INSIGHTS: 🔎 The AI Search Paradox, How To Create Curiosity Hooks, and CPG Houston's Happy Hour Spotlight

From human to AI and the threads between, glimpse into brand strategy, tech, and opportunity in the marketing scene. This is your window seat from 30,000 feet.

Author

culture pilot
August 07, 2025

AI Is Eating The Internet.

And it never has too many open tabs.

BRAND SIGNAL

AI Web Browsers are showing up.
AI Search has more than doubled.
Website Traffic is dropping.

Welcome to the AI Search Paradox.

In this new search landscape, here’s what we’re seeing:

  • Summaries favor simplicity. But oversimplified content can leave traffic on the cutting room floor.

  • Keyword stuffing is becoming irrelevant. The need for good content never goes away. We have to provide more value to serve and engage viewers.

  • Answers are instant, but curiosity drives clicks. If content only answers the surface-level question, it won’t be enough. We have to learn how to serve curiosity.

Why it matters?

We have to create the type of content that’s worth more than just a summary.

If a website is built to answer basic questions, traffic can still shrink. But if content sparks curiosity, invites nuance, or builds trust, it’s a step toward deeper engagement.

FROM THE FIELD

We had a packed house at the CPG Houston Happy Hour this past month with our first spotlight guest, Lisa Pounds, CEO of Sunrise Organics & Naturals.

She touched on her journey from leading and existing startups to years of consulting and how it’s impacted her current role.

A big thank you to Lisa for sharing candid lessons from the Health & Wellness CPG world and helping us walk away with insights, laughs, and more ideas.

What’s next? 
Sign up and join us in August.

GO TIME

Check Your Unique Curiosity Hooks.

Pick one important page from your website and ask:

Does it…

1) answer a curious question
AND
2) bring a unique perspective to the table?

Now more than ever, we need to answer YES to BOTH.

The goal is to recognize what people care about and why our answer matters.

YOUR TAKEAWAY

Curiosity builds trust faster than confidence.

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