The Ledger
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Kern Schireson predicts direct client software access is the future of marketing.
“And I, and we think it's the business model of the future, which is not just saying we're transparent or claiming that we've saved you money and made decisions that are in your best interest. But actually inviting you into the kitchen and letting you pick up a…”
Kern Schireson predicts AI will force marketers away from search engine advertising.
“So part of what I think we're going to see is a retrenching from what has I would say become a real over reliance on search and an over dependence on what appears to be. An opportunity to capture audience, but is actually just a task completion pathway.”
Kern Schireson argues Google search captures demand rather than actually creating it.
“A lot of people put a lot of money into Google search for a long time, believing that's how they were acquiring customers. But the question that they were typing into the search box in the first place got created somewhere else.”
Kern Schireson says Known ties employee bonuses to client bottom-line results.
“And when we structure deals, we always put a component of the fee at risk or call it an incentive around real bottom line results for those clients. And those Incentives are essentially what fuel our bonus pool at known. So the client success is the company su…”
Kern Schireson argues Instagram has functioned as an AI agent for years.
“For the last 10 years, Instagram is an agentic AI creating a TV show for you about your life and your friends and what you should care about and think about, and it includes what products you should be aware of. That is a decade old AI agent, right? It really …”