Marketers and technologists have spent years
developing omnichannel strategies, only for AI to change everything. As many have pointed out, autonomous agents don’t browse sites they find the products and make the purchase. It's changing
performance advertising and marketing, so much so that it's forcing performance-related technologies to take on new roles.
Traditional channel boundaries will matter less. Performance
advertisers and marketers will take accountability for the entire purchase funnel, not just the bottom. It will require partnerships like the one announced Sunday between Google and Walmart. The
companies are working together to make it easier for shoppers to discover and buy items through Google’s AI assistant, Gemini and AI Mode across Search.
The
partnership will enable companies to operate across the funnel while maintaining performance accountability, according to Todd Ulise, newly appointed chief revenue officer at Nomix Group, which
has an interesting business model.
Nomix Group, a collection of businesses focused on redefining the landscape of modern commerce and media, helps brands drive
commerce outcomes across digital, which has become increasingly fragmented because of so many channels, formats and surfaces.
Ulise brings more than two decades of experience
in the internet and performance marketing industries. Most recently, he spent 14 years at Ad.net, serving as its senior vice president, where he led partnerships and marketing teams, and
helped scale company revenue to eight figures. He led high-performing projects, while driving growth to more than $150 million in annual revenue.advertisement
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"Most brand marketers are now
dealing with what I would describe as 'commerce everywhere,'" he wrote in an email to MediaPost. "Discovery and buying no longer happen in one place. They happen across search, social, creators, apps,
comparison environments and increasingly AI-driven interfaces."
Agents do not shop for products, they find them and make the decision on whether to buy. Based on changes agentic has forces on
commerce and performance, Ulise's role becomes unifying revenue strategy across the portfolio turning Nomix into one performance commerce partner rather than a set of disconnected solutions from a
variety of companies.
Measurement is changing. Brands will need to measure how often an AI assistant selects or recommends a brand's product compared with competitors in
response to natural language queries. Brands will monitor more closely conversion lifts from agents. It has been reported that shoppers convert at 12.3% compared to 3.1% for non-engaged users.