The Generative Shift - Clicks vs Chats

Search is changing shape. Consumers aren't just clicking anymore; they're chatting, asking, and letting AI answer on their behalf

In this podcast episode, Money for Nothing, Athos Commerce's John Brolly sits down with Sophie Gibson (StudioHawk UK), Al Keck (Claviga Consulting), and Anthony Gale (Geoffy) to unpack what that shift really means for marketers and retailers.

The panel gets into the real cost of the paid ads crisis, why classic SEO playbooks are hitting a wall against AI-driven answers, and what a genuine Generative Engine Optimisation strategy looks like in practice. Expect straight talk on product data hygiene, new KPIs for a chat-first world, and the immediate steps brands can take to get AI Search-ready before the competition does.

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