Welcome back to Digital Coffee: Marketing Brew! In this episode, host Brett Deister sits down with Michael Buckbee, co-founder of Noa Toa, to dive deep into the rapidly evolving world of AI-driven search and what it means for marketers and brands alike. Together, they explore how AI tools like ChatGPT, Perplexity, Claude, and Google Gemini are set to reshape search marketing, why traditional SEO isn’t dead—but is quickly changing—and what marketers must do to prepare for this new era.

Michael shares his expertise as both a technologist and a marketer, revealing not just how AI is transforming search results and search user behavior, but also what practical steps brands can take right now to protect and enhance their online reputation. From addressing the realities of AI “hallucinations” to rethinking content strategy for maximum ROI, this episode packs actionable advice for anyone looking to get ahead in digital marketing.

Whether you're curious about the interplay between PR, SEO, and AI, questioning the role of brand reputation in AI search, or just want to know how to ensure your content is visible in a fractured, AI-integrated landscape, you'll find tons of insight here.

Stick around to hear Michael’s tips on how to audit your keyword strategy, make friends with your PR team, and why empathy—and actual human voices—will continue to matter even as AI becomes ubiquitous. Plus, learn about free tools and tactical tips to make sure your brand isn’t left behind as search marketing enters a whole new era.

Three Fun Facts:

1. Michael Buckbee drinks an entire pot of coffee a day—he claims his "large mug" makes it only 2 or 3 cups!
2. OpenAI's ChatGPT is now considered by some companies as their "most popular and least well-trained representative."
3. Amazon’s new AI-powered shopping assistant "Rufus" is actually powered by the Claude LLM model, letting users ask much more specific, conversational questions while searching for products.

Key Themes:

1. AI search vs. traditional search engines
2. Changing strategies for SEO and marketing
3. Impact of AI on brand reputation
4. Preparing websites for AI indexing
5. Evolving content marketing strategies
6. Importance of empathy and human voice
7. Future opportunities and challenges with AI