Why APAC Agencies Are Racing to Build AI Search Expertise
APAC marketing agencies are restructuring around AI capabilities as search transforms. Edge Marketing's appointment of Luke Gosha signals how agencies are converting AI complexity into revenue oppo...
Gold Coast-based Edge Marketing appointed internationally recognized AI and SEO specialist Luke Gosha as Head of Search & AI Strategy on February 16, 2026, marking a strategic investment as artificial intelligence reshapes brand discovery across search engines and large language models.
Senior Leadership Role Signals Commercial Opportunity
Gosha joins Edge from London-based agency StrategiQ, where he led search and AI teams for clients including loveholidays and Trade Me. With over a decade of international experience, he will report directly to CEO Rohan Dwyer from Edge's Burleigh Heads headquarters.
The newly created executive position focuses on three core responsibilities: translating global best practices into revenue-driving outcomes for Australian brands, identifying emerging growth opportunities in AI-led search, and mentoring Edge's senior search specialists.
"AI-driven search represents one of the most significant commercial opportunities the industry has seen in decades," Dwyer said. "Luke brings that experience, along with the ability to translate it into practical, measurable outcomes for Australian clients."
Dwyer emphasized Gosha's London background provides frameworks tested in highly competitive markets where AI-led search strategies have advanced further commercially than in Australian markets. "Luke stood out immediately for his growth mindset. He understands how to convert complexity into opportunity, and that capability will be invaluable for our clients as search continues to evolve," Dwyer added.
APAC Agencies Restructure Around AI Capabilities
Edge's appointment reflects broader transformation across Asia-Pacific marketing agencies, where AI is transitioning from experimental technology to core operational infrastructure. However, only 30% of APAC agencies have fully integrated AI across campaign lifecycles, positioning Edge among early movers in a market still addressing data quality and fragmentation challenges.
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Major agency networks are making parallel moves. WPP Media under CEO Arshan Saha in Singapore and Malaysia has positioned AI as the operating system for media planning and predictive analytics, shifting from manual workflows to automated optimization while upskilling talent for strategic oversight.
Thailand has emerged as a specialized hub for AI-driven search expertise. ANGA under CEO Rachavit Whangpatanathon serves 300+ brands through AI-first SEO optimized for Google AI Overviews, Gemini, ChatGPT, and Perplexity. IBEX Bangkok maintains 93% client retention through AI SEO audits and ROI-focused growth strategies.
Industry Investment Reaches Critical Mass
The scale of investment in AI leadership demonstrates industry commitment to the technology shift. Publicis Groupe allocated €300 million to its CoreAI platform for personalized content generation and real-time optimization across APAC operations.
Industry forecasts identify 2025 through 2026 as a tipping point for predictive models in APAC marketing agencies. The emphasis on upskilling talent for strategic oversight rather than replacement suggests agencies are structuring AI leadership to augment human capabilities while automating routine tasks like reporting and media planning.
Gosha expressed enthusiasm about bringing proven global expertise to the Australian market. "Having been involved in search marketing for well over a decade, I've helped many brands navigate the changing nature of search," he said, noting his focus on working with teams committed to long-term client outcomes rather than just efficiency gains.
The appointment takes effect immediately, with Gosha based at Edge's Gold Coast headquarters.
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