Originally published on marketing.kainjoo.com.
TLDR: AI Search turns the search specialist into an orchestrator who aligns separate functions around one vision — a leadership shift from owning a channel to leading across the organisation.
From specialist to orchestrator
As AI (artificial intelligence) platforms reshape discovery, the Semrush AI Search Bootcamp notes that the search marketer’s job got more complicated: visibility now depends on PR, product, brand and SEO (search engine optimisation) working as one. The leverage moves from execution to alignment — convening the right people and articulating a vision they can all act on.
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