Australian performance agency Bonfire has hosted its Multiplier event in Melbourne, as the Perth agency expands its national footprint, bringing together 100 marketers to discuss what the future looks like as AI radically transforms search and unveiling the seven most costly mistakes agencies make in the AI search era.
The Multiplier event, held this week at Google Melbourne’s offices, featured special guests from Google, including Arun Muthu, Google’s Head of Agency & Ecosystems ANZ, alongside Bonfire’s senior strategist, Evan Dela-Grammaticas and Performance Strategy Lead, Brodie McMaster to educate guests on AI search and the seven deadly sins of agencies.
The panel explored how AI is rapidly transforming search, changing how consumers discover brands, research products and make purchasing decisions. While the technology is advancing quickly, many organisations are still developing the strategies and capabilities to keep pace, creating a gap between AI’s potential and its application in marketing.
The discussion examined how brands can become more visible in AI-powered search by creating distinctive, useful content, delivering a strong website experience and prioritising customer needs over attempts to game algorithms. Speakers also highlighted the importance of measuring meaningful business outcomes as AI accelerates the journey from discovery to purchase.
Bonfire’s GM of strategy Alex Gavalas said: “Multiplier brought together 100 business leaders and senior marketers, including clients and new faces, at Google’s Melbourne office to explore what changes in AI and search mean for their businesses.
“Arun’s observation that ‘AI moves in dog years’ captured the pace of change, while Brodie gave attendees practical actions they could take immediately. Her message to keep asking questions, challenge assumptions and look beyond the first answer was particularly valuable.
“That’s what Multiplier is about: helping businesses understand what’s changing and what to do next. Thank you to Lauren, Arun and the Google team for hosting us, and to Evan, Lovisa and the broader Bonfire team for bringing it all together.”
Bonfire’s McMaster also noted the seven deadly sins – or expensive mistakes – agencies make in the new AI search environment. These included not worshipping your own brand language, confusing cheap leads with good business as they often result in the most expensive sale and not falling for a flattering dashboard that may disguise real business growth.
