CMO Tribune
Voices

Topic: AI and search. Recorded on 1 November 2026.

We record that Avinash Kaushik said this, where and when, in our own words. The post stays where it was published; the embed loads only if you ask for it.

Avinash Kaushik

Chief Strategy Officer, Human Made Machine

On merging search engine and answer engine optimization into one organic discipline

Newsletter or blog post, Occam’s Razor by Avinash Kaushik, . Read the original

Our takeOpinion

The Chief Strategy Officer at Human Made Machine raises why search and answer-engine work may belong under one organic scorecard, since buyers increasingly delegate research and a site visit records less of a brand's influence. A reader can take away the case for judging each data source by how it was collected, and for tying organic goals to profit from non-brand demand, which mainly helps retail and ecommerce teams with sizeable organic traffic and separate search and content groups. The piece also treats vendor claims of access to real user prompts as untrue, so panel-based visibility tools deserve careful scrutiny before they inform budget. Our view of the limit: the worked example is a made-up retailer, the conversion comparisons come from third-party studies, and the text we have ends partway through the third indicator, so how the scorecard performs in practice is not shown and it may not transfer to lead-generation or low-volume B2B teams.

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Why this is here

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