The headlines are hard to ignore: major companies announcing AI-driven layoffs, marketing strategies being disrupted by new technologies, and the search landscape transforming before our eyes. If you’re feeling anxious about what AI means for your career and your marketing efforts, you’re not alone.

That’s exactly why Deb Andrews, Founder and President of Marketri, and Brady Lewis, Senior Director of AI Innovation, launched their new series, “Candid Conversations: Marketing and AI Unscripted.” In their inaugural episode, they tackle the fears, opportunities, and practical steps marketers need to take right now.

The Reality Check: AI Layoffs and What They Really Mean

The conversation starts where many professionals’ anxieties begin—with AI-driven layoffs dominating business news. Brady acknowledges the valid concerns but offers an important perspective: “We would be foolish to say that they’re going to decide that they’re not going to need to lay people off. That’s just not likely to happen. But I don’t think that it has to be this mass hysteria, fear, that nobody’s going to have a job in the future.”

The key distinction? This isn’t about AI eliminating the workforce—it’s about evolution.

Companies are still figuring out the right balance. Some have already had to hire back employees they let go too quickly. The pendulum is swinging as organizations learn through trial and error.

Your Competitive Advantage: AI Literacy

Here’s the uncomfortable truth: staying relevant in today’s job market requires embracing AI, not avoiding it. But there’s encouraging news too.

Deb emphasizes that getting started is more accessible than most people think. She didn’t come from a technology background, yet she built her AI knowledge by simply listening to one podcast per week. That consistency, over time, created genuine expertise.

Brady reinforces this point with a psychology insight: “Once you give yourself that little bit of benefit of understanding a little bit, it becomes a little less anxiety driven, a little less nervousness. It becomes attainable that you could start learning this.”

The first step matters more than the perfect plan. Whether it’s a YouTube video, a podcast, or experimenting with ChatGPT, that initial action starts reducing fear and building capability.

The New Search Battlefield: AIO and Why 2026 Is Your Year to Invest

If you’re still thinking about AI in marketing as just another SEO evolution, think again. Deb and Brady make it clear: AI Optimization (AIO)—also called Generative Engine Optimization (GEO) or Large Language Model Optimization (LLMO)—represents an entirely new marketing channel.

When someone asks ChatGPT or Google’s AI overview for recommendations, they’re getting curated brand mentions and direct website links. The data is already showing these referrals convert at 10x the rate of traditional search links.

The Three Pillars of AI Search Success

Brady breaks down what companies need to do right now:

1. Structure Your Website Content for LLMs

Gone are the days of keyword stuffing. AI models need clear, structured information—think FAQ formats with specific questions and direct answers. “You wanna start thinking instead of traditional SEO keywords, you wanna start thinking about prompts,” Brady explains. People don’t type three-word searches into ChatGPT; they ask full questions averaging 8-12 words.

2. Build Credibility on External Platforms

AI models are weighing your presence on LinkedIn, Quora, and Reddit heavily. Contributing valuable insights on these platforms builds the credibility that helps you surface in AI-generated responses.

3. Prioritize PR and Media Mentions

This might be the most surprising finding: PR mentions in credible publications are potentially the biggest factor in getting featured in AI search results. Not just full articles, either—even providing expert quotes or soundbites in pieces alongside other experts significantly impacts your visibility.

As Brady notes: “We’re gonna see a big shift to people really spending time and investing in their PR team or their PR worker or doing the PR themselves.”

The Balancing Act: Traditional SEO Isn’t Dead Yet

Before you abandon your SEO strategy, Deb offers crucial guidance: run parallel tracks. Traditional search still matters, but organic traffic is declining. The recommendation? Companies should expect to increase marketing budgets in 2026 to address both channels simultaneously.

“We just introduced a whole new channel that you need to pay attention to, but all the other ones matter as well,” Deb points out. “It’s not like one went away.”

The companies that gain first-mover advantage in AIO while maintaining solid SEO practices will create competitive gaps that may never close.

Your Secret Weapon: NotebookLM

The episode concludes with a practical tool recommendation that perfectly illustrates AI’s potential to enhance (not replace) human work: Google’s NotebookLM.

This free tool allows you to upload your own sources—articles, PDFs, YouTube links—and then interact with that content in multiple formats. Want to understand a complex topic? NotebookLM can generate a podcast-style discussion between two AI voices, create visual summaries, develop mind maps, or produce quizzes.

Deb describes how Marketri uses it: “Anything that you do repetitively over time, you’re just gonna be accumulating this massive amount of information. It’s almost like your own mini library, but made really easy to learn and conceptualize.”

Take Action: Your Next Steps

The underlying message throughout this conversation is clear: staying present and taking action beats anxious speculation every time.

Whether you’re worried about your job security or confused about the evolving marketing landscape, the path forward involves the same steps:

• Start your AI education journey today—even if it’s just one podcast or video
• Audit your content strategy through an AIO lens
• Ramp up your PR and media outreach efforts
• Experiment with tools like NotebookLM to enhance your learning
• Advocate for appropriate marketing budget increases to address new channels

As Brady and Deb demonstrate, the AI revolution doesn’t have to be faced alone. Building knowledge, sharing insights, and having candid conversations about the challenges ahead creates the foundation for not just surviving but thriving in this new era.