“In many cases, brand marketing has taken a backward seat to performance marketing – which I’m not sure is always a good thing,” he said. Seckold: Search is a big part of what we do. As the Gen AI search experience improves and gets more intelligent, we’ll likely see more transactions happening through it. Seckold: Brands have to decide which partners and technologies they feel comfortable with and that follow the same business ethos as themselves. Brand marketers must know what the problem is that they are trying to solve.