Rachel Perkins

expert panel

CMOs accustomed to a focus on crafting polished brand messages for their own websites and traditional search are waking up to a new digital marketplace. Increasingly, buyers aren’t clicking links on search pages—they’re going to AI assistants to do work-related research, get detailed answers to personal questions, find product recommendations and even manage shopping lists. Brands can no longer rely solely on Google rankings—they need to show up in the AI-generated summaries people read, quote and act on. While a November 2025 Semrush report noted that ChatGPT is citing Reddit and Wikipedia less frequently than it has in the past, they’re still among its top three sources—a signal that “useful” content in the GenAI era often looks less like a polished campaign page and more like a living knowledge base. Companies are responding in a shift that’s been framed as a move toward generative engine optimization (GEO), where visibility increasingly depends on whether your expertise is shared in such a way that it answers real questions and can be pulled, summarized and trusted in AI-driven results.  So what new strategies should marketing leaders pursue in the face of these changes? Here, members of the Senior Executive CMO Think Tank—experts in brand storytelling, digital advertising, customer engagement and the rise of AI in marketing—share what these citation patterns suggest about the content AI models treat as credible and offer practical ways to rethink content and engagement.

expert panel

Now that Google is indexing Instagram content, the borders between social and search have been redrawn, turning visually led, storytelling-driven posts into searchable assets. What once existed solely within a brand’s Instagram feed can now appear alongside its most curated web pages, turning an educational carousel or a simple Reel into a potential driver of search discovery. This shift arrives as search behavior continues to transform. A 2024 Statista survey found that 46% of Gen Z respondents prefer social media to search engines to find information, showing that social content increasingly informs which products and services younger consumers find, trust and eventually buy. When Instagram posts meet users at the exact moment of intent, they become more than engagement drivers; they become micro-landing pages capable of pulling new audiences into your ecosystem. Even so, opportunity comes with strategic challenges. Optimize too lightly, and you miss the visibility gains. Optimize too aggressively, and you risk watering down the creativity and authenticity that makes social content worth engaging with in the first place. Here, members of the Senior Executive CMO Think Tank explore how brands can navigate this new search-social convergence, sharing their insights to help marketing teams rethink their approach to Instagram content.

expert panel

Authenticity is a recognized cornerstone of effective marketing—especially in a high-information digital marketplace. Savvy consumers understand the ways advertisers seek to influence them and increasingly doubt highly polished messaging, seeking genuine signals that a brand’s actions align with its stated values.  Studies of consumer behavior have shown that emotions influence engagement and purchasing behavior. And when a brand is able to make a genuine connection with its audience, the impact goes beyond just making the sale: Salsify’s 2025 Consumer Research report found that 87% of shoppers are willing to pay more for a product from a brand they genuinely trust.  As experts in brand storytelling and customer engagement, the members of the Senior Executive CMO Think Tank understand that, in a saturated, noisy market, clarity and consistency are no longer just differentiators—they’re necessities. Consequently, understanding what “authentic” truly means has never been more vital. Here, five of them share their definitions of authenticity, identify the qualities that distinguish trustworthy brands, and share examples of companies that have successfully built lasting connections by staying true to themselves and their target audiences.

expert panel

In the brand marketing world, there’s always been a scramble to catch consumers’ attention. In a digital marketplace, jostling for position takes place moment by moment, and finding a hook that grabs the audience can make a game-changing difference for both new and established brands. In this spirit, unlikely brand pairings are having a moment. Cross-industry collaborations are gaining momentum as brands look for fresh ways to earn new audience attention in an oversaturated market. A quirky matchup can spark curiosity, intrigue or delight—maybe even a viral moment. From beauty lines teaming up with cookie makers to fast food giants joining forces with toothpaste brands, the collision of categories is becoming a bona fide strategy rather than a passing stunt.  But as any CMO will tell you, “novelty” campaigns that catch fire quickly can also burn out fast. The marketing leaders of Senior Executive CMO Think Tank spend their days navigating the intersections of brand storytelling and customer psychology. They know that the real magic happens only when the bold and unexpected is grounded in something meaningful—alignment, authenticity and a reason for customers to care long after the initial surprise wears off. Here, a group of them share what it really takes to turn a head-turning partnership into an enduring marketing advantage.