I’ve noticed a big shift in how I search online over the past year—and it turns out, I’m not alone. A whopping 22% of all searches are now powered by AI assistants like Perplexity or ChatGPT, and this trend is only picking up steam in 2025.

Here’s what’s happening: AI assistants are becoming smarter, and we’re relying on them more than ever to fetch information.

What does this all mean? The more we interact with these tools, the better they get at mimicking our preferences and habits. In simple terms, we’re all cultivating our very own digital twins—welcome to Dual Marketing.

Dual Marketing Explained: 

It’s not just about reaching human customers; it’s about engaging their digital echoes too. This requires us to develop marketing strategies that resonate on both an emotional and algorithmic level. Sounds deep right!!

Here’s a Little Insight: 

While it’s easy to proclaim ‘the future is now,’ let’s frame it this way—things are changing quicker than many of us thought. We’re not just seeing a change in the tools we use or the channels we frequent; this is a big shift in how we understand customer interactions.

Implications: 

As digital twins gain traction, they’re going to play a bigger role in shaping buying behaviours and brand relationships. Our marketing strategies need to become sharper, more data-savvy, yet more genuinely human than ever before. How are we going to adapt our approach to meet these dual demands?

What can you do now: 

Kick off chats with your team and agencies about gearing up for the dual marketing shift—we may not have all the answers yet, but we need to start asking the questions.