Be the most relevant answer: How brands and agencies can create and capture demand in the new era of Search
Excited to see the publication of the second edition of The AI Search Playbook 2026, produced by Marketing Week in partnership with Google!
As AI fundamentally reshapes Search, one message stood out throughout the guide: success is no longer about managing channels independently, but about understanding and influencing customers across an increasingly connected ecosystem.
A particular highlight was the contribution from Performics UK @ Spark Foundry‘s Head of PPC, Miriam Rodriguez Resino, who emphasises that marketers need to evolve from “optimising channels to orchestrating influence” and focus on shaping the signals that influence customer choice.
She also highlights that brands must become comfortable “trading control for influence”, recognising that AI is not simply another channel to manage, but an ecosystem to shape.
This thinking strongly reflects the Connected Media proposition that sits at the heart of how we at Performics UK approach performance marketing. As AI compresses discovery, consideration and decision-making into fewer interactions, success increasingly depends on connecting media, data, measurement, content and technology to create relevant experiences wherever customers engage.
The playbook reinforces several critical themes for marketers:
✅ Be the most relevant answer, not just the most visible brand.
✅ Move beyond keyword-led thinking and focus on intent.
✅ Measure business impact and incrementality, not just clicks and last-click conversions.
✅ Build agile, demand-led investment models.
✅ Prepare for a future where AI agents increasingly influence discovery and purchase decisions.
A fantastic piece of thought leadership and an exciting look at how AI Search is transforming the future of marketing. Congratulations to everyone involved, especially Miriam Rodriguez Resino and the wider Performics UK team for helping shape the industry conversation!