Along with the growing popularity of artificial intelligence chatbots, such as Chatgpt or Claude, advertising and technological companies are beginning to notice new possibilities in the area of positioning. New software allows brands to monitor how often they appear in the results generated by AI, which becomes crucial for marketing strategies. The changing way of searching for information by users is a challenge for traditional search engines such as Google.
Advertising groups and technological start -ups are intensively working on ways to increase the visibility of brands in chatbots based on artificial intelligence, which means the beginning of the new SEO (Search Engine Optimization – optimization for search engines).
Companies such as Profound and Brandtech have developed monitoring software that check how often brands appear in the results of AI services, such as OPENAI CHATGPT, Claude Anthropic and in the function of overviews from Google.
FinTech Ramp, a portal with Indeed work offers or the manufacturer of Scotch whiskey Chivas Brothers belonging to Pernod Ricard has already implemented this software. These companies are counting on reaching millions of users who are increasingly using generative AI products as a new way to search for information on the Internet – changes that in the long run can threaten the main business of Google.
“It's much more than just indexing the site in the results. It's about recognizing large language models as final influencers,” said Jack Smyth, a partner in the Brandtech marketing technology group, which created its own brand interface.
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New tools can anticipate the attitude of AI models to brands by giving a series of text commands to chatbots and analysis of results. Thanks to this, brand rankings are created, on the basis of which agencies advise on how to increase the chances of being mentioned by AI models.
These activities take place at a time when advertisers are under pressure from the growing use of AI in the creation and targeting of ads. Meta and Google develop self -service tools for conducting advertising campaigns directly by brands, which potentially threatens the role of agencies and media houses.
Some agencies see a chance to offer new services, because AI is becoming more and more common, and traditional SEO loses its importance.
Studies of the advisory company BAIN showed that 80% of consumers currently use the results created by AI at at least 40% of their searches, which reduced organic traffic on the network by up to 25%. About 60% of searches are now ending without clicking on the link to another website.
On April 24, the company Alphabet, the owner of Google, announced that its main business related to the search engine and advertising increased in the first quarter of the year by almost 10%, reaching $ 50.7 billion.
Google versus competition. How the growing popularity of chatbots affects the search market
Good financial results have calmed down investors who were afraid of the growing popularity of competitive AI chatbots, such as Grok Elon Musk. At the same time, investors remain vigilant, looking for signals or answers generated by their own Google Chatbot – Gemini – and summaries created by artificial intelligence do not weaken the search engine, reducing the number of clicks on advertising.
Despite this, agencies are in a hurry to help corporate clients, trying to appear in the results generated by AI services.
Brandtech has created the product “Share of Model”, which offers brands similar analyzes and recommendations regarding the adjustment of the content of websites and graphic resources to better respond to the needs of AI search.
The Profound company, which in August, collected $ 3.5 million dollars of seeds under the leadership of Khosl Ventures, offers an analytical platform enabling brands to track popular queries related to their industry and analyze their visibility in AI searches.
“Traditional search was one of the largest monopolies in the history of the Internet. And for the first time it looks like the castle walls are starting to crack. It's like a transition from CDs to streaming,” said James Cadwallader, co -founder of Profound.
The software requires understanding of how individual AI models present brands. Chatgpt, for example, uses traditional search on the web, and then evaluates various sources for the most accurate information for the user, taking into account the credibility and authority of the site.
Chatgpt and Perplexity redefine queries effectiveness
Adam Fry, a search leader in chatgpt, said that users are becoming more precise and demanding in their questions, e.g. “Find a quiet restaurant for a five -person family in New York” instead of “Restaurants in New York”. “The novelty is that an additional layer of intelligence of models such as chatgpt appears over traditional search,” added Fry.
Meanwhile, perplexity, a search engine based on AI, is currently testing sponsored questions as suggested actions after user queries.
“Large language models understand more content and can be more precise. They can find contradictions or detect whether the information is misleading, so the process is much more accurate than browsing links. As a result, it is much more difficult to use traditional SEO techniques, because the only effective strategy is to be really important and creating valuable content,” said Denis Yarats, co -founded by “Financial Times” Perplexity.
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