Here’s how AI kills clicks and why we’re moving to the intent era of marketing.
The internet era was all about clicks. Your buyer typed in Google:
« best sales software for startups »
Clicked several blog posts and reviews on third-party sites and maybe eventually clicked on your website.
Today, your buyer spends all day with their AI assistant (Claude, ChatGPT, Gemini).
Eventually, all those AI assistants will use the software on their behalf. They know they’re adding sales headcount and working on a new sales methodology, and they’ve helped them forecast this year’s sales growth numbers.
It recommends they upgrade their sales software to meet those goals, and it curates everything they need to know to on what product to buy.
No search. No clicks. Just one AI-curated answer delivered immediately—personalized to that person’s needs, based on all of their previous chats.
Anyone who has turned memory in ChatGTP can already understand how personal that chat experience will be. It’s amazing.
How do marketers win in the AI era?
1. Build influence. Creator approach to content. Build influence through incredible media (YouTube, Newsletter, Podcasts, Social).
2. Stop waiting for clicks. Be able to detect buyer intent signals in real time.
3. Don’t spray and pray content. Craft assets tailored to individual intent.
4. Be agile. AI allows you to go through rapid iteration. Monthly and quarterly cycles are too long.
In the AI era, if you wait for clicks, you’ve already lost.