Serge Dynnyk

My 20 observations on the greatest opportunities in marketing in the age of AI: And some dystopic thoughts on where we're headed. 1- Your company's fate is determined by what AI thinks of you. I had a lead come in, and when asked what he knew about us, he said he'd just asked ChatGPT to look us up before the call. Soon, everyone in the world will outsource their buying decisions to AI, and you want AI to have a good opinion of you. 2- The new definition of SEO is what the LLM models think of you. 3- Producing SEO indexable content, such as blogs, YouTube, and LinkedIn, that'll get your company recommended by LLMs will soon become a core company priority. This evolution will replace traditional "SEO" departments. 4- Language models will recommend your competitors when users look you up. And this should terrify brands with a commoditized offer and no differentiating moat. 5- A company's core messaging canvas will become the most important branding asset company-wide. If a company can't clearly articulate why they are different from the competition, they will get lumped into a commoditized basket of brands that LLM will suggest to its users. 6- When distribution becomes the only moat, companies will quickly realize that they'll need to operate more like media companies than product companies. A company's volume and quality of content output will determine its fate. 7- Companies will have entire media teams formed around making the founder a public-facing figure. We're already seeing this happen with PayPal hiring for "Head of founder content" and McDonald's starting to put their CEO on video. 8- Traditional funnels are dead. Buyers no longer move linearly; they lurk for 8 months, binge your content, share it with their friends, and then DM when they're ready to buy. 9- Conversion attribution will become increasingly inaccurate because of chatbots. Your dashboards say "Google Ads drove this buyer," but the real answer is they first heard of you 6 months ago on a podcast Claude recommended to them. They then saw an ad and decided to buy right then. 10- Marketing job descriptions like Copywriter, Designer, and Media Buyer will soon disappear. Instead, roles will shift to outcome-based, not task-based roles. The person who used to be a Copywriter will now have to oversee the entire campaign strategy, while using AI as its task orchestrator. 11- A newsletter is distribution insurance. Platforms will become increasingly competitive as AI slop floods the timeline. Median reach will likely go down over time and owning an audience is an insurance policy against this reality. 12- Niche is the only strategy left. AI got terrifyingly good at routing hyper-specific content to hyper-specific audiences. The plumber making content for Mexico City homeowners now gets distributed by the algorithm to exactly that person. 13- Platforms will heavily crank down on duplicate content. However, clipping will continue growing in popularity and performance. 14- Differentiation by feature is dead because AI can replicate any feature in a week. Differentiation by narrative is the last moat. The origin story you tell about why your company exists is the only thing your competitors literally cannot copy. 15- Affiliate marketing goes linkless. Social graphs powered by large language models will be able to track when a customer posted about a brand on their socials, which led a friend to like that post and eventually buy from the brand. That customer will then get rewarded for driving that "word of mouth" purchase. 16- The rise and proliferation of faceless channels and brands will make the founder behind the brand the most important marketing asset in existence. 17- Community will become the most valuable asset a company can own. As public platforms get flooded with AI slop and bot-driven engagement, companies will build gated, human-only communities. We're already seeing the community model proliferating to great success in the business niche. This will eventually leak into every niche. 18- We'll see the re-emergence of IRL activations. The pendulum has swung to the extreme of people spending time in isolation online, and we're about to see it swing back the other way to more in-person retreats and experiences. 19- AI agents will eventually make up a large percentage of the economy's volume. Whoever figures out how to sell to these agents will make a lot of money. 20- There's a very real chance that AI causes mass unemployment over the coming decade. I don't buy the "AI will create more jobs than take" narrative. This time is different than other industrial revolutions. This creates two segments of brands. Those positioned as ultra affordable for the masses, and those positioned for the ultra wealthy. The middle is about to be eaten up and many companies will have to figure out how to reposition themselves. Many will die in the process. Will be filming a long form YT video on the above with some extra thoughts. Any points you think I missed?

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