In this episode of the Pump and Funnel Marketing Show, David speaks with Garrett Sussman, Director of Marketing at iPullRank, about hyper-personalisation in AI search. Garrett explains how AI search engines now generate unique answers for each user based on implicit context (Gmail, search history, location) and explicit context (specific query details), making traditional keyword targeting obsolete.

Garrett shares real examples: Google Personal Intelligence pulling hoodie purchase data from Gmail to make recommendations, and a study showing LLMs recommend different banks based on persona attributes. His advice: create persona-specific content, test using "search twins" (Gmail accounts populated with ideal customer interests), and track trends over time rather than chasing deterministic rankings.

CHAPTERS

[00:00] - Marketing to an audience of one

[02:01] - What is hyper-personalisation?

[05:48] - Why generic keywords are finished

[07:08] - LLMs already recommend based on personas

[10:43] - How Google Personal Intelligence works

[13:39] - Real test: AI reading Gmail to recommend hoodies

[16:05] - Measuring AI visibility (it's messy)

[18:03] - What Garrett wishes he'd done differently

[20:18] - Whisper Flow for AI-assisted dictation

[22:50] - Marketers to follow: Amanda Natividad and Angela Skane

[24:11] - Create "search twins" to test AI search results

Find more episodes and resources at https://pumpandfunnel.com.