AI adoption is one of the most talked about topics in marketing, but reliable data is surprisingly hard to find.
In this AI Insiders session hosted by David Berkowitz of AI Marketers Guild, Nate Elliott, Principal Analyst at EMARKETER, shares new research on the real building blocks of AI adoption and what marketers should actually be measuring.
Nate explains why the key questions for brands are not just about which AI tools people use, but how many customers use AI, why they use it, and what behaviors they engage in. His research shows that while 99% of US online users interacted with AI-enabled technologies in the previous month, intentional usage patterns vary widely across generations, with Gen Z now leading AI engagement.
The discussion also explores a practical framework for understanding AI behavior across four core categories: shopping, information seeking, relaxation and companionship, and connecting.
Nate also clarifies one of the biggest misconceptions in marketing today: AI is not replacing traditional search. Data shows that the vast majority of search time still happens on Google and Bing, while AI tools represent a small but strategically important emerging channel. This leads to a critical distinction between traditional SEO and AI-driven discovery strategies such as AEO or GEO.
Key topics covered:
The three core questions brands should ask about AI adoption
Why motivations for using AI matter more than specific tools
Generational differences in AI usage, including Gen Z and Gen Alpha trends
Nate’s upcoming research model for understanding AI behaviors
Why AI search and traditional search serve different purposes
The strategic difference between SEO and AI optimization
This session is part of AI Insiders, a series from AI Marketers Guild featuring leading practitioners and analysts sharing practical insights on how AI is transforming marketing.