Measuring When AI Assistants And Search Engines Disagree
As AI assistants shape how information is retrieved, hybrid search becomes the key to ensuring your content remains part of the conversation.
Duane Forrester
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Duane Forrester is the Founder and CEO of UnboundAnswers.com, a consultancy helping businesses adapt to the realities of AI-powered search and digital discovery. With over 25 years in digital marketing, Duane has shaped strategy at the intersection of SEO, content, paid media, and emerging AI systems.
Before founding UnboundAnswers, he was VP of Industry Insights at Yext, and previously VP of Operations at Bruce Clay Inc., where he led teams across organic search, paid media, content, and UX. Earlier, at Microsoft, Duane ran SEO for MSN and later led Bing’s global Webmaster Program—an initiative designed to help businesses of all sizes, from startups to Fortune 50 enterprises, succeed in search. Also while at Microsoft, he was part of the team that launched Schema.org.
He’s also a mentor at Mucker Capital, a frequent keynote speaker, and the author of Turn Clicks Into Customers and How To Make Money With Your Blog. Today, his focus is on the seismic shifts reshaping digital marketing—especially how AI intermediaries are transforming the way content is discovered, ranked, and trusted.
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