Nick Grinberg features in AdNews
The rollout of Google AI Mode in Australia signals a major shift from search-as-navigation to search-as-answer – and with it, an industry reckoning on referral traffic, SEO strategy, and brand visibility. AdNews spoke with industry leaders about what the zero-click future means, including Next&Co’s Head of Strategy, Nick Grinberg, who has already seen its impact firsthand.
Nick notes that while organic traffic may decline, the intent behind AI-driven clicks is proving stronger. “We’ve observed in our US-based clients that the traffic that comes via AI search actually converts better,” he says. “Brands may see fewer visits, but with stronger intent.”
He believes the shift will fundamentally reshape ad inventory and the economics of visibility. “AI Mode changes ad inventory. Advertisers may see volume dip, prices and competition may swing, and measurement gets blurrier in the short term – but I am hopeful AI-driven inventory will put fewer but smarter ads in front of customers that are more contextually aware and genuinely useful.”
Read the full article here: https://www.adnews.com.au/news/ai-mode-s-dark-zero-click-future-and-a-revolution-in-online-strategy
