• by Ramon Soto , April 14, 2026

Northwell Health’s CMO, writes “The playbook we’ve relied on for years is becoming obsolete. The AI revolution isn’t a distant threat—it’s reshaping search, consumer behavior, and brand visibility in real time.”

We’re witnessing a seismic shift in how consumers access information, and frankly, it’s forcing every marketer to reckon with a hard truth: the playbook we’ve relied on for years is becoming obsolete. The AI revolution isn’t a distant threat—it’s reshaping search, consumer behavior, and brand visibility in real time. And if we don’t adapt with intention and speed, we risk becoming invisible.

The reality is stark. 91% of marketing teams use AI, a sharp increase compared to 63% in 2025. Generative AI tools are now primary sources for information discovery.  Google’s AI Overviews have become the default search experience for millions – more than half of consumers intentionally seek out AI-powered search engines. With many using it as the top source when making purchasing decision. Our carefully crafted content, which once led directly to our brands, is now being summarized and abstracted—our attribution buried, our voice diluted with traffic loss, often ranging from 20% to 60%, with niche publications experiencing losses approaching 90%. And now, with major AI platforms monetizing brand visibility through advertising, we’re in a new "pay-to-play" environment where visibility itself has become a commodity.

This is the moment that separates the marketers who adapt from those who get left behind.

Nearly two-thirds (63%) of people who search for health information online say they find AI-generated health information to be reliable – we want to make sure that’s it is. At Northwell Health, we’re operating on two distinct but complementary timelines. On the long-term horizon, we’re fundamentally reimagining our digital presence. We’re building AI-driven experiences that don’t just answer questions—they proactively guide consumers through their health journeys, wrapped in Northwell’s expertise and designed to keep them engaged and informed. This is about creating a seamless, personalized ecosystem where AI becomes our delivery mechanism for trusted care guidance.

But here’s the critical part: we can’t afford to wait for the future while losing ground in the present. Right now, we’re aggressively optimizing for today’s algorithms and search environments. We’re deeply analyzing how these AI systems work, optimizing our content and digital assets specifically for AI consumption, and yes—maintaining absolutely uncompromising standards for SEO. Strong, high-quality, deeply relevant content remains non-negotiable. We’re protecting our brand visibility with the same intensity we’re building toward tomorrow.

This dual approach—long-game vision paired with short-term tactical excellence—is non-negotiable for any brand serious about thriving in the AI era.

Three takeaways for marketers right now:

1. Stop choosing between long-term and short-term—do both

The temptation is to pick a lane. Don’t. Allocate resources strategically to both immediate SEO and AI optimization and to building the next-generation personalized AI experiences. The brands that win will be those executing flawlessly on both fronts simultaneously. Your budget isn’t either/or it’s both/and.

2. Your brand’s credibility is your competitive moat

As AI abstracts and summarizes, the source of truth becomes more valuable, not less. Invest relentlessly in producing expert-verified, high-quality content that demonstrates your authority and trustworthiness. Be the brand consumers actively seek out because they know your information is credible, nuanced, and genuinely valuable. In an AI-mediated world, trust is your strongest differentiator.

3. Shift from answering questions to guiding journeys

The old paradigm was consumer searches, we answer, transaction happens. The new paradigm demands proactive engagement. Use AI to anticipate consumer needs, guide them through personalized health journeys, and create ongoing value that keeps them coming back. This transforms you from a search result into an indispensable partner. However, we cannot lose that human touch. 71% of consumers agree that they “dislike being forced to interact with a machine instead of a human, and do my best to avoid companies that force it upon me.”

The AI revolution is here, and it’s unforgiving to those who hesitate. But for marketers willing to embrace both the tactical and strategic imperatives of this moment, it’s an unprecedented opportunity to deepen consumer relationships and strengthen brand authority. Northwell Health is all-in on both fronts. The question is: are you?

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.