There’s been plenty of talk about whether ChatGPT (and other AI assistants) will eventually replace Google search. The reality, at least for now, is more nuanced. Based on data we’ve collected across clients in industries ranging from online education to SaaS to non-profits, ChatGPT is certainly emerging as a competitor, but it’s still a long way from displacing search as the dominant source of traffic.

Google’s newest AI-powered features promise more reach, more conversions, better efficiency… and sometimes even all at once. The pitch is alluring: hand over the keys and let the machine do the driving. But here’s the truth: AI doesn’t know your profit margins, your customer lifetime value, or the nuances of your brand. Without your direction, it’s just as happy driving you in circles as it is taking you to your destination.

Meta would like to make advertising as simple as providing your website and credit card, and letting them handle the rest. On the surface, that might sound appealing. For agencies, it might feel a little uncomfortable. For companies paying an agency, it might raise a question: If AI can handle everything, do we really need a partner anymore? The answer: Yes. Probably more than ever. Here's why digital marketing agencies will remain indispensable in an AI-driven advertising

Last week, our team did a deep dive into recent test results—sharing wins, misses, and insights from across our client campaigns. While...