The brand market is at a critical juncture, marked by profound transformations induced by artificial intelligence (AI) and digital technologies. Brands must adapt to an environment where digital performance is no longer measured solely by web traffic, but by visibility, credibility, and conversion. The era of "zero click" and AI Overviews is redefining the rules of the game, forcing brands to rethink their visibility and conversion strategy. Simultaneously, the rise of chatbots and conversational engines poses challenges in customer service, where the human element regains a central place.
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