The Zero-Click Era: Preparing for a Major Shift in Search Marketing
Session Overview
AI-driven search is set to transform marketing as we know it. With conversational AI services like ChatGPT taking over portions of the traditional search market, and search engines prioritizing AI-generated results, brands are entering a new era—one where they must compete to be chosen by AI rather than just optimizing for SEO.
The rise of AI search will have a profound impact on SEO, search advertising, and content marketing. How should marketers prepare for this shift?
Dr. Kang Jeong-soo explains that AI-driven search will fundamentally change how content is distributed. Consumers will increasingly rely on AI to access trusted, high-quality information, while AI itself will evaluate a brand’s credibility and value before surfacing it in search results.
This session will take a big-picture look at the evolution of AI search and the digital economy, with a focus on its implications for content distribution, commerce, brand visibility, and marketing strategy. Marketers will gain actionable insights on how to position their brands for AI-driven search—not just through tactical adjustments, but by developing a long-term AI search strategy.
About Kang Jeong-soo | CEO, Bluedot AI
Dr. Kang Jeong-soo is a leading expert in digital economy insights. He holds a bachelor’s degree in German Literature from Yonsei University, followed by a bachelor’s and master’s degree in Economics from Freie Universität Berlin, and a Ph.D. in Business Administration from Witten/Herdecke University.
Dr. Kang has held various academic and industry roles, including Senior Researcher at Yonsei University’s Communication Research Institute and Adjunct Professor at Yonsei University School of Business. He also served as CEO of Mediaty, a media startup incubator and investment firm.
From 2019 to 2021, he was the Director of Digital Communications at the Presidential Office of South Korea, overseeing the President’s digital engagement strategy. He is currently involved in The Core, a digital business media platform, where he provides consulting on digital strategy.