In this episode of The Digital Executive, host Brian Thomas sits down with Adam Hamadache, founder and CEO of Formula and ScorePlan, and one of the most respected voices at the intersection of AI, SEO, and hospitality. Adam shares the key turning points that helped him transform his agency from early hustle to a scalable, systemized growth engine—including the reset brought by COVID, adopting the EOS operating model, and ultimately reinventing the agency structure around senior talent and client growth.

Adam breaks down one of today’s biggest misconceptions: that AI search is just “one more channel.” Instead, he explains how AI is fundamentally reshaping digital marketing, creating two new responsibilities for every brand—getting recommended by AI and shaping how AI interprets your brand. He highlights why online reputation, structured content, and brand clarity now matter more than ever as AI-driven platforms begin curating only four personalized results instead of pages of search listings.

Looking ahead, Adam explores a future where consumers rely on AI agents to research, filter, and purchase on their behalf—transforming how businesses must communicate, compete, and differentiate online. From the technologies that truly matter to the hype to avoid, Adam brings clarity, realism, and actionable guidance for leaders navigating rapid digital transformation across industries.

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