Hyundai Embraces AI to Transform Search Marketing
As artificial intelligence (AI) continues to reshape digital landscapes, Hyundai is evolving its marketing strategies to align with this technological shift. At a recent panel during Advertising Week New York, marketing experts discussed how the automotive giant is pivoting from traditional keyword-based search marketing to a more conversational, AI-driven approach.
Greg Johns, Chief Product Officer and Executive Vice President at Canvas Worldwide, Hyundai’s media agency of record, emphasized the importance of adapting to this new paradigm. Filling in for Hyundai Motors America CMO Sean Gilpin, Johns explained, “Our main goal is to rethink how we are approaching consumers. It’s less about search distribution, it’s more about search engagement.”
Joining Johns on the panel were Marta Martinez, Managing Director Americas at Google Marketing Platform, and Costanza Ghelfi, Chief Product Officer at Making Science. The session was moderated by Nikhil Lai, Senior Analyst at Forrester, and introduced by Jason Downie, Chief Revenue Officer for AI Technology at Making Science.
The Rise of Zero-Click Searches
One of the most significant outcomes of AI integration into search platforms is the growth of zero-click searches—searches where users find all the information they need without clicking on any links. According to Ghelfi, 65% of U.S. searches now result in no clicks. Instead of relying on keywords, users are increasingly turning to natural language prompts, making search more specific, contextual, and conversational.
This shift has major implications for marketers. For industries like automotive—where purchases are highly considered and involve extensive research—this transformation opens new avenues for engagement. “A car is a high consideration purchase,” noted Johns. “Word of mouth has always been critical, but now AI is enabling us to be part of those conversations in a way we couldn’t before.”
Conversational AI Opens New Doors
AI technology allows marketers to simulate the kind of personalized, informal discussions that traditionally happened offline. Consumers are now speaking to AI tools like they would to a friend, creating an opportunity for brands to insert themselves into this dialogue.
“We have the ability, through AI and how consumers are starting to really become trusting of it, to engage that offline conversation we weren’t visible to,” said Johns. “All of a sudden, we’re going to be a part of that.”
While this may result in reduced direct traffic to Hyundai’s website, Johns believes the tradeoff is worth it. The outcome is a more informed and engaged consumer who has already interacted meaningfully with the brand via AI-driven platforms.
Leveraging Tools Like Ad Machina
To effectively engage in AI-powered conversations, Hyundai has turned to specialized tools such as Ad Machina from Making Science. This software helps brands craft the right AI narratives that resonate with consumer dialogues. It enables Hyundai to seamlessly integrate into the user’s conversational journey, making brand interactions feel organic and meaningful.
Ghelfi emphasized, “We are moving away from this battlefield made of clicks and keywords, and we are getting into a totally new battleground made of conversations and influence.”
Moving Beyond Traditional Silos
The evolution of search marketing demands a fundamental shift in how companies operate internally. The simplicity that once defined search marketing—where brands paid only if users clicked—is becoming obsolete. To succeed in this new environment, organizations must break down data silos and align their teams around integrated, data-informed strategies.
“In order to win this new battleground, we cannot work with the silos,” said Ghelfi. Integration across departments and consistent, data-driven messaging are now essential for meaningful consumer engagement.
Strategizing for the Future
As Google and other tech giants continue to roll out AI-enabled search tools, brands must rethink not just their marketing strategies, but their entire approach to business operations. Johns concluded with a call to action: “It’s not even about just scaling technology. It’s about changing the way you are going to approach consumers and operate your businesses. So I think the number one thing everybody can do is just kind of think big about this, because it is big.”
The shift from keyword to conversation-based search represents more than a technological change—it’s a cultural transformation in how brands connect with consumers in the digital age.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.