AI is revolutionizing everything that marketers accepted as gospel about the online search business. Sure, in years past Google periodically changed its PageRank algorithm and added different search functionalities, but those shifts were insignificant compared to how AI impacts search.

The good news is that while AI demands a new strategy, the playbook isn’t necessarily all that different from what you’ve been doing with traditional SEO, HubSpot CMO Kipp Bodnar told me. In a recent interview, Bodnar laid out the differences between traditional and AI search—both in what companies need to do and how to interpret the results. An excerpt from our conversation is later in this newsletter.

We’re taking a short break next week, so the next edition of Forbes CMO will land in your inboxes on Wednesday, June 17.

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Artificial Intelligence

While the vast majority of online shoppers have used AI in some way to help with purchases, there’s still a large trust gap. More than two-thirds don’t trust AI agents to buy things on their behalf, according to a new study from Horizon Media shared exclusively with Forbes. These customers aren’t confident that AI agents will be acting in their best interests, and if there’s a negative reaction to an automated purchase—which the study found happens about 40% of the time—then it is a direct hit to long-term loyalty of more than 27% of your customer base.

While this is a large segment of loyal customers, it’s no reason for brands to completely stay away from agentic e-commerce. Horizon found most customers want AI agents to provide research assistance and recommendations, but only 12% currently want fully automated product selections and purchases. Customers also tend to be more open to AI-powered selection and purchases for lower-stakes items—groceries, household CPGs and over-the-counter medications—but they prefer research assistance for larger ones like vehicles, vacations and home renovations.

Brands should concentrate their AI efforts on research assistance, but also carefully pilot automation. After all, consumer trust and expectations change as time goes on—and the foundation of that trust can be built through a trustworthy recommendation engine.

Outdoor retailer Patagonia is embroiled in a made-for-social-media trademark battle that it really doesn’t want to be a part of. In January, the company sued climate activist drag queen Pattie Gonia over a breach of a previous agreement not to sell merchandise under the Pattie Gonia name. This week, the brand posted on Instagram that it really wants to settle the case, and........

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