Sam Oh, VP of Acquisition at Bitly, discusses how AI search and zero-click results are rewriting the acquisition playbook. He shares strategies for adapting to volatility, measuring attribution, and creating click-worthy content in a changing landscape.
A short editorial from the FLOWNIB team on why this content matters.
Sam Oh argues that AI search hasn't killed marketing—it's forcing a shift from chasing algorithms to earning citations and trust across the entire digital ecosystem.
While most coverage focuses on traffic loss, this interview uniquely ties AI search adaptation to cross-functional collaboration and leading indicators, a view FLOWNIB shares as we help brands distribute content that AI models actually cite.
Marketers navigating AI search disruption should watch this to learn practical adaptation tactics, then audit their own content distribution to ensure they're showing up in AI answers and social channels.
Search experiences powered by artificial intelligence, such as Google's AI Overviews and AI Mode.
Search results where users get answers directly on the results page without clicking through to a website.
The process of assigning credit to marketing touchpoints that lead to a conversion.
Answer Engine Optimization: optimizing content to appear in AI-generated answers and voice search results.
Generative Engine Optimization: optimizing content to be cited by generative AI models like ChatGPT.
The plan and tactics used to attract new users or customers to a product or service.
A URL shortening and link management platform that also provides analytics and QR codes.
The ability to adjust marketing strategies and tactics in response to changing market conditions.
What is AI search and how does it affect my traffic?
AI search uses artificial intelligence to provide direct answers on the search results page, often reducing clicks to websites. This can decrease organic traffic as users get information without visiting your site.
How can I adapt my acquisition strategy to AI search?
Focus on showing up correctly in AI responses, diversify channels (e.g., Reddit, YouTube), invest in reputation management, and create content that answers user questions directly.
What is zero-click attribution and why is it a challenge?
Zero-click attribution refers to tracking conversions when users don't click on your links but still convert later. It's challenging because the initial touchpoint (e.g., seeing your brand in an AI answer) is hard to measure.
What tools can help monitor AI search impact?
Tools like AirOps, Ahrefs with BrandRadar, and Google Search Console's AI data can help track impressions and citations in AI search results.
How do I measure ROI in a zero-click world?
Use leading indicators like brand citations, share of voice, and direct traffic quality. Also track downstream metrics like free-to-paid conversion rates and LTV:CAC ratios.
What is the difference between SEO, AEO, and GEO?
SEO optimizes for traditional search engines. AEO optimizes for answer engines (e.g., voice search). GEO optimizes for generative AI models. They build on each other but require different tactics.
How can small businesses compete with AI search changes?
Leverage AI tools to create content from your expertise, focus on niche audiences, and build community on social platforms. Personalization and authentic voice matter more than ever.
Why is cross-team collaboration important for AI search success?
AI models pull information from many sources (PR, customer service, social media), so marketing, PR, and customer experience must align to ensure accurate brand representation.
What content is most click-worthy in the AI era?
Content that is highly relevant to specific audience segments, provides clear value, and stands out creatively. Hyper-personalization and testing are key.
How can I stay updated on AI search changes?
Follow industry newsletters (e.g., TLDR, Kevin Indig), use AI agents to curate news, and network with peers to share insights and experiments.