Imri Marcus — CEO and Co-Founder, Brandlight
Published:
It’s the first time in history where as a brand you can add a piece of content that no person ever sees, but the AI engine saw it and it’s now completely affecting entire customer journeys… The measurement really shifts to influence, how often are you included, when you are included, with what type of sentiment, how are you described, right? How accurate is the model about you?
What does Imri Marcus say on The Agile Brand with Greg Kihlström?
Imri Marcus, CEO and Co-Founder, Brandlight, says: Imri Marcus explains how generative AI, conversational interfaces, and AI-native browsers are transforming search into conversational discovery and collapsing the traditional marketing funnel. He argues that brands must move beyond legacy SEO to 'Generative Engine Optimization' by structuring authoritative, AI-digestible content and adopting influence-based metrics like AI visibility share and representation accuracy to earn inclusion and accurate representation in AI-generated answers.
From: The Agile Brand with Greg Kihlström
Cite as: Imri Marcus. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/imri-marcus-its-the-first-time-in-history-where-as-a-brand-you-can-add