By Danny Goodwin
Publication Date: 2026-04-21 13:35:00
Search has changed, and brands need to catch up fast, according to IBM’s Alexis Zamkow (global lead of Marketing Transformation solutions) and Sandhya Ranganathan Iyer (associate partner – AI), speaking yesterday at Adobe Summit.
AI tools don’t just help people search. They answer questions, compare products, and recommend brands. In many cases, users never even visit a website.
That means if your brand isn’t part of the AI-generated answer, you may not be part of the decision.
To keep up, brands need more than new tactics. They need a system — a GEO (Generative Engine Optimization) playbook. Here’s a recap of their presentation, Adapt or Disappear: How Brands Win with AI-Powered Search.
The AI shift: You’re marketing to machines
AI agents now sit between you and your customer.
They take a complex market and simplify it. They decide what information to show. And they often speak on your behalf.
- “These machines are disintermediating the brand…