In this episode of Data Planet, host Emma Davis interviews Daniel Henderson, Digital Marketing Director of Glean. They explore how search is evolving beyond traditional engines into a “search everywhere” landscape shaped by AI tools, social platforms, and zero-click experiences.

Daniel shares how Answer Engine Optimization (AEO) is redefining digital marketing strategy, emphasizing the importance of visibility and citation over traffic, and explains how marketers can adapt by creating deep, authoritative content designed for LLMs.

The conversation also highlights how first-party data can be leveraged to uncover unique content opportunities and improve AI-driven visibility, along with practical insights on measuring success in a world where clicks are no longer the primary KPI.