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Irina Bukatik is currently VP of Products at Branch and serves as a fractional Chief Product Officer and consultant for startups. Previously, she was VP of Products at GRIN, Senior Director of Product at data.ai (App Annie), and held senior product leadership roles at Reflektive, Kenshoo, and Microsoft. She specializes in scaling product organizations, driving data-driven growth, and shaping product strategy across B2B SaaS and martech.
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AI is not a distant abstraction; it's reshaping consumer experiences today. From personalized product recommendations to a holistic channel experience, the sophistication is daunting but the opportunities for a brand to prepare are extraordinary.
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I recently read an article by Ann Smarty on intent-based optimization which was a nice, clear articulation of how search engine optimization (SEO), generative engine optimization (GEO) and artificial intelligence optimization (AIO) are converging.
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Four years after Apple broke mobile app attribution in iOS 14.5, an emerging class of privacy-safe aggregated modeling tools promises to bring back visibility without tracking individuals.
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Your customers are mobile, and mobile marketing not only reaches them wherever they go, but it also gives you new ways to personalize marketing with geofencing, proximity ads and even messaging based on the weather.
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For decades, search has been the backbone of how consumers discover products, services, and content online. Mastering—or investing in—SEO was the critical move for brands; the global SEO market is a multi-billion dollar industry for a reason.
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Without much fanfare, Meta has been quietly enhancing the capabilities of its WhatsApp messaging software, which could transform it into a super app.
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WhatsApp has started showing sponsored stories inside its Updates tab, the home of Status and Channels. Meta explained in an announcement that adverts from businesses will now appear between the pictures, videos and voice notes friends share each day. The feed is already busy, with WhatsApp saying 1.5 billion people open it daily.
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Until today, search has been the enabler of the internet. It served as a powerhouse of digital economics, the foundation of the Direct-to-Consumer (DTC) business model, and the model for organic customer discovery.
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With AI agents expected to account for 20% or more of e-commerce traffic in the next five years, digital merchants face a new wave of risks and opportunities.
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Search Engine Optimization (SEO) has dominated digital marketing strategies for two decades, but a fundamental shift is rewriting the rules of user discovery.
