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In the ever-changing world of digital, the looming question of a post-cookie era hangs like a Damoclean sword. But we think that artificial intelligence (AI) could not just be a beacon of hope; it's a formidable weapon in the marketer's arsenal. At SearchUp, with some select and trusted partners, we're pioneering ways to harness the power of AI to redefine search marketing intelligence.

The Rise of First-Party Data: Chatbots at the Forefront

The key to unlocking AI's potential lies in leveraging first-party data, particularly from chatbots and knowledge engines. These AI-driven tools are goldmines of information, providing insights directly from the horse's mouth – the users. Imagine bidding on questions posed to a chatbot in Google Ads auctions. It's not just efficient; it's revolutionary. By tapping into the very queries of your audience, you're not guessing anymore; you're strategically placing your bets where you know, empirically, where the audience is. 

Cohort Analysis: The Deeper Dive

But let's not stop there. At a deeper level, we're exploring the realms of cohort analysis. By segmenting users based on their interactions with our AI tools, we can identify patterns and trends that are otherwise invisible. This approach is akin to reading tea leaves, except you're not a mystic but a marketer armed with data, not assumptions or a crystal ball. 

A Cookie-Less Future: Challenge or Opportunity?

The impending cookie-less future is not just a challenge; it's a colossal opportunity for digital marketers to innovate. Cookies have been the crutch we've all leaned on, but 20+ years after their inception we’re long over due a change. AI offers a more sustainable, privacy-conscious way to gather actionable insights. 

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AI: The New Heavyweight in Marketing

AI's potential in marketing is boundless. From predictive analytics to personalised marketing strategies, AI is not just a tool; it's a game-changer. At SearchUp, in collaboration with our partner Rise & Own, we're not just observing this revolution; we're actively shaping it. Our work with a handful of partners who see the opportunity is at a nascent stage but we know that we can deliver far more than just intelligence; it will deliver a competitive edge. 

Bringing Concepts to Life

Our approach is two-pronged: on one hand, we're utilising AI to enhance our understanding of consumer behaviour through real-time data analysis. On the other, we're exploring innovative ways to use this data for targeted marketing strategies that are both effective and ethical. And, lets not forget - by offering users the change to ask questions we’re first and foremost helping them.

Embracing the Change

As we move towards a cookie-less future, it's imperative for marketers to embrace AI not just as a tool but as an integral part of their strategy. The beauty of AI lies in its versatility and its capacity for continuous learning and improvement. What we're witnessing is not just a shift in tools but a paradigm shift in how we approach digital marketing.

To us, the question isn’t whether AI intelligence can replace cookie data; it's about how quickly we can adapt to this change. At SearchUp, we're not just ready for this shift; we're at the forefront, driving it. With AI, the future of digital marketing is not just bright; it's intelligent.