Zero Click Search and More AI Myths Busted
In this episode of the MarketingEDGE Podcast, we explore how zero-click search and generative AI summaries are reshaping the B2B buyer journey—and what marketers can do to regain visibility, rethink success metrics, and test new content formats without disrupting their existing strategies.
The episode also continues our AI Mythbusting series, addressing additional misconceptions that prevent marketing teams from using AI responsibly, strategically, and effectively.
Segment 1: Zero-Click Search and Early GEO Experiments
AI-powered search and generative summaries are dramatically reducing click-through rates, especially in B2B categories like software. As buyers increasingly rely on AI-generated answers, marketers must adapt to a landscape where visibility and influence matter more than clicks alone.
Key Discussion Points:
- Why zero-click search is accelerating in B2B buying journeys
- How AI summaries compress research and shape vendor shortlists
- The impact of declining organic click-through rates on share of voice
- Why generative engines are influencing buyer decisions earlier than ever
Segment 2: AI Mythbusting for B2B Marketers
In the second installment of our AI Mythbusting series, we address persistent misconceptions that continue to create confusion around AI adoption in marketing.
Myths Covered:
- AI can replace market research
- AI-generated analytics reports are always reliable
- AI removes the need for copy testing
- AI-generated visuals are always campaign-ready
- AI is only useful for writing marketing copy
- AI prompts are one-size-fits-all
- AI-generated ideas are unbiased
Resources and Next Steps
If you found this episode valuable, subscribe to the MarketingEDGE Newsletter for weekly insights on B2B trends, data, and tactics. This week’s edition includes the AEO Guide for B2B Marketers, featuring a 90-day roadmap to improve AI visibility, close authority gaps, and become a trusted source in AI-driven search.
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About the Author
Delaney Rebernik
Contributor
Delaney Rebernik is an independent journalist covering leadership, death, and digital life, and a writer and consultant for purpose-driven organizations. She’s also Design Observer’s Executive Editor. As an award-winning editorial and communications leader, Delaney helps media brands, memberships, and other champions of community, knowledge, and justice tell vital stories and advance worthy missions.
In her spare time, Delaney consumes horror and musical theater in equal measure. She lives in Brooklyn, New York, with her husband Todd and pup Spud, named for her favorite food. Learn more at delaneyrebernik.com, and connect on Bluesky and LinkedIn.
Alexis Gajewski
Contributor
Alexis Gajewski is the Associate Director of Newsroom Operations and Development at EndeavorB2B, bringing 18 years of experience in B2B media and publishing. A digital-first editorial leader, she sets the vision and direction for content strategies that maximize reach, engagement, and visibility across EndeavorB2B’s portfolio of brands. Alexis oversees editorial planning, workflow management, and team development, ensuring that all content aligns with both audience needs and business objectives. With deep expertise in SEO, AI, and analytics, she drives data-informed editorial decisions that strengthen storytelling, boost organic growth, and uphold the highest standards of quality and integrity.
As a strategist and mentor, Alexis works across the editorial department to foster a culture of creativity, collaboration, and continuous learning. She develops company-wide editorial standards, training programs, and performance frameworks designed to elevate content quality and operational efficiency. Her passion for innovation keeps teams at the forefront of media transformation—whether implementing AI-driven tools, refining workflows, or exploring new content formats. Through her leadership, Alexis empowers editors, reporters, and content strategists at EndeavorB2B to adapt, grow, and deliver impactful, audience-focused journalism in a fast-evolving digital landscape.
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