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Humans of AI: Presented by WRITER
Humans of AI: Presented by WRITER

When the Funnel Collapses: Rebuilding Marketing with AI Agents | Christian Wescott

20 May 2026 19:12 WRITER

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About this episode

For decades, the inbound marketing playbook was clear: create content, rank on search engines, and capture leads. But what happens when that machine breaks?

In this episode of Humans of AI, hosts Alaura Weaver and WRITER CMO Diego Lomanto sit down with Christian Wescott, a search industry veteran who watched the traditional top-of-funnel collapse as AI search engines changed how buyers find information. Instead of denying the shift, Christian reframed his entire role.

We explore the messy, uncomfortable, and necessary process of tearing down your own expertise to build something new. Christian shares how he moved past the fear of obsolescence to build AI agents that eliminated 95% of his team's operational friction, saving 80 hours a month on QA alone. More importantly, he reveals how he's pioneering new ways to measure and capture "AI visibility" in a world where traditional attribution is getting cloudier.

If you're a marketing leader trying to figure out how to adapt your team's workflows for the AI era, this episode offers a pragmatic, optimistic look at what's possible when you stop improving the past and start inventing the future.

Listen to discover:

  • Why the shift from search to AI is a move from productivity to differentiation.
  • How to identify the "cluttered pantry" workflows in your team that are ripe for AI automation.
  • The reality of building AI agents: why false positives and iteration are part of the process.
  • How to measure success when traditional attribution models no longer tell the whole story.
  • The "Monday Morning Action" you can take to start transforming your team's work today.

Watch the full unedited conversation on YouTube

Read the recap blog post

Subscribe to Humans of AI for more stories from people navigating the intersection of business and artificial intelligence.

Watch the full video interview on the WRITER YouTube channel for bonus content and deeper insights.

Learn more about WRITER at writer.com. 

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