Hero Conf 2025 in San Diego brought great insights into the world of paid search. It took place alongside brightonSEO, reflecting the importance of integrating paid and organic search strategies. The transformative role of AI was a central theme of the conference(s). At a high level, speakers emphasized general themes regarding the use of AI, reflecting established views within a rapidly evolving environment that features numerous tools and broad potential applications. When speakers discussed specific strategies and shared their experiences with effective AI utilization, the presentations demonstrated considerable diversity and, at times, presented conflicting perspectives.
As an example, one presenter showed how they utilized omni-channel data to create stronger personas than ever before and how this approach was crucial to improving audience targeting and in turn campaign performance. Another presenter stated that personas are dead and presented alternative strategies that were less limiting, driving improved performance and reach. Both made strong cases and had valuable insights, so who was right? Both were well-suited for their unique circumstances but not universally; personas may be great for a niche product or service but may be limiting for a broader one.
These contradictions were often framed as a result of the rapidly changing landscape, and while that may be a factor, AI has not ultimately changed the fact that what works for one product, brand, or vertical will not always work for another. This makes the human element of strategic planning as important as ever.
You Still Need to Put in the Work to Have Success
To develop the correct strategy for your brand or client you must apply the knowledge and data you have to find a successful strategic approach; AI has many incredible features and potential uses, but they all rely on well-thought out, strategic inputs and therefore are not a substitute for strategic planning.
To succeed in innovating using AI tools:
- Define clear goals for what you want AI to achieve.
- Choose the right tool for the task and determine your role in guiding it.
- Craft thoughtful, specific prompts that consider potential unintended outcomes.
- Iterate constantly. Initial results may fall short. Success comes from testing, learning, and refining over time.
Each step above has a unique human element that requires strategic input. The marketers who will have the most success will be those who not only have a strong foundational understanding of their specific products, brand, vertical, landscape, and the tools and data available to them but also have the perseverance to continue trying and learning through failed attempts and continuously strive to improve beyond successes. That is where we come in.
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