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On March 20, 2025, Google unveiled its new AI-powered Gmail search feature, promising faster and more relevant email retrieval. Rather than relying on a strict chronological order, the system highlights “most relevant” messages first, potentially sparing users from inbox overload. Yet, concerns about data handling and privacy persist. A December 2023 survey of 1,162 U.S. adults by StartMail found that 95% worry about AI’s impact on personal privacy, with over 40% reporting deep concerns about AI scanning personal emails. The question remains: does Google’s latest foray into AI offer a welcome convenience, or does it risk users’ privacy?
The integration of artificial intelligence (AI) into search engines signifies a transformative shift in the digital landscape that brands must navigate with agility and foresight. The implications of AI on search behavior, particularly the rise of zero-click searches, require brands to rethink and adapt their SEO strategies. This essay explores the necessity for brands to evolve their approaches in light of these changes, focusing on several key strategies that can help them thrive in an AI-driven search environment.
Retailers face the dual challenge of optimizing both paid search and search engine optimization (SEO) strategies. As highlighted in a recent episode of The Agile Brand podcast, the intertwining nature of these two channels necessitates a cohesive approach rather than treating them as separate silos. With the rise of AI technologies, algorithm changes, and shifting consumer behaviors, retailers must find the right balance between paid search and SEO to drive real performance growth.
Retailers are constantly shifting budgets between paid search and SEO—but are they missing opportunities by treating them as separate silos? In 2025, with search evolving faster than ever, the real question isn’t “which channel is better?”—it’s “how can they work together for maximum growth?”
Today, I’m joined by Matt Shenton, Biddable Director at Croud, a digital marketing expert who has helped retail brands like Every Man Jack, Creed, Nespresso, All Saints, and Vans optimize their paid and organic search strategies. With search becoming more complex in 2025, Matt is here to break down how retailers can balance paid search and SEO to drive real performance growth.
