Marketers are getting AI search all wrong—and it’s hurting their bottom line

I’m sure Christopher Nolan didn’t have marketing metaphors on his mind when he directed The Odyssey, but after I watched Odysseus face the wrath of Poseidon in Nolan’s three-hour epic, I thought the movie summed up neatly the trauma that marketers endure when they try to navigate the world of AI assistants. AI apps play by their own rules, and they’re constantly changing the map to upend the journey. If you’re allowing yourself to be led around by the nose, you’re in for a bumpy ride. The Gre...