Navigating the Future of Media and Advertising with Verena Gründel

Yeah, I couldn't agree more.

And I'm so happy and I feel relieved that that's one of your topics.

You know, the search.

That's exactly what I'm going to be talking about at the MMA Turkeys Summit.

Oh, cool.

I would love to see that.

But unfortunately, I can't go.

Maybe there's an option to, I don't know, to see it afterwards.

Or you hold the presentation anywhere else later on?

Yeah.

Well, let's see.

Let's see.

I would love to have the presentation elsewhere.

I'm aligning as I'm like nodding as you were saying all these points because our tendency and how we search for things, for products, for solutions, whatever, is going into the LLMs now, whether that's Perplexity or ChatGPT or whatever you use, even Gemini, you know, on a regular basis.

And we're having a conversation about what we're searching for.

And that's like one of two things.

A, we're in charge and we give the information exactly how we want to get the information exactly that we want.

So it's no longer a three or four word keyword search in a Google search, but it's a whole, I was reading something like a minimum of 300 words that people are typing, conversation style to get this.

And now that's changing the game because as a brand, you have to be found in those, AI agents have to find your brand and put them in there.

And with the new agentic protocol that OpenAI just put in a couple months ago, you now have links directly to that product.

You can just go directly and buy that product from your, you know, whatever...

LLM that you're using.

And you never even went through Google at this point, or you never even went to the homepage of Nike or whatever it is, looking for shoes.

That's huge.

But it's also a big challenge to get this conversation, as far as I know, to bring people to that real click to the product, because, of course, the traffic is going down.