How Profound Helps Marketers Turn AI Search Visibility Into Action

Profound’s online event today, “Building the Marketing Team of the Future,” focused on a growing problem for marketers: how to use AI to manage the enormous amount of work created by having to market across the entire internet.

The webinar featured Trevor Pyle, Head of Marketing at Profound; Jack Traina, Product Manager at Profound; Rachel Feidelman, Solutions Consultant at Profound; and Robert Lipman, Visibility Engineer at Ramp.

The core idea was that AI search is dramatically expanding the surface area marketers have to manage.

Marketing is no longer just about optimizing a company website, running paid campaigns or ranking for a set of keywords. AI systems can pull from information across the web, which means brands increasingly need to think about how they are represented across websites, media coverage, third-party sources, communities and other places where information about them appears.

That creates an enormous amount of potential work.

The question at the center of the event was: How can marketers use AI to handle that workload?

Profound’s answer is to use AI not only to measure visibility, but to help identify what work matters most, where opportunities exist and what marketers should do next.

What Was Profound’s “Building the Marketing Team of the Future” Event?

“Building the Marketing Team of the Future” was an online Profound webinar about how marketers can use AI to manage the expanding workload created by AI search and a more fragmented internet.

The event used Ramp as a real-world example of how a marketing team can incorporate Profound into its workflow. The event centered around their “Aim” product.

Profound promoted the session with the message:

“See how Ramp’s marketing team 10x’s their output with their AI Marketer in Profound.”

The broader premise was that marketers now have far more potential work than they can realistically complete manually.

The challenge is not simply creating more content.

It is deciding:

• Which opportunities matter
• Which audiences need attention
• Which questions should be answered
• Where information gaps exist
• Which content should be created
• What should happen next

AI can help marketers prioritize and execute that work at a scale that would be difficult for a traditional marketing team to manage alone.

Why Is AI Search Creating So Much More Work for Marketers?

AI search changes the amount of information marketers need to think about.

Traditional digital marketing often centered on a relatively defined set of channels: a company website, search rankings, social media, advertising and email.

AI systems can draw information from much broader parts of the internet when generating answers.

That means marketers increasingly need to think about how their brand appears across the entire web.

A company may need to understand:

• How its products are described
• Which questions customers are asking
• How different audiences understand the brand
• Where competitors are appearing
• Which sources influence AI-generated answers
• Where information about the company is missing or unclear
• Which content opportunities deserve attention first

The result is a much larger marketing workload.

Profound’s thesis is that AI can help make that workload manageable.

How Does Ramp Use Profound?

Ramp uses Profound as part of its ongoing AI-search and content workflow.

Robert Lipman, Visibility Engineer at Ramp, described Profound as part of his regular routine, saying:

“I check it every day.”

The platform helps Ramp identify opportunities and think about where additional or more specialized content may be needed.

Rather than manually trying to monitor every possible question, buyer type and content gap across the internet, marketers can use AI to help surface the areas that deserve attention.

That makes AI less of a replacement for marketers and more of a way to expand what a marketing team is capable of handling.

What Is Profound’s AI Marketer?

Profound’s AI Marketer is designed to help marketing teams manage that increased workload.

The product is built around the idea that an AI system can understand a company’s brand, product, positioning and priorities, then use that context to identify useful marketing opportunities.

Instead of presenting marketers with more data to analyze manually, the goal is to help turn that data into action.

That can include helping marketers determine:

• What content to create
• Which gaps to address
• Which opportunities to prioritize
• Which audiences need more targeted information
• What the next marketing action should be

The value is not just automation.

It is prioritization.

What Does “Making the Next Step More Obvious” Mean?

As marketing expands across more of the internet, the number of possible actions grows with it.

A marketer may see dozens or hundreds of opportunities at once.

The difficult question becomes:

Which one should we work on next?

That is where AI can become especially useful.

Instead of asking marketers to manually review every signal and decide what deserves attention, platforms like Profound can help narrow the field.

The goal is to make the next move more obvious.

How Is AI Changing the Marketing Team of the Future?

The marketing team of the future may be responsible for more channels, more audiences, more questions and more content than teams in the past.

AI can help absorb some of that complexity.

Marketers can focus more heavily on:

• Strategy
• Positioning
• Customer understanding
• Prioritization
• Creative judgment
• Reviewing and refining outputs

AI can help with the scale of the execution.

This does not necessarily mean marketers will have less work.

It may mean they will be capable of managing a much larger marketing surface than before.

What Is the Biggest Takeaway From Profound’s Event?

The biggest takeaway from “Building the Marketing Team of the Future” is that AI search is creating an enormous new workload for marketers.

Brands are increasingly marketing not just through individual channels, but across an entire information ecosystem.

Trying to manage that manually is difficult.

The opportunity for AI marketing platforms is to help teams understand that environment, identify the most important opportunities and execute more work without requiring a proportionally larger marketing department.

Ramp served as the customer example, but the broader question applies to almost every modern marketing team:

How do you market across the entire internet without creating an impossible amount of work?

Profound’s answer is to use AI to make that workload more manageable — and make the next step more obvious.