Brand Relevance in the Age of AI | What Insights Leaders Should Do Next

Introducing Brand Relevance in the Age of AI — A Special Series of Burke's BeyondMeasure Podcast.

The path to purchase is evolving. Consumers are increasingly turning to large language models (LLMs) and AI-powered platforms to research products, compare options, and seek recommendations, redefining the traditional discovery journeys. Our series will explore how Answer Engine Optimization (AEO) is emerging alongside SEO, why trust remains critical, and what brands can do to remain visible and relevant in this new environment.

In this third and final episode, What Insights Leaders Should Do Next, host ⁠Eric Scheer⁠—alongside ⁠Kim Winburn of Mars Petcare⁠, ⁠Adam Bittner of BrandRank.AI⁠, and Burke’s ⁠James Sorensen⁠—shift the conversation from understanding AI-driven search to taking action. Drawing on diverse perspectives, they’ll examine the operational challenges brands face, the critical role insights leaders can play, and why success in this new environment requires organizations to think beyond traditional audiences, and consider how both consumers and AI systems experience their brands.

Tune in to learn:

• How leading organizations are building internal alignment and ownership around AEO initiatives
• Why insights teams are uniquely positioned to guide brands through AI-driven change
• Practical steps marketers and insights leaders can take today to improve visibility, relevance, and readiness for the future of consumer discovery

Whether you're an insights professional, marketer, brand leader, or digital strategist, this episode offers actionable guidance for navigating one of the most significant shifts in consumer behavior and information discovery. You'll come away with ideas for how to assess your brand's current presence, engage stakeholders across the organization, and begin building a strategy for a world increasingly shaped by AI-powered recommendations and decisions.

For more information on how to navigate AI-driven consumer behavior, visit ⁠Burke's Expert-led AI Brand Strategy⁠ resources.

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