With the search landscape shifting dramatically, our focus as marketers must adjust from traditional clicks and keywords to data signals, AI citation frequency, and holistic conversion tracking. In August and September of 2026, I led an interdepartmental team at Sensis in developing a framework for our agency response to this changing environment. We examined how generative AI is reshaping consumer behavior, and developed strategy to distinguish our work from competitors. Below is a sample; the full document covers the state of AI and SEM, the new buying model for paid efforts, recommendations for content strategy, and a case study. Contact me for the full anonymized whitepaper.