In a recent LinkedIn post, Ross Simmonds shares his perspective on the rapid advancements in artificial intelligence and their profound impact on the marketing landscape. Simmonds uses the significant $96 million funding announcement by Profound, a company he has worked with, as a springboard to discuss the seismic shifts occurring in the industry.
He draws a parallel between the current AI transformation and the early days of social media, recalling a moment in his university library where the potential of platforms like Facebook became undeniably clear. This historical parallel serves to emphasize the lasting and transformative nature of the technological changes we are witnessing today.
“This is absolutely a special time in the marketing world… It’s reminiscent for me of the moment I walked into my university library and saw everyone playing Facebook’s Jetman (iykyk) and it clicked for me: This social media thing is going to last…. It did…. And it changed everything.”
The Imperative to Adapt in the Age of AI
Simmonds stresses that adapting to these changes is no longer optional, but a necessity for professionals across various roles. “Not just marketers though. Entrepreneurs. CIOs. CTOs. Strategists. AMs. Everyone… We’re all being impacted by AI and need to accept it,” he writes.
He expresses enthusiasm for the opportunities AI presents to marketers who are willing to embrace new technologies and evolving market dynamics. According to Simmonds, the key lies in a proactive approach:
Embracing Technology and Audience Research
Simmonds outlines a strategic framework for marketers navigating this new era. He reiterates a core message from a previous presentation at the Zero Click NYC summit, emphasizing a multi-faceted approach:
- Obsessive audience research
- Creating exceptionally valuable content
- Strategic content distribution across relevant channels (for both LLMs and buyers)
- Optimization for various search engines and conversion points (SEO, CRO, AEO, etc.)
As Ross Simmonds notes, the fundamental ways in which customers discover products and information are being reshaped by AI and changing consumer behaviors. This shift impacts not only how consumers shop but also how businesses find partners and how content is consumed.
“The reality is: The way customers shop is changing. The way we discover content is changing. The way businesses discover partners is changing.”
Leveraging AI for Client Success
Simmonds shares how his team at Foundation is utilizing tools like Profound to achieve significant results for clients. He highlights specific use cases, such as enhancing client visibility on platforms like Reddit through authentic engagement and developing YouTube strategies that cater to both brand building and AI-driven discovery.
“Our team at Foundation has been using Profound to unlock ridiculous insights for clients that are driving massive returns… Whether it’s helping clients generate more citations in Reddit through authentic & strategic dialog or helping clients build YouTube strategies that are rooted in both brand & LLM visibility… The shift is here.”
He concludes with a stark warning for brands that hesitate to adopt these advancements. According to Simmonds, the businesses that fail to adapt quickly will find themselves questioning their strategy in the near future.
“Smart brands are making the investment. The others will be asking themselves in 2029 where it all went wrong… Well. This is where. It went wrong by not moving fast enough.”
Simmonds ends by congratulating the Profound team again and expressing anticipation for the future evolution of the marketing technology landscape.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on February 25, 2026 | View original post on LinkedIn →