Episode
Brad Wetherall: AI Search, Agentic AI, and How Corporations Must Adapt to Digital Discovery
- Podcast
- Scouting for Growth
- Published
- Jun 4, 2026
- Duration seconds
- 3434
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Summary
Search is no longer just a destination. It is becoming an intelligent decision layer. In this episode of Scouting for Growth, Sabine VanderLinden speaks with Brad Wetherall, former Google executive, about one of the biggest shifts facing CEOs, CMOs and growth leaders today: the move from traditional SEO to AI-mediated discovery and generative engine optimisation. Brad spent more than a decade at Google working across platforms including Google Business Profile, Google Shopping, Google Wallet and Google Domains. He brings an insider view on a critical question: when AI becomes the first interface between customers and your brand, will your organisation still be visible, credible and chosen? For years, businesses competed for search ranking. Win the top result and you won attention. But AI search is changing the rules. Customers now receive AI-generated summaries, recommendations and direct answers without always clicking through to a website. In a zero-click world, the real contest is shifting from page position to machine-readable authority. Brad explains why this matters now. AI overviews, conversational search and agent-led discovery are compressing the customer journey. At the same time, the rise of AI-generated content has made the web noisier, more crowded and harder for algorithms to interpret with confidence. In this new environment, your brand is shaped not only by what you publish, but by what AI systems infer, assemble and say about you. The episode explores why E-E-A-T — Experience, Expertise, Authoritativeness and Trustworthiness — is now essential for AI search visibility. These are no longer just content quality principles. They are strategic trust signals that influence whether AI systems surface your brand, cite your expertise or leave you out of the an…