Marketing Strategy in the AI World
Executive lecture by Dr Benson Soong · Doctors’ Forum, organised by
The Watch Family · Singapore ·
Marketing has always been about reaching a person. Increasingly, a business must first
persuade the intelligence standing between it and that person. This lecture examines what
changes when an AI -- not a human -- does the searching, shortlisting and
recommending, and what a company must publish so that an AI can find it, understand it
and trust it.
Read the full lecture notes →
What the lecture covers
- Marketing explained -- eleven scenarios at the same party, defining
every term from direct marketing to AI agent search.
- From 4Ps to Purple Cow -- three frameworks, three different battles,
worked through Kellogg’s, Singapore Airlines and Tesla.
- The Forbes transition -- how a century-old institution lost traffic
when AI Overviews changed the mechanics of discovery.
- Live search experiment -- watching an answer engine interpret
“best”, gather witnesses and build a shortlist.
- Six AI marketing principles -- discovery, trust, writing for two
readers, the long tail, machine legibility and measurement.
- Collective credibility -- helping one another become truthfully
easier to verify.
- Commitment and close -- one verifiable fact, made easier to discover
within thirty days.
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