This week, Joe and Robert start with Google's massive AI search shift and the uncomfortable reality for marketers, publishers and creators: the click may no longer be the point. Google has turned search into something closer to an answer engine, and Joe has officially come around to Robert's long-held view. Google may have created an even better business model than the one it already had, and the old one was pretty darn good. Instead of sending people out to websites, Google can now keep users inside its own experience, answer more complex questions, and eventually handle more of the buying, research and decision journey itself. So what does that mean for marketers? It means the old SEO bargain is breaking. Ranking is no longer enough. Getting the click is no longer guaranteed. And if Google becomes the destination instead of the doorway, brands need to think very differently about trust, authority, direct relationships and what it actually means to be found. The Feed Is Fake Next, the boys discuss the Vulture article on how social feeds are increasingly being manufactured through clipping, coordinated amplification and artificial momentum. The big takeaway: marketers can no longer assume that views, likes, comments or shares are clean signals of audience interest. If popularity can be engineered, then trust signals become more important than ever. Joe and Robert also wonder whether this is just a strange temporary window. Are we in a one-to-two-year messy middle where fake feeds, synthetic content and AI-generated attention overwhelm the system before the platforms fix it, users reject it, or the whole thing collapses into something else? Either way, the advice is clear: do not build your strategy on fake momentum. Build something people can actually trust. Marketing Winners and Losers Joe's winner: The AI Doc: Or How I Became an Apocaloptimist. Joe liked that the documentary did not simply take one side of the AI debate. It explored both the optimism and the fear around AI, giving space to the people who believe AI could unlock enormous progress and those who believe it could create enormous harm. Robert's winner: Publicis, which agreed to acquire LiveRamp for approximately $2.2 billion in cash. The move gives Publicis deeper data capabilities at a time when first-party data, identity, privacy-safe collaboration and AI-powered marketing are becoming central to competitive advantage. Rants and Raves Joe's rave: Rishad Tobaccowala on the future of work. Robert's rant: Palantir and the "SaaS is dead" narrative. Robert reacts to the idea that traditional software-as-a-service is being replaced by a more AI-driven model, sometimes described as "service as software." The boys unpack whether this is a real business model shift or just another big tech phrase looking for a market. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

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