AI is changing Search Marketing. Are you changing your strategy?

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Explore our AI video series

What AI means for your digital marketing strategy In this video series, our team explains the role of AI can play in your digital strategy, starting with Iain Scott, Director of Growth at Base Creative.

Using AI to measure your marketing success Base Creative’s Anna Corbett explains how we use AI to boost campaign performance, from analytics to client conversations – without losing the human touch.

How AI can support your content strategy Senior Content Strategist Charlie Stewart shares how Base Creative uses AI to streamline research and content audits – while keeping strategy, creativity, and quality in human hands.

Is your marketing missing Google Search’s shift to video? Charlie Stewart shares how video content can connect with your audience at the exact moment they’re searching – and why it’s time to treat video as a vital search asset, not just a creative one.

Google just gave us better ad data – here’s why that matters Google’s Performance Max just got a major upgrade. Anna Corbett breaks down how new channel-level reporting helps you make smarter, data-driven decisions about your ad spend.

Explore our AI video series

Transcript

The way your clients use Google Search is changing in a big way. At Google Marketing Live this year, they focused heavily on two features: AI Overviews and AI Mode, both designed to reshape how people find and interact with information online.

You’ve already seen Google’s AI Overviews. It’s that little box that pulls answers straight from existing content online, right to the top of your search results in a neat, easy-to-digest summary.

These Overviews are designed to give you all the information you need right away – so you don’t even need to click through to the page where Google sourced the information.

Convenient. But for the organisations like yours that want to get eyes on their website, that presents a big challenge.

Google’s AI Mode takes this a step further. It lets you have a conversation with Google, like you would with ChatGPT. So, you can ask a question, follow up with more detail, and get updated answers in real time – all without starting a new search.

Together, Google’s AI Overviews and AI Mode are changing how your clients search – and how they’ll find your business. You might have done everything right to appear in Google Search results a year ago – but now, that’s just not enough.

At Base Creative, we’re helping clients adjust their strategy so their content isn’t just online – it’s visible in the answers AI provides. 

That means:

Making your content easy for AI to understand – with clear headings, short answers, and simple structure.

Looking for help building your AI strategy?

Email me at [email protected].