De:brief kicks off with Enricko Lukman on content that works in AI search SLUG: debrief-ai-search-with-enricko-lukman.

The way people search is shifting faster than most content plans can keep up with, and the marketers who stay ahead tend to be the ones actually comparing notes on what still works. Content about AI search is everywhere now, but a lot of it recycles the same surface-level takes without anyone sitting down to explain how the mechanics really play out. De:brief was built to close that gap, one long-form conversation at a time.

De:brief is a new interview series built for substantive conversations about modern search and content marketing, made for marketers, founders, and content teams who want more than headlines. It's produced by the StoryMint team, and we're featuring it on the Search Agency blog because the first episode covers the exact problem we spend our days on, how brands stay visible when an AI assistant is the one answering the question.

Why this conversation lands now

For most of the last twenty years, being found meant ranking on a page of links and earning the click, and that's still part of the picture. What's changed is that a growing share of research now ends inside an answer a model writes for you, whether that's a Google AI Overview sitting above the results or a full reply from ChatGPT, Gemini, or Perplexity. When the answer comes pre-assembled, the assistant has already decided which brands to name and which sources to trust, and plenty of solid content never makes it into that moment. That rewrites a lot of basic assumptions about how content earns attention, and most teams are still working from a playbook written for the older version of search. A conversation like this one helps because it treats the change as something to work with rather than panic about, which is a calmer and more useful starting point than most of what's circulating right now.

Episode one, Enricko Lukman on AI search

The opening episode brings on Enricko Lukman from Content Collision, hosted by Miftahul Khoir, to talk through what content strategy actually looks like once AI sits between your audience and your website. Enricko has spent years on the content side of search, so the discussion stays close to the work, more about what to change on Monday than where the industry might be in five years.

A few threads run through the conversation. How to spot the content opportunities that matter in AI search, how to build a strategy that keeps holding up as these tools change from month to month, and how to stay present in the places your audience is actually searching. None of it is dressed up in jargon, which is part of why it's an easy watch to pass along to the rest of your team.

The format gives the ideas room to breathe. These are unhurried, long-form talks rather than clipped soundbites, so a point gets followed all the way through instead of stopping at its headline version. That's uncommon in a space where most of the commentary fits inside a single post, and it's what makes an episode like this one hold up to a second viewing when you're ready to act on it.

What you'll take from it

If you make content decisions for a brand, the practical payoff is a clearer sense of where to focus. You come away better able to judge which pages are pulling their weight in an AI-mediated search world and which are just filling a calendar.

That clarity has a way of redirecting effort. A quarter that might have gone into ten more thin articles can instead go into the handful of pages an assistant would actually reach for.

It's also a useful watch if you're the one explaining these changes to a team or a leadership group that still pictures search as ten blue links. Hearing someone lay it out in plain terms makes it much easier to bring everyone else along.

Watch episode one

Episode one premieres on August 28, 2026, and you can watch it on YouTube. If you've been meaning to get a real handle on AI search rather than react to it, this is a good place to start.

And if it leaves you wondering what the shift means for your own brand's visibility in AI answers, that's the work we do every day. Helping companies get named and cited inside those answers is the heart of our AI Search practice.