical SEO still matters, how to build AI authority, and how content and channel strategy must shift to show up in sources AI cites. If you’re responsible for pipeline, ecommerce revenue, or brand visibility, you need to understand how AI is changing search, and have a plan for what to do about it. You can get the full walkthrough, including examples and  frameworks, by filling out the form below.