Bots now outnumber humans online, and account for more than half of web page requests. Jess Graham thinks that ratio should change what the website is for, what marketers measure, and where budget goes next.
As CEO and founder of Banquet, and someone who helped establish the International Association for Safe and Ethical AI, Jess has spent enough time with AI safety researchers to doubt that marketers can reliably game LLMs for growth. She makes the case for trading SEO, AEO, and GEO for positioning, messaging, and owned channels like email, apps, loyalty programs, and direct mail.
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3 Takeaways:
- If unique website visitors are still a headline metric, your dashboard is built for the past.
- Email, apps, loyalty programs, unboxing and install experiences, and direct mail are where brands still control the customer relationship.
- GS1 Sunrise 2027 turns every product package into a channel for provenance, safety, allergens, and first-party data, giving brands a path out of dependence on retailers and ad platforms.
Chapters:
(00:00) Introduction
(02:08) Back to Marketing Basics
(02:52) Is the Internet Dying?
(03:53) Rethinking Metrics & Owned Channels
(05:06) The Case for Bringing Back Direct Mail
(06:56) The Pay-to-Play Platform Future
(07:17) Curiosity as a Core Marketing Skill
(08:31) The GS1 Sunrise 2027 Opportunity
(09:39) Lightning Round & Hot Takes
About the Guest:
Jess Graham is the founder of Banquet, a commercial advisory for consumer brands. Technology is changing how people find brands, buy from them, and build relationships with them, and Jess advises companies on new paths to brand and revenue growth as those behaviors shift.
Her career spans two systems that shaped modern buying: nine years at Visa, studying how people actually pay and buy, from paper checks to Apple Pay, and Meta, where she led product marketing for Instagram and launched Reels helping build the plumbing for the attention economy.
Jess writes The Feast, an essay series on discovery, brands, and taste in the age of algorithms. She lives in the US and UK.
Connect:
Jess Graham: https://www.linkedin.com/in/discoveryinagenticcommerce/
Sara Faatz: www.linkedin.com/in/sara-faatz-b67213
Progress: www.progress.com
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