Hyundai is taking a more conversational approach to its marketing in order to keep up with the proliferation of artificial intelligence (AI). This comes as the industry experiences major disruptions to search-based marketing in favor of AI-driven search, according to an executive from Canvas Worldwide, the auto manufacturer’s media agency of record, who spoke during an Advertising Week New York panel on Monday. 

“Our main goal is to rethink how we are approaching consumers. It’s less about search distribution, it’s more about search engagement,” said Greg Johns, chief product officer and executive vice president, Canvas Worldwide. 

The roll out of AI search and AI mode on Google has led to an increase in “zero click searches,” where consumers may not click on a link at all.

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