▶  ai search · S4E98 · · October 20, 2025

Inside Razorfish’s AI Search Strategy | Amos Ductan on Merging SEO, Paid Search & Answer Engines

Guest: Amos Ductan, SVP, National SEM Lead at Razorfish
Hosts: Jon Clark & Joe DeVita

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ABOUT THIS EPISODE

What happens when search engines evolve into answer engines and AI determines what your audience sees? In this episode, Jon Clark and Joe DeVita talk with Amos Ductan, SVP of Search at Razorfish, about the radical shift from traditional search to AI-powered discovery platforms like ChatGPT, Perplexity, and Google’s AI mode. Amos dives into how Razorfish is merging SEO and paid media strategies, preparing for a future where prompts replace keywords, and “just showing up” in AI results becomes the new baseline for success. He also introduces the concept of “The Correction”, how AI search is recalibrating both consumer behavior and the KPIs marketers have relied on for decades. Whether you’re leading an agency or managing digital campaigns, this conversation is packed with tactical insights on AI visibility, feed optimization, and how to future-proof your marketing strategy.

In This Episode

  • What an “answer engine” is and how it changes everything
  • Why AI-driven search reduces the number of clicks and reshapes attribution
  • How Razorfish is redefining paid + organic search teams
  • The concept of “The Correction” in AI search and marketing metrics
  • How to audit your brand’s AI visibility and clean your product feeds
  • Strategies for preparing shopping feeds for AI commerce (e.g., Perplexity & ChatGPT)
  • Why traditional conversion metrics may be obsolete in an AI-first world
  • How “AI literacy” is becoming an essential skill for marketers
  • The tools and prompts Razorfish uses to track brand presence in AI models
  • Voice search: where it stands now and what’s coming next

Unlock a clear understanding of where search marketing is headed, and how to stay ahead.

Connect with Amos Ductan

Amos on LinkedIn

Chapters

  • 0:00

    Introduction to AI in Search

  • 1:53

    The Evolution of Search Behavior

  • 5:41

    Answer Engines vs. Traditional Search Engines

  • 8:28

    Changing Consumer Behavior in Search

  • 11:59

    Developing AI Literacy

  • 14:39

    The Future of Voice Search

  • 18:53

    Integrating AI with Paid Search

  • 23:32

    Optimizing Product Feeds for AI

  • 29:54

    Hiring for the Future of Search

  • 32:32

    Embracing Change and Growth Mindset

  • 33:52

    The Evolution of Hiring Practices

  • 34:37

    AI Search: A Paradigm Shift in Marketing

  • 38:37

    Navigating New Metrics in Marketing

  • 40:50

    Client Pushback and Overcoming Skepticism

  • 45:46

    Evaluating AI Tools and Strategies

  • 51:47

    The Future of Metrics and AI Integration

Resources mentioned