Oct 16, 2026 · 48 min · 10 segments
What happens when AI moves beyond content creation and starts transforming how marketing actually works? In this episode of AI in NYC, we sit down with Marc Ferrentino from Quotient to explore how AI…
Marc FerrentinoGuestRob MayHost
Anna KirkHost
Lauren SlymanHostYeah, I mean, I- so w- we talked about this a little bit on the, on the, the last show that I did with Steven Messer where, um, one of his things was like, uh, as agents start-- So, so, so let me back up.
When you-- So Neurometric is my fifth company, and typically when you've done a lot of marketing and stuff, you start to get a feel for like, like when somebody says numbers, you go, "What? That doesn't match up," right? You see certain people come to your website, you have a band of conversion rates that you expect at different levels.
And we saw this pattern where lots of people are coming to the website, they're clicking around a lot.
They're not looking at everything like a scraper would do, but they're clicking down certain paths, but they're not doing anything.
They're not filling out a f- Like, if somebody clicks on a bunch of your content that's all related, you expect they're gonna fill out a form or email you, or at least some percentage of them done, do, do.
We think what's happening is there's agents that are coming out, and they're poking around and doing some stuff, but they're not authorized to do anything, so then they're leaving.
So we start talking about this, this idea that like, well, when agents start doing a lot of this on our behalf, how do you market to the agents? Like, they're much harder to market to than people because they don't have any inherent...
Like with humans, everybody has something that they want, how they wanna feel, how they want people to think about them, like, you know, whatever.
Um, there's, there's a, well, there's a reason why AEO is so hot right now.
You've got, you know, HubSpot, you know, the, the legendary giant of B2B marketing.
They are, they're, they're-- If you go to their homepage, it's all about AI search.
Yeah, I mean, I- so w- we talked about this a little bit on the, on the, the last show that I did with Steven Messer where, um, one of his things was like, uh, as agents start-- So, so, so let me back up.
When you-- So Neurometric is my fifth company, and typically when you've done a lot of marketing and stuff, you start to get a feel for like, like when somebody says numbers, you go, "What? That doesn't match up," right? You see certain people come to your website, you have a band of conversion rates that you expect at different levels.
And we saw this pattern where lots of people are coming to the website, they're clicking around a lot.
They're not looking at everything like a scraper would do, but they're clicking down certain paths, but they're not doing anything.
They're not filling out a f- Like, if somebody clicks on a bunch of your content that's all related, you expect they're gonna fill out a form or email you, or at least some percentage of them done, do, do.
We think what's happening is there's agents that are coming out, and they're poking around and doing some stuff, but they're not authorized to do anything, so then they're leaving.
So we start talking about this, this idea that like, well, when agents start doing a lot of this on our behalf, how do you market to the agents? Like, they're much harder to market to than people because they don't have any inherent...
Like with humans, everybody has something that they want, how they wanna feel, how they want people to think about them, like, you know, whatever.
Um, there's, there's a, well, there's a reason why AEO is so hot right now.
You've got, you know, HubSpot, you know, the, the legendary giant of B2B marketing.
They are, they're, they're-- If you go to their homepage, it's all about AI search.
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