“The real question now is not so much, ‘Does Google still work?’ but, ‘Do we actually understand how it works and what it’s optimizing toward?’”

— YJ Kim, AI Digital

“One day it will be keywordless because it’s really about intent. Google probably knows that we’re looking for a car before we even know we need one.”

— Jill Frain, Goodway Group

“It’s not ‘just because you can measure it, measure it, and it’ll tell a good story later.’ We need to be intentional about what we’re trying to achieve.”

— Scott Blessman, Goodway Group

“There’s a realness to creator content that a brand can’t manufacture.”

— Sara Wade, Rooster

“Algorithms aren’t necessarily asking, ‘Is this the most coherent brand message?’ They’re asking, ‘Is this combination most likely to drive a predicted action?’”

— YJ Kim, AI Digital

“If CRM isn’t something that’s at the top of your list to work on, or you haven’t implemented it yet, you definitely need to start there.”

— Darcy Schultz, Goodway Group

“Nobody wants to play nice with each other because it doesn’t serve their business.”

— Scott Blessman, Goodway Group

“We can’t just start with, ‘I want a creator.’ We need to know what kind of stories we want to tell and what our expectations are.”

— Sara Wade, Rooster

“If we’re holding on to the past and holding on to a structure that was working for us, then we’re losing out.”

— Jill Frain, Goodway Group

“There’s no silver bullet. As much as you’ll hear agencies and brands say, ‘My platform can do this,’ we’re still pulling together whatever is available to us.”

— Scott Blessman, Goodway Group