AI changes prompt closer brand, performance marketing

2026-11-05

AI-driven product discovery is reshaping the relationship between brand and performance marketing, making their collaboration more crucial than ever, writes Microsoft Advertising's Navah Hopkins, who notes that AI can compress the customer journey, allowing users to discover, evaluate, and purchase products within minutes. Hopkins advises performance marketers to focus on creating demand, integrating brand marketing and adapting measurement strategies to include metrics such as brand awareness and AI visibility.

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