MasterClass EP27: Turn Partner Marketing Into Your AI Search Advantage

As AI transforms how buyers discover and trust brands, visibility in AI-driven search has become the new competitive edge. In this episode, Impartner’s Trevor Burnett sat down with Trent Mortensen, VP of Partnerships at 97th Floor, to explore how performance marketing and partner marketing are converging to redefine SEO.

Together, they unpack how partner ecosystems can become one of your most powerful levers for AI search visibility through shared audience insights, co-marketing data, partner-powered reach, and brand-consistent backlinks across your ecosystem.

Mortensen revealed how leading brands are adapting to the rise of zero-click searches, consolidating content for clearer brand signals, and using partner sites to amplify authority in AI search. The big takeaway: in the age of AI, your ecosystem may be your strongest SEO advantage.