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#16 – Winning the Zero Click: AI and Marketing’s Future [Professor Jim Lecinski, Kellogg School of Management]
🎓 20% Off | Oxford AI Ethics Executive Programme https://oxsbs.link/ailyceum
“AI raises the ceiling and raises the floor. It is not the end of marketing. It is the beginning of better marketing.” — Jim Lecinski
In this episode, Samraj speaks with Jim Lecinski, Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management and former Google VP.
He created ZMOT (Zero Moment of Truth), the idea that people research and judge brands long before they reach a store or website. His new book, The AI Marketing Canvas, Second Edition: A Five-Step AI Plan for Marketers, offers a clear method for adopting AI in modern organisations. In the Zero-Click Era, where AI answers instead of sending users to links, this work becomes essential.
We explored how AI-first search, LLMs and agentic interfaces are changing discovery and consumer behaviour. Jim explains how models gather and refine information, why answers differ and how brands can prepare for a world where clicks fall. He argues for clear use cases, real value creation and avoiding hype. We explore ethics, bias and how brands must balance financial, brand and community value.
EPISODE HIGHLIGHTS
0:00 ➤ Intro / Guest Welcome
1:00 ➤ Why AI is reshaping marketing
3:00 ➤ ZMOT explained and Zero Click’s rise
6:00 ➤ The 2x2 model for real AI use cases
10:00 ➤ Efficiency traps
13:00 ➤ How LLMs retrieve and refine information
16:00 ➤ Variability, trust and personalisation
20:00 ➤ Ethics, bias and community value
25:00 ➤ Preparing for AI-first search
30:00 ➤ Agentic assistants and commerce
35:00 ➤ Wow moments with AI
40:00 ➤ UI, usability and the next era
45:00 ➤ Jim’s closing challenge
50:00 ➤ Closing
🔗 LISTEN, WATCH & CONNECT
🎓 Oxford Programme (20% Off): https://oxsbs.link/ailyceum
🌐 Join the 1K+ Community: https://linktr.ee/theailyceum
💻 Website: https://theailyceum.com
🎧 Spotify: https://open.spotify.com/show/034vux8EWzb9M5Gn6QDMza
🎧 Apple: https://podcasts.apple.com/us/podcast/the-ai-lyceum/id1837737167
🎧 Amazon: https://music.amazon.com/podcasts/5a67f821-89f8-4b95-b873-2933ab977cd3/the-ai-lyceum
▶️ YouTube: https://www.youtube.com/@The.AI.Lyceum
📘 Jim’s Book: https://www.amazon.co.uk/Marketing-Canvas-Second-Five-Step-Marketers-ebook/dp/B0G59PLDBM/
ABOUT THE AI LYCEUM
The AI Lyceum is a global community exploring AI, ethics, creativity and human potential, hosted by Samraj Matharu, Certified AI Ethicist (Oxford) and Visiting Lecturer at Durham University.
#ai #genai #llm #openai #google #nvidia #agent #agentic #marketing #advertising #media #commerce #ecommerce #zeroclick #zmot #jimlecinski #aimarketing #consumerjourney #search #business #entrepreneur #entrepreneurship #aiethics #ethics #philosophy #theailyceum
View all episodes
By Samraj Matharu🎓 20% Off | Oxford AI Ethics Executive Programme https://oxsbs.link/ailyceum
“AI raises the ceiling and raises the floor. It is not the end of marketing. It is the beginning of better marketing.” — Jim Lecinski
In this episode, Samraj speaks with Jim Lecinski, Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management and former Google VP.
He created ZMOT (Zero Moment of Truth), the idea that people research and judge brands long before they reach a store or website. His new book, The AI Marketing Canvas, Second Edition: A Five-Step AI Plan for Marketers, offers a clear method for adopting AI in modern organisations. In the Zero-Click Era, where AI answers instead of sending users to links, this work becomes essential.
We explored how AI-first search, LLMs and agentic interfaces are changing discovery and consumer behaviour. Jim explains how models gather and refine information, why answers differ and how brands can prepare for a world where clicks fall. He argues for clear use cases, real value creation and avoiding hype. We explore ethics, bias and how brands must balance financial, brand and community value.
EPISODE HIGHLIGHTS
0:00 ➤ Intro / Guest Welcome
1:00 ➤ Why AI is reshaping marketing
3:00 ➤ ZMOT explained and Zero Click’s rise
6:00 ➤ The 2x2 model for real AI use cases
10:00 ➤ Efficiency traps
13:00 ➤ How LLMs retrieve and refine information
16:00 ➤ Variability, trust and personalisation
20:00 ➤ Ethics, bias and community value
25:00 ➤ Preparing for AI-first search
30:00 ➤ Agentic assistants and commerce
35:00 ➤ Wow moments with AI
40:00 ➤ UI, usability and the next era
45:00 ➤ Jim’s closing challenge
50:00 ➤ Closing
🔗 LISTEN, WATCH & CONNECT
🎓 Oxford Programme (20% Off): https://oxsbs.link/ailyceum
🌐 Join the 1K+ Community: https://linktr.ee/theailyceum
💻 Website: https://theailyceum.com
🎧 Spotify: https://open.spotify.com/show/034vux8EWzb9M5Gn6QDMza
🎧 Apple: https://podcasts.apple.com/us/podcast/the-ai-lyceum/id1837737167
🎧 Amazon: https://music.amazon.com/podcasts/5a67f821-89f8-4b95-b873-2933ab977cd3/the-ai-lyceum
▶️ YouTube: https://www.youtube.com/@The.AI.Lyceum
📘 Jim’s Book: https://www.amazon.co.uk/Marketing-Canvas-Second-Five-Step-Marketers-ebook/dp/B0G59PLDBM/
ABOUT THE AI LYCEUM
The AI Lyceum is a global community exploring AI, ethics, creativity and human potential, hosted by Samraj Matharu, Certified AI Ethicist (Oxford) and Visiting Lecturer at Durham University.
#ai #genai #llm #openai #google #nvidia #agent #agentic #marketing #advertising #media #commerce #ecommerce #zeroclick #zmot #jimlecinski #aimarketing #consumerjourney #search #business #entrepreneur #entrepreneurship #aiethics #ethics #philosophy #theailyceum