How AI Is Rewriting Marketing Workflows and Brand Discovery

In June 2026, the digital experience platform (DXP) Sitecore acquired Generative Engine Optimisation (GEO) platform Scrunch. In Cannes, FutureWeek caught up with Sitecore’s CMO Michelle Boockoff-Bajdek and Scrunch’s CEO and Co-founder Chris Andrew to find out how marketers and brands are approaching the new AI-powered marketing world today.

Boockoff-Bajdek covers why marketers need to move from prompting effectively to restructuring workflows, design systems that enable humans and agents to do what they’re really good at, how the human marketer role is changing, and what the opportunities are for junior marketers. Andrew shares how brands are restructuring the intent of websites for AI visitors working on behalf of humans, how brands can surface in AI tools, why Google is the dominant source for surfacing brands, and more.