Consumers, AI and the power of connection
It’s time to talk seriously about the impact of AI on external marketing strategies. Yes, AI can make marketing more efficient, but if your consumers are moving in a new direction, all the internal cost-savings in the world won’t matter if you can’t meet them where they are.
Case in point: If you market cleaning products, you should be Bar Keepers Friend, the only brand name that showed up when I asked ChatGPT to recommend a gentle cleanser for a stainless steel sink.
💡Traditional search and AI search aren't an either-or. They're a yes-and.
👍🏻YES many people are still using traditional search, and will continue to do so.
👍🏻👍🏻AND some people are using AI engines to get information and to answer common queries.
It was terrific to collaborate once again with some colleagues from my Industry Standard days (hi John Battelle and Stacey Foreman!) for a column about this exact topic in the latest edition of P&G Signal.
In it, I break down why it's important for brands to be present in AI answers and how to prepare.
BrandRank.AI is one company that can help companies understand how they show up in AI search, where the vulnerabilities are, and how they can improve their presence in AI. This isn't an ad -- I am a legitimate fan of what BrandRank is up to (and Pete Blackshaw is another longtime industry friend).
You can read the full column here.
