In this episode, Emma sits down with Mike O’Donnell, SVP Innovation and Business Transformation at Flywheel, to break down the real impact of AI-powered search on consumer behavior and brand strategy. Mike shares why consumers are embracing generative tools like Amazon’s Rufus, how brands can adapt their content and measurement strategies for the new world of AI search, and what mass personalization means for the future of commerce. The conversation covers why consistent product data matters more than ever, how clean rooms and AI are unlocking audience-led advertising, and what Flywheel is building to help brands move from channel-based thinking to true return on consumer. Packed with practical insights, this episode is a must-listen for anyone looking to stay ahead in the evolving commerce landscape.

Read the white paper, "From powerless to proactive: How brands can own the AI search revolution" here.