PROGRAM

MC-7 Winning in a Zero-Click World

The Essence of Zero-Click and the Future of Content Strategy

AI comes to read. But AI doesn't subscribe, doesn't buy shoes, and doesn't open bank accounts.

Zero-click is not simply a decline in search traffic.
It signals a shift: the one who reads content and the one who chooses, decides, and buys are beginning to separate. So should content be created for AI, or for people?
Will optimizing for AI actually deliver results?
And in that world, what kind of content sustains a brand?

In this session, three speakers from a media company that produces primary information, a financial institution that develops and offers its own AI agent, and a sports brand chosen for the experiences it creates will draw on their own practice to reconsider the essence of zero-click and discuss content strategy for what comes next.

[Key Takeaways]

1. A perspective that distinguishes being read by AI from being chosen by people, and a way of thinking about how to design the connection between the two
2. How to identify the value only your company can offer, before you start on any AI-focused measures
3. How to map out your next move, building on what you are doing today and extending beyond content itself

• Moderator

  

  Hirokazu Kai

  Unified Service, Inc.

  Marketing

  

• 

  Mayu Daigo

  Nikkei Inc.

  Producer Product Development & Ad Operations Department Solutions Design Unit, Media & Business Solutions

  

• 

  Yoshiki Tamura

  DOCOMO SMTB Net Bank, Inc.

  CX Marketing Strategy Dept.

  

• 

  Takeshi Suzuki

  New Balance Japan, Inc.

  Director of Marketing