As we dive into the transformative world of marketing technology, I’m thrilled to sit down with Aisha Amaira, a seasoned MarTech expert whose passion for integrating cutting-edge tools into marketing strategies has helped countless B2B businesses unlock deeper customer insights. With her extensive background in CRM marketing technology and customer data platforms, Aisha offers a unique perspective on how artificial intelligence is reshaping the landscape of B2B marketing and website management. In our conversation, we explore the evolving role of AI in driving website traffic and engagement, the seismic shifts in SEO and discovery, the challenges of measuring AI’s impact, and the critical importance of compliance and infrastructure in this fast-paced digital era. Let’s get started.
How has AI, particularly through tools like chatbots and language models, reshaped the way customers discover and engage with B2B websites?
AI has completely transformed the discovery and engagement process for B2B websites. Tools like chatbots and large language models are often the first point of contact for many buyers now. Instead of navigating through pages of content, customers can get instant answers to their questions via a chatbot, which streamlines their journey. I’ve seen businesses use AI to personalize interactions on-site, tailoring content or product recommendations based on user behavior. But it’s a double-edged sword—while engagement can deepen with the right AI implementation, there’s also a risk of losing traffic to AI tools that answer queries before a user even reaches the site. It’s pushed us to rethink how we position websites as not just destinations, but as part of a broader, AI-influenced ecosystem.
What impact have you observed on website traffic due to AI-driven search tools, and how have you adapted to any challenges that come with it?
I’ve definitely noticed a dip in traffic for some B2B sites as AI-driven search tools become go-to resources for quick answers. Buyers are asking complex questions on these platforms and often getting synthesized responses without ever clicking through to a website. In response, we’ve focused on creating content that’s not just informational but also experiential—think interactive tools or in-depth guides that can’t be easily replicated by a quick AI summary. We’ve also doubled down on branding within the content itself, so even if it’s pulled into an AI response, our name and value proposition stand out. It’s about adapting to where the audience is, rather than fighting the trend.
When it comes to website traffic, how do you define ‘quality’ over sheer volume, and why does it matter more in today’s landscape?
Quality of traffic, to me, means visitors who are genuinely aligned with your business goals—those who engage deeply, convert, or move further along the buying journey. Volume is just a vanity metric if those visitors bounce immediately or aren’t relevant to your offerings. In today’s AI-driven world, where traffic might be lower due to external tools answering queries, focusing on quality ensures that the users who do arrive are better informed and more likely to take action. I’ve seen companies shift their KPIs from raw visitor numbers to metrics like time on site or pages per session, which better reflect meaningful engagement.
Can you walk us through any specific SEO or content strategies you’ve used to recover traffic that might be lost to AI-driven discovery tools?
Absolutely. One approach that’s worked well is optimizing for what we call ‘answer-driven content.’ Since AI tools often pull snippets to respond to user queries, we’ve focused on creating concise, authoritative answers to common industry questions, structured with clear headings and data points that AI can easily parse. We’ve also integrated more multimedia—videos, infographics, and interactive elements—that encourage direct visits for a richer experience. Another tactic has been targeting long-tail, niche queries that AI might not fully address, driving traffic from buyers seeking very specific insights. It’s about being both AI-friendly and uniquely valuable.
How do you see AI changing the traditional rules of SEO for B2B brands, and what’s been the biggest shift in your approach?
AI has flipped SEO on its head for B2B brands. Traditional keyword stuffing or link-building tactics are becoming less effective as search evolves into something more conversational and intent-driven, thanks to AI. The biggest shift in my approach has been moving toward semantic search optimization—understanding the context and intent behind queries rather than just the words. We’re also focusing on building topical authority, creating clusters of content around core themes to signal expertise to both AI algorithms and users. It’s less about gaming the system and more about delivering genuine value that AI recognizes and prioritizes.
Have you experimented with Generative Engine Optimization (GEO) to adapt to AI-driven search, and what kind of results have you seen?
Yes, GEO has been a game-changer for some of the brands I’ve worked with. It’s about optimizing content specifically for AI models that generate responses, ensuring your insights are cited or featured. We’ve focused on structured data, clear formatting, and authoritative language to increase the chances of being pulled into AI-generated answers. The results have been promising—after implementing GEO strategies, one client saw a noticeable uptick in referral traffic from AI tools within a few months. It’s not a complete fix for lost traffic, but it helps maintain visibility in a space where traditional search clicks are declining.
What challenges have you encountered when trying to measure AI’s impact on website traffic and engagement compared to traditional analytics?
Measuring AI’s impact is tricky because most traditional analytics tools aren’t built to capture it directly. For instance, if a user gets an answer from an AI tool and never visits your site, that interaction is invisible to standard web analytics. Even when traffic does come through, distinguishing whether it was influenced by AI discovery versus organic search is a gray area. We’ve had to rely on indirect indicators, like shifts in referral sources or changes in user behavior patterns, to infer AI’s role. It’s a gap in the current toolkit that makes precise measurement frustratingly elusive.
With regulations like GDPR shaping the digital landscape, how have privacy and compliance concerns influenced your decisions around AI integration and infrastructure?
Privacy regulations like GDPR have been a major driver in how we approach AI integration. We’ve had to be incredibly deliberate about data collection and storage, especially when using AI tools for personalization or customer insights. This has influenced decisions on hosting providers and platforms, prioritizing those with strong compliance frameworks and data sovereignty options. For instance, ensuring data stays within specific geographic boundaries to meet regulatory requirements has become a key factor. It’s also meant investing in robust consent mechanisms and transparency practices to maintain trust while leveraging AI’s capabilities.
How do you ensure data security and compliance when rolling out AI tools in your marketing operations?
Data security and compliance start with a thorough vetting process for any AI tool we adopt. We look at the vendor’s security certifications, data handling policies, and track record on privacy. Internally, we’ve established strict governance frameworks—think regular audits, data encryption, and access controls—to protect sensitive information. Training teams on compliance best practices is also critical, as human error can be a weak link. Ultimately, it’s about creating a culture of accountability where every AI deployment is evaluated not just for performance, but for its alignment with legal and ethical standards.
Looking ahead, what is your forecast for the role of AI in shaping the future of B2B marketing and website management?
I believe AI will become even more integral to B2B marketing, evolving from a tool for automation to a core strategic partner. We’ll see deeper integration in personalizing buyer journeys, predicting needs, and optimizing content in real-time. For website management, AI will likely drive hyper-personalized experiences, where sites dynamically adapt to each visitor’s intent. However, the challenge will be balancing this with privacy concerns and maintaining a human touch, especially in complex B2B sales cycles. My forecast is that the brands that succeed will be those who use AI thoughtfully—enhancing, not replacing, the human elements of trust and relationship-building.