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In this new episode of Brandmakers, recorded in Cannes, we catch Semrush’s brand and creative lead Ben Kendall at the exact moment everyone is freaking out about AI search.
Every few years, marketing finds itself staring down another “end of days” moment – the death of cookies, the rise of performance marketing, the never‑ending argument over whether brand building even works – and Ben’s take is refreshingly simple: treat disruption as you would any other creative brief.
From handing out free cans on university campuses to repositioning Semrush from an SEO tool to a brand visibility platform, the former Red Bull and Airbnb marketer argues that the fundamentals haven’t changed. Strong brands still start from within: a culture that encourages “crazy” ideas and teams who genuinely believe in the story they’re telling. At Semrush that story now centres on visibility in an AI‑shaped world.
Ben also pushes back on the idea that AI‑powered discovery makes creativity and visuals less important. After all, it will always be humans who emotionally respond to striking ideas and distinctive campaigns.
To find out more, check out the first episode in our three-part Brandmakers Summer Series, recorded live at Cannes Lions and hosted by Hannah Bowler.
For more interviews with the brand marketers behind some of the world's most innovative brands, check out the full Brandmakers series.
