BrightonSEO

In this session, Omar will explain the significance of AI in Paid Search, it's evolution over the years, and where it is heading. Omar will also directly explain how to take advantage of this, and what mentality we should be adopting as performance marketers.

The digital ecosystem is becoming ‘too big’, ‘too fast’, and ‘too fluid’, and the industry is rapidly delegating more tasks to an increasing number of AI models and platforms.

These platforms now wield the power to analyse colossal data sets and make intelligent decisions in real time. This is quickly expanding the boundaries of what AI agents are responsible for within a campaign workflow, with tasks such as bid optimisation, budget allocation and even content creation now managed by AI at a speed and accuracy humans cannot compete with.

Performics CEO, Sam Holt and Meta’s Agency Partner Polly Fox discuss how these changes affect talent, how they impact the agency offering and how brands are adapting to these changes.

It’s time to re-skill and re-think – has Performance Marketing changed for ever?