Email marketing's connection to search performance faces unprecedented disruption as LLMs reshape user behavior. Patrick McKenna from DMi Partners discusses how traditional SEO data extraction methods will become "murkier" as search traffic shifts away from Google toward AI-powered platforms like ChatGPT. McKenna outlines the strategic importance of email automation in maintaining direct audience relationships while search attribution becomes less transparent, and explores how enterprise teams can adapt measurement frameworks when traditional search analytics provide limited visibility into AI-driven discovery patterns.

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