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“Demand Doesn’t Disappear. It Relocates”: Jessica Saunders, Eyeota

Jessica Saunders of Eyeota warns that AI‑driven search is compressing the traditional click economy, with daily AI search usage more than doubling and click‑through rates softening. Marketers are shifting spend from intent‑heavy search to discovery‑focused channels such as CTV and digital out‑of‑home. The transition demands high‑quality, privacy‑compliant audience data and a persistent identity framework that works across fragmented surfaces. Ultimately, a shared data spine will let brands activate portable audiences without rebuilding strategies for each new channel.