Why Now?
It’s easy to assume that conversation marketing is just another trend — another buzzword that will fade. But that couldn’t be further from the truth. This shift is not only real, it’s accelerating — driven by the convergence of technology, customer expectations, and competitive pressure.
The Timing Is No Coincidence
Three forces have collided to make conversation marketing not only possible, but essential:
1. AI Is No Longer Optional
Artificial intelligence has moved from the backroom to the front line. Today’s AI tools can understand language, analyse sentiment, generate content, and respond in real time. Marketers can now engage audiences at scale without sacrificing relevance or tone — something unimaginable just a few years ago.
Real-world example:
Sephora uses AI-powered chat on its website and apps to recommend products, answer questions, and guide purchases — all while sounding human. It’s not just automation; it’s curated conversation at scale.
From predictive insights to generative dialogue, AI is the engine making conversation marketing intelligent and scalable.
2. Customers Expect Instant, Personalised Dialogue
We live in a real-time world. Customers don’t want to fill out forms and wait for a response. They want convenient, two-way dialogue — when and where it suits them. And they're already using messaging platforms, voice assistants, and live chat to get it.
Real-world example:
Monzo Bank handles the majority of its customer queries via in-app chat. It blends AI triage with human agents to deliver fast, personal service — a key reason for its strong customer loyalty.
If your brand can't respond quickly — and in a way that feels relevant — you're not meeting modern expectations.
Now vs. Then
| Legacy Marketing | Conversation Marketing |
|---|---|
| One-size-fits-all campaigns | Personalised, context-aware dialogues |
| Email blasts and static content | Real-time messaging and chatbot journeys |
| Search engine optimised blogs | Answer engine optimised knowledge |
| Passive metrics (impressions) | Active metrics (conversations, retention) |
| Campaign-based thinking | Always-on engagement loops |
3. Discovery Is Being Redefined by AI
Search used to be the gateway to brand visibility. Today, it’s being restructured — literally — by generative AI. Tools like ChatGPT, Perplexity, Claude, and Google’s AI Overviews are becoming how people explore, learn, and decide.
These AI systems don’t return a list of links. They summarise, select, and structure information. If your brand isn’t visible or compatible with these answer engines, you’re excluded by default.
AI Discovery Engines
- Google AI Overviews: Shows summarised answers pulled from trusted sources — sometimes without linking back.
- ChatGPT with browsing: Delivers conversational answers based on source content — with selective citations.
- Perplexity: Prioritises authority and recency, summarising multiple sources in a single paragraph.
- You.com and Brave AI: Favour structured content and real-time query context.
🔍 New Imperative: Brands must optimise for AI discoverability, not just traditional SEO. Structured content, schema markup, and branded knowledge graphs are becoming survival tools.
The Danger of Waiting
Many organisations are still clinging to old habits — broadcast emails, static campaigns, keyword-stuffed blogs. But while they stand still, customer habits are sprinting ahead.
The risk? Becoming invisible.
If you’re not part of the new discovery layer, you’re not just losing reach — you’re losing relevance.
Early Movers Are Winning
Brands that have embraced conversation-first strategies are seeing outsized returns:
- Duolingo: Uses character-based chat to increase learning engagement.
- Starbucks: Offers mobile chat ordering with personalised drink recommendations.
- LEGO: Runs an AI-powered gift finder bot every holiday season that helps customers choose based on recipient and budget.
These brands have stopped shouting and started listening — and their results show higher engagement, loyalty, and discoverability.
“The best marketing doesn’t feel like marketing.”
— Tom Fishburne
What’s at Stake?
This isn’t a cosmetic update to your strategy — it’s a fundamental rewiring of how discovery, decision-making, and loyalty now work. The brands that move first will own the new landscape. The rest will wonder why they’re no longer showing up.