It's time for another episode of Marketing Unzipped. If you’ve been following the news in tech even loosely, you’ve probably heard a lot of noise around Google’s latest event — Google I/O 2025.

This year, Google made one thing crystal clear: Artificial Intelligence is no longer an add-on. It’s the foundation.

From the way we search, to the way we shop, to the way we create content — it’s all changing. And quickly. What really stood out — from a marketer’s perspective — wasn’t just the tech. It was the pattern. The direction things are heading. And what it means for how we show up in front of customers.

Google Search is no longer just about finding results. It’s answering for users before they ever click anything. You don’t even need to visit a website anymore — the AI tells you what you need to know right there in the search results.

New tools like Veo and Imagen let you generate full-blown video ads and product images just by typing a few lines of text. No cameras. No shoots. No design teams. Just AI and a vision.

The most subtle shift and maybe the most powerful is how AI is collapsing the traditional sales funnel. People are going from interest to decision almost instantly, and marketers? We’re often not even in the room when it happens!

Today I'm discussing all of these overviews and more when it comes to keeping your brand at the top of the results list!

https://thepursuitagency.com/

Why do people pay more for the same cup of coffee just because it's served in a nicer cup?

Why does a limited time offer suddenly make us want something we didn't even consider yesterday?

If you've ever wondered why perfectly designed campaigns flow flat, while quirky, unpolished, those terrible ones, they just go viral, this episode will flip your assumptions completely.

In this episode of Marketing Unzipped, we're talking about the psychology of choice!

Marketing is built on a strategy called Choice Architecture which is the idea that the way a decision is presented shapes the outcome, even if the options stay exactly the same, you're not changing the product, you're just changing the frame.

Imagine that you're at a coffee shop. The menu offers a small coffee for £2, a medium for £3.50, and a large for £3.75. Most people will go straight for the large, not because they need more coffee, but because the price difference nudges them to think it's better value that medium option. It exists to steer the choice only and this kind of behavioural design works because people don't make purely rational decisions. We take shortcuts.

Today we discuss all the ways that you can use that in marketing to grow your business!

https://thepursuitagency.com/

On today's episode of Marketing Unzipped we're talking about Answer Engine Optimisation or AEO. This is something that is quietly disrupting the way we think about SEO and it's a fundamental rethink of how visibility online actually works.

For the last two decades, search engine optimisation has shaped how we write content, structure websites, and compete for attention. But something’s shifted – subtly at first, now unmistakably.

People no longer search the way they used to.

We’re seeing a profound change in behaviour. Users aren’t just typing keywords – they’re asking full questions in natural language. And they’re not necessarily looking for pages anymore – they’re looking for answers.

This shift marks the rise of what could be the next evolution in digital marketing: Answer Engine Optimisation.

And it’s not a gimmick. It’s a direct response to a new wave of AI-native tools and platforms that are fundamentally changing the traditional search experience.

AEO isn’t about replacing SEO – it’s about modernising it.

Search Engine Optimisation still matters. But now it needs a strategic counterpart. A framework that recognises the growing role of AI in shaping what gets seen, quoted, and trusted.

That’s why Answer Engine Optimisation matters.

https://thepursuitagency.com/