The Next Marketing Stack Layer: Why Brands Need a Search Engineering Function by Senthil Kumar Hariram

Date: 14th October 2025, 10:00 AM

Location: Mumbai

Marketing stacks are evolving rapidly, and a new layer is emerging as critical for modern brands to stay discoverable in an AI-driven ecosystem. In an authored article for Customer Engagement, Senthil Kumar Hariram, Founder and MD, FTA Global, explains why search engineering is becoming an essential function within the marketing stack.

The article outlines that traditional marketing functions such as SEO, content, and performance are no longer sufficient when operating in isolation. With the rise of AI and LLM-driven discovery systems, brands need a more structured and integrated approach to ensure their information is accurately interpreted and surfaced.

Senthil highlights that search engineering focuses on organising content, establishing relationships between data points, and aligning information with context and intent. This enables brands to move beyond ranking-based visibility and become part of AI-generated answers and recommendations.

Another key insight is the importance of clarity and consistency across all digital touchpoints. As AI systems prioritise structured and reliable information, brands must ensure their content ecosystem reflects authority and coherence.

Read the full article here: Link