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Work &amp; Wins Archives - The M Makers

Search marketing is in the midst of a structural shift. No longer just about keywords, bidding strategies, or even SERP rankings, the search experience is being reinvented—powered by artificial intelligence (AI) that’s not just assisting, but actively reshaping how consumers discover, evaluate, and engage with content.
Google’s major AI rollout in 2025 marks a turning point, with implications spanning both paid and organic search. At the core of this transformation lies a fundamental question for marketers: how do we stay discoverable in a world where AI increasingly controls the front door of search?
<hr class="" />
<h3 id="ember54" class="">AI Overviews: A New Gateway to Discovery</h3>
Google’s integration of AI Overviews into core search results means that users now receive synthesised, chatbot-style answers before ever reaching a website. This shifts brand visibility from traditional blue links to whether your content is selected, cited, or summarised by AI.
As reported by Search Engine Land, Google has now begun linking these AI-generated overviews directly to its search results interface, creating a new kind of zero-click experience where the AI answer becomes the end destination for many users (<a class=" " tabindex="0" href="https://searchengineland.com/google-links-ai-overviews-to-own-search-results-454239" target="_self" data-test-app-aware-link="">SEL, April 2025</a>).
The stakes are clear: if your content is not AI-readable, structured for summarization, or considered authoritative, it may never appear in these overviews at all.
<hr class="" />
<h3 id="ember58" class="">Trust in AI Is Rising—Even When It’s Wrong</h3>
A 2025 Fortune article highlights research by Columbia University showing that consumers often trust AI-generated answers more than ads—even when those answers are factually incorrect (<a class=" " tabindex="0" href="https://fortune.com/2025/03/18/ai-search-engines-confidently-wrong-citing-sources-columbia-study/" target="_self" data-test-app-aware-link="">Fortune, March 2025</a>). This is a critical insight: perception of intelligence now competes with actual accuracy in influencing user trust.
For marketers, this challenges both paid and organic strategies. It’s no longer just about getting seen—it’s about being seen as crediblewithin AI-curated environments, where traditional brand signals may be muted or bypassed altogether.
<hr class="" />
<h3 id="ember61" class="">Zero-Click Searches Are Now the Norm</h3>
According to Similarweb and Bain &amp; Company, zero-click searches are becoming the default user behavior—especially as AI Overviews, Featured Snippets, and Knowledge Panels continue to grow in prominence. By 2025, the majority of search sessions are projected to end without a click, as users find their answers directly on the results page (<a class=" " tabindex="0" href="https://support.similarweb.com/hc/en-us/articles/360006488277-Zero-Click-Searches" target="_self" data-test-app-aware-link="">Similarweb</a>, <a class=" " tabindex="0" href="https://www.bain.com/insights/goodbye-clicks-hello-ai-zero-click-search-redefines-marketing/" target="_self" data-test-app-aware-link="">Bain, 2024</a>).
This forces a rethinking of performance measurement, where traditional CTR-based models no longer capture the full value of search visibility.
<hr class="" />
<h3 id="ember64" class="">Google Ads and the Shift to Predictive Automation</h3>
On the paid media side, Search Engine Land reports that Google Ads is doubling down on AI-led automation in 2025, with new tools to streamline ad copy creation, predictive audience targeting, and smart bidding strategies (<a class=" " tabindex="0" href="https://searchengineland.com/google-ads-plans-major-ai-push-in-2025-reshaping-search-marketing-450029" target="_self" data-test-app-aware-link="">SEL, Jan 2025</a>).
For advertisers, this means fewer levers for manual control and greater dependence on Google&#8217;s machine learning models. The trade-off? Potentially higher efficiency, but at the cost of transparency and customizability.
<hr class="" />
<h3 id="ember67" class="">Content Must Meet E-E-A-T, Regardless of Who Writes It</h3>
The explosion of AI-generated content has prompted Google to reinforce its E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—as the benchmark for quality. Google’s latest guidance to quality raters states that AI-generated content should be evaluated using the same standards as human-created work (<a class=" " tabindex="0" href="https://searchengineland.com/google-quality-raters-content-ai-generated-454161" target="_self" data-test-app-aware-link="">SEL, April 2025</a>).
This levels the playing field in theory—but raises the bar for execution. It’s no longer enough to publish SEO-optimised copy. Content must be credible, useful, and backed by transparent sources and real-world expertise—whether produced by a human, AI, or both.
<hr class="" />
<h3 id="ember70" class="">New Metrics for a New Era</h3>
The rise of zero-click and AI-curated experiences challenges traditional success metrics. Clicks and conversions still matter, but they no longer tell the full story.
Instead, marketers must monitor:
<ul>
<li>Brand inclusion in AI-generated overviews</li>
<li>Visibility in structured snippets and answer cards</li>
<li>Growth in branded search demand post-impression</li>
<li>Content usage as cited reference material by AI engines</li>
</ul>
These are harder to track—but more reflective of influence in a world where the journey often ends before the click.
<hr class="" />
<h3 id="ember75" class="">Key Action Items for Brand Marketers</h3>
To navigate this evolving landscape, here’s what advertisers and marketers should prioritise:
<h3 id="ember77" class="">1. Make content AI-readable</h3>
Use schema markup, bullet points, clear subheadings, and Q&amp;A formats to improve summarization and inclusion in AI-generated overviews.
<h3 id="ember79" class="">2. Invest in E-E-A-T</h3>
Whether content is written by humans or AI, ensure it demonstrates expertise, cites reputable sources, and includes a clear author identity.
<h3 id="ember81" class="">3. Monitor your AI visibility</h3>
Assess whether your content appears in AI summaries. If not, audit content structure, authority signals, and freshness.
<h3 id="ember83" class="">4. Adapt performance KPIs</h3>
Move beyond CTR. Include impression-based influence, AI snippet appearance, and search volume lift in your reporting.
<h3 id="ember85" class="">5. Collaborate with AI strategically</h3>
Use AI to scale insights, optimize campaigns, and streamline production—while keeping a human hand on brand voice and message integrity.
<hr class="" />
<h3 id="ember87" class="">Conclusion: AI Won’t Replace Search—But It Is Rewriting the Rules</h3>
The future of search is not about competing with AI. It’s about understanding how AI interprets, selects, and elevates content. Marketers who embrace this shift—rethinking visibility, trust, and performance—will be best placed to lead in this new era of intelligent discovery.
AI is not just a tool in the marketing stack. It’s now part of the journey. Are you showing up where it matters?
<hr class="" />
Sources
<ul>
<li>Search Engine Land (2025): <a class=" " tabindex="0" href="https://searchengineland.com/google-ads-plans-major-ai-push-in-2025-reshaping-search-marketing-450029" target="_self" data-test-app-aware-link="">Google Ads’ AI Push</a></li>
<li>Search Engine Land (2025): <a class=" " tabindex="0" href="https://searchengineland.com/google-links-ai-overviews-to-own-search-results-454239" target="_self" data-test-app-aware-link="">AI Overviews in SERP</a></li>
<li>Search Engine Land (2025): <a class=" " tabindex="0" href="https://searchengineland.com/google-quality-raters-content-ai-generated-454161" target="_self" data-test-app-aware-link="">Google Quality Raters &amp; AI Content</a></li>
<li>Forbes (2025): <a class=" " tabindex="0" href="https://www.forbes.com/sites/rogerdooley/2025/03/10/ai-search-results-more-trusted-than-ads-what-cmos-need-to-know/" target="_self" data-test-app-aware-link="">Why AI Answers Are Trusted Over Ads</a></li>
<li>Fortune (2025): <a class=" " tabindex="0" href="https://fortune.com/2025/03/18/ai-search-engines-confidently-wrong-citing-sources-columbia-study/" target="_self" data-test-app-aware-link="">Columbia Study on AI Accuracy</a></li>
<li>Similarweb: <a class=" " tabindex="0" href="https://support.similarweb.com/hc/en-us/articles/360006488277-Zero-Click-Searches" target="_self" data-test-app-aware-link="">Zero-Click Search Trends</a></li>
<li>Bain &amp; Co (2024): <a class=" " tabindex="0" href="https://www.bain.com/insights/goodbye-clicks-hello-ai-zero-click-search-redefines-marketing/" target="_self" data-test-app-aware-link="">Redefining Search Marketing</a></li>
<li>Entrepreneur (2025): <a class=" " tabindex="0" href="https://www.entrepreneur.com/growing-a-business/how-to-use-ai-for-seo-wins-in-2025/483012" target="_self" data-test-app-aware-link="">Using AI for SEO</a></li>
<li>GWI: <a class=" " tabindex="0" href="https://www.gwi.com/blog/ai-and-search" target="_self" data-test-app-aware-link="">AI and Search Behavior</a></li>
</ul>

The Rise of AI in Search Marketing: How Brand Visibility Is Being Rewritten in 2025 - The M Makers

https://secure.gravatar.com/avatar/17fabc338553e53b1664bec38914c37d70222a15e5077055019e767a3122505e?s=96&d=mm&r=g

JerryChua

At The M Makers, one of the most important shifts we’ve made in our culture journey is committing to “living at cause, not at the effect of things.” It’s not just a leadership philosophy. It’s a way of working we’ve intentionally embedded across the team.
Why? Because we began noticing a familiar pattern.
“I couldn’t complete the task because a few ad hoc items came in.”
&#8220;The task wasn’t reassigned back to me, so I wasn’t aware of the status.&#8221;
“I was overwhelmed and forgot to follow up.”
“You seemed busy, so I didn’t want to disturb you and tried to solve the problem on my own.”
These reasons are understandable, and often valid. But they also reveal something deeper. When we stay at the effect of our circumstances, we give up the opportunity to influence outcomes. We focus on what happened to us instead of asking what we could have done differently.
So we started making a habit of asking ourselves:
&#8220;What could I have done to prevent this from happening?&#8221;
That one question helped us stop circling around the same issues and start owning the role we each play in creating better results.
Since last year, we raised the bar. Whenever breakdowns happened like missed deadlines, misalignment, dropped balls, we didn’t just look at the task or the person. We looked inward, as a team, and asked:
<ul>
<li>What could I be responsible for here?</li>
<li>What action could I have taken to move this forward?</li>
<li>How did we, as a collective, allow this to happen?</li>
</ul>
It was confronting at first. People naturally get defensive. But over time, as trust grew, something powerful emerged: We stopped blaming and started building.
We built rapport, self-awareness, and a shared sense of accountability. We saw teammates proactively following up. We saw people taking initiative to ask for help early, to flag bottlenecks, to nudge others with empathy. What used to feel like small individual tasks became team wins just simply because we followed through on what we said we’d do.
Are we there yet? No. And we probably never will be because this is a mindset that will always be a work in progress.
But what matters is this: We’ve started. And we keep choosing every day to hold ourselves to the question:
&#8220;What could I have done differently?&#8221;
<hr class="reader-divider-block__horizontal-rule" />
<h3 id="ember71" class="ember-view reader-text-block__heading-3">For leaders who want to build a “living at cause” culture, here are some first steps:</h3>
Model it yourself
Own your misses in front of your team. People learn from what you do, not just what you say.
Ask better questions.
Instead of asking who’s at fault, ask what part of this we own and what we could have done to prevent it.
Make it safe to take ownership.
Responsibility only happens when there’s room to speak up without fear. Create space for honesty, not shame.
Reward the right behaviours.
Celebrate those who consistently follow through, check in with others, and move things forward.
Coach the language shift.
Help your team notice when they’re in “effect” mode.
From “I didn’t know how” to “I could have asked for help.”
From “I was waiting” to “I could have followed up.”
Keep it alive.
Treat this like a muscle. Check in regularly. Ask where we showed up at cause and where we let things slide.
Because when we live at cause as a team, we don’t just improve performance. We build trust, momentum, and the kind of culture that creates its own future.
#TheMMakers #Leadership #CultureShift #Accountability #AgencyLife #TeamPerformance #GrowthMindset #LivingAtCause #OrganizationalCulture #BusinessCoaching

Culture isn’t built by chance — it’s built by choice. - The M Makers

In today’s world of shifting values, global uncertainty, and changing expectations, speaking to ultra-high-net-worth individuals (UHNWIs) requires more than prestige. It takes clarity, empathy, and a deep understanding of what luxury really means.
At The M Makers, we’ve had the opportunity to work with some of the most iconic luxury brands across Singapore, Japan, Korea, Australia, and Southeast Asia. Through these experiences, we’ve come to understand that the definition of luxury is no longer just about exclusivity. It’s about intention.
<hr class="" />
<h2 id="ember54">What’s Changing in 2025</h2>
According to Knight Frank’s 2024 Wealth Report, the number of UHNWIs is projected to grow by 28 percent over the next five years, with Asia driving much of that growth. But that growth is unfolding alongside a few new realities:
<ul>
<li>Renewed tariff tensions and geopolitical shifts, such as ongoing trade friction between the US and China, are making affluent consumers more cautious.</li>
<li>Luxury stocks have shown signs of short-term volatility, even among long-standing market leaders.</li>
<li>Some consumers are pausing big purchases and reevaluating what truly matters.</li>
</ul>
Yes, wealth is growing. But so is the complexity of what motivates a luxury purchase.
<hr class="" />
<h2 id="ember58">What UHNWIs Value Now</h2>
Across recent studies and industry conversations, some clear patterns are emerging:
<ul>
<li>Time is their greatest luxury. Experiences that are seamless and thoughtfully curated carry more weight than overt displays of wealth.</li>
<li>Purpose matters. More than ever, buyers want to align with brands that reflect their own values — whether that’s legacy, sustainability, or innovation.</li>
<li>Privacy is preferred. Quiet luxury is taking the place of logo-heavy visibility. These consumers prefer brands that speak with subtlety and discretion.</li>
<li>Exclusivity needs meaning. It’s not just about access. It’s about access that feels personal and well-earned.</li>
</ul>
These individuals are highly connected but protective of their time and energy. Earning their attention requires patience, trust, and relevance.
<hr class="" />
<h2 id="ember62">Why Most Campaigns Miss the Mark</h2>
Traditional digital marketing doesn’t always resonate with this audience. Based on insights from The Luxury Strategy by Jean-Noël Kapferer and others in the space, the reasons are simple:
<ul>
<li>They are not moved by ads. They respond to purpose.</li>
<li>They don’t follow brands. They build relationships.</li>
<li>They don’t chase trends. They are intentional about what they invest in.</li>
</ul>
This is why many high-budget campaigns still miss the mark. If a brand doesn’t fully understand who they’re speaking to, it’s just another voice in an already crowded space.
<hr class="" />
<h2 id="ember66">What Brands Can Do Differently</h2>
If your brand wants to engage UHNWIs in a meaningful way, here are four core strategies to consider:
<ol>
<li>Go beyond personalisation. Speak to their lifestyle, preferences, and worldview. Not just their demographic.</li>
<li>Create deeper touchpoints. Use digital platforms to open the door, but offer high-touch, personal engagement wherever possible.</li>
<li>Make your message matter. The content you share should reflect timeless value and emotional connection, not just aesthetic appeal.</li>
<li>Choose your platforms wisely. Instead of blasting across every channel, focus on more intimate spaces—private messaging apps, curated communities, or premium placements.</li>
</ol>
<hr class="" />
<h2 id="ember69">How to Measure Impact</h2>
Standard metrics don’t always capture the full picture. For this segment, consider tracking:
<ul>
<li>Branded search volume and lift in HNW territories</li>
<li>Private referrals or word-of-mouth buzz</li>
<li>Engagement with premium CRM or invite-only content</li>
<li>Brand perception within closed, high-value circles</li>
</ul>
<hr class="" />
<h2 id="ember72">Looking Ahead</h2>
The brands that will stand out in today’s luxury landscape are not the loudest. They are the ones who understand when to speak, and when to simply be present.
The new code of luxury is not built around accumulation. It’s built around alignment. Not just recognition, but resonance. Not just reach, but relevance that feels earned.
If you’re speaking to the world’s top one percent, the question isn’t whether they’ll hear you. It’s whether what you say is worth their attention.
<hr class="" />
<h4 id="ember76">Sources and Further Reading:</h4>
<ul>
<li>Knight Frank Wealth Report 2024: <a class=" " tabindex="0" href="https://www.knightfrank.com/wealthreport" target="_self" data-test-app-aware-link="">https://www.knightfrank.com/wealthreport</a></li>
<li>CNA Luxury: <a class=" " tabindex="0" href="https://cnaluxury.channelnewsasia.com/obsessions/trump-trade-war-shatters-luxury-revival-2025-258191" target="_self" data-test-app-aware-link="">https://cnaluxury.channelnewsasia.com/obsessions/trump-trade-war-shatters-luxury-revival-2025-258191</a></li>
<li>Forbes: <a class=" " tabindex="0" href="https://www.forbes.com/sites/pamdanziger/2025/04/11/as-luxury-brands-brace-for-tariffs-affluent-consumers-hit-pause/" target="_self" data-test-app-aware-link="">https://www.forbes.com/sites/pamdanziger/2025/04/11/as-luxury-brands-brace-for-tariffs-affluent-consumers-hit-pause/</a></li>
<li>WSJ: <a class=" " tabindex="0" href="https://www.wsj.com/livecoverage/trump-tariffs-trade-war-stock-market-04-03-2025/card/luxury-stocks-take-tariff-lumps-heard-on-the-street-bw7iaAfnMvmbf2KxbAa9" target="_self" data-test-app-aware-link="">https://www.wsj.com/livecoverage/trump-tariffs-trade-war-stock-market-04-03-2025/card/luxury-stocks-take-tariff-lumps-heard-on-the-street-bw7iaAfnMvmbf2KxbAa9</a></li>
<li>McKinsey: <a class=" " tabindex="0" href="https://www.mckinsey.com/industries/retail/our-insights/state-of-luxury" target="_self" data-test-app-aware-link="">https://www.mckinsey.com/industries/retail/our-insights/state-of-luxury</a></li>
<li>Bain &amp; Co. Luxury Goods Worldwide Market Study</li>
<li>The Luxury Strategy, Jean-Noël Kapferer &amp; Vincent Bastien</li>
</ul>

The New Code of Luxury: Navigating the 2025 Market Amid Economic Headwinds - The M Makers

From <a class=" " tabindex="0" href="https://www.instagram.com/lilmiquela/" target="_self" data-test-app-aware-link="">Lil Miquela</a> in the US to Japan’s <a class=" " tabindex="0" href="https://www.instagram.com/imma.gram/" target="_self" data-test-app-aware-link="">Imma</a> and Singapore’s <a class=" " tabindex="0" href="https://www.instagram.com/here.is.rae/" target="_self" data-test-app-aware-link="">Rae</a>, virtual influencers have moved from novelty to mainstream marketing. However, beyond the headlines, what is driving this shift, and how should marketers in Southeast Asia, especially in Singapore, consider using them?
<h2 id="ember53">What is Fueling the Rise of Virtual Influencers?</h2>
Academic research and market analysis highlight several reasons:
<ul>
<li>Cost and control: Virtual influencers do not cancel at the last minute, fall into scandals, or need breaks. Brands have complete control over their look, message, and availability, which reduces risk and lowers costs over time.</li>
<li>Around-the-clock reach: With the advancement of AI, virtual creators can interact in real time across markets and time zones, delivering personalized engagement at scale.</li>
<li>Cultural adaptability: A virtual influencer can be tailored to reflect local values and styles, helping brands connect in diverse markets like Southeast Asia.</li>
<li>Curiosity and novelty: Gen Z and younger millennials, in particular, are drawn to virtual influencers because they tap into gaming, anime, and other digital cultures where the line between real and virtual is already blurred.</li>
</ul>
Studies like The Emergence of Virtual Influencers (Haenlein et al., 2020) show that audiences are increasingly open to engaging with virtual characters if they offer value, entertainment, or a sense of connection.
<h2 id="ember57">Are Virtual Influencers Effective?</h2>
It is more than just hype.
Research like Virtual Influencer Marketing: The Good, the Bad, and the Unreal (Siddiqui et al., 2023) shows that virtual influencers can generate engagement levels comparable to, and sometimes higher than, human influencers, especially when their stories feel authentic and aligned with the brand.
Three factors matter most:
<ul>
<li>Authenticity: Audiences want engaging and real content, not cold or overly commercial.</li>
<li>Brand fit: A virtual influencer must reflect the brand’s image and values. Mismatches can quickly break trust.</li>
<li>Transparency: Ethical concerns arise if audiences are not told they are interacting with a virtual persona.</li>
</ul>
<h2 id="ember62">Will Virtual Influencers Replace Human Influencers?</h2>
Not likely, at least not anytime soon.
As explored in Unmasking Consumer Switching Intentions to Virtual Influencers (Xiao et al., 2023), human influencers bring emotional depth, relatability, and lived experience that virtual influencers cannot fully match. The future will likely be a mix of both, where human and virtual creators complement each other.
<h2 id="ember65">How Should Brands in Southeast Asia Approach This?</h2>
For brands in Singapore and across Southeast Asia, here is a roadmap:
<h3 id="ember67">When to use virtual influencers:</h3>
<ul>
<li>To highlight innovation or reinforce tech-forward brand values</li>
<li>To reach younger, digital-first audiences</li>
<li>When consistency is needed across multiple regions</li>
</ul>
<h3 id="ember69">When to avoid relying on them:</h3>
<ul>
<li>When your brand centers on authenticity, local stories, or human connection (such as grassroots movements or artisanal products)</li>
<li>When your audience has limited familiarity with virtual or digital trends</li>
</ul>
<h2 id="ember71">How Brands Can Start Building Their Virtual Influencers</h2>
For brands ready to explore this space, here are a few starting points:
<ul>
<li>Define the persona: Begin with a clear purpose. What values and tone will the influencer represent?</li>
<li>Partner with experts: Work with experienced agencies or studios skilled in design, animation, and AI.</li>
<li>Create a story, not just a face: Strong virtual influencers have personalities and storylines, not just product placements.</li>
<li>Start small and test: Launch limited campaigns, gather feedback, and adjust.</li>
<li>Be transparent: Make it clear the influencer is virtual to maintain audience trust.</li>
</ul>
<h2 id="ember74">The Bigger Picture</h2>
Virtual influencers are not just a passing trend. They reflect the ongoing evolution of brand storytelling. Used wisely, they can open new creative and commercial opportunities, but they work best as part of a balanced strategy. They should enhance, not replace, the power of human connection.
<h4 id="ember76">Sources and Further Reading</h4>
<ul>
<li><a class=" " tabindex="0" href="https://medium.com/ai-frontiers/the-rise-of-virtual-influencers-are-they-replacing-real-humans-ac3783bcad65" target="_self" data-test-app-aware-link="">The Rise of Virtual Influencers: Are They Replacing Real Humans? — Medium</a></li>
<li><a class=" " tabindex="0" href="https://hashmeta.com/blog/future-of-ai-influencer-marketing-trends-and-predictions-for-2025-beyond/" target="_self" data-test-app-aware-link="">Future of AI Influencer Marketing: Trends and Predictions for 2025 &amp; Beyond — Hashmeta</a></li>
<li><a class=" " tabindex="0" href="https://fortune.com/2025/03/24/ai-avatars-clones-influencers-creator-economy/" target="_self" data-test-app-aware-link="">AI Avatars and the Creator Economy — Fortune</a></li>
<li><a class=" " tabindex="0" href="https://metricool.com/ai-virtual-influencers/#:~:text=Virtual%20Influencers%20in%202025%3A%20How,Are%20Changing%20Social%20Media%20Marketing" target="_self" data-test-app-aware-link="">Virtual Influencers in 2025: How AI Is Changing Social Media Marketing — Metricool</a></li>
<li>Haenlein, M., Libai, B., Wegner, T. (2020). The Emergence of Virtual Influencers.</li>
<li>Siddiqui, N., Woodside, A., Koles, B. (2023). Virtual Influencer Marketing: The Good, the Bad, and the Unreal.</li>
<li>Xiao, X., et al. (2023). Unmasking Consumer Switching Intentions to Virtual Influencers.</li>
<li>Virtual Influencers and Pro-environmental Causes, Academic Research, 2022.</li>
</ul>

Virtual Influencers: Passing Trend or the Future of Social Content? - The M Makers

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collaborate with us, or simply have a chat.

Feel free to reach out if you want to collaborate with us, or simply have a chat.

News

Virtual Influencers: Passing Trend or the Future of Social Content?

The New Code of Luxury: Navigating the 2025 Market Amid Economic Headwinds

Culture isn’t built by chance — it’s built by choice.

The Rise of AI in Search Marketing: How Brand Visibility Is Being Rewritten in 2025

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