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Advertising groups and technological start-ups have run to find ways to help brands increase their probability of surfaceing in the results of artificial intelligence chatbots, marking a new era of “optimization of search engines”.
Companies such as Defound and Brandtech have developed software to monitor the frequency to which brands have been surfaced by services supplied by AI such as OPENAI, anthropic and overview of Google's overview.
Brands such as Fintech Ramp, the job search site indeed and the Scottish whiskey manufacturer belonging to Pernod Ricard adopted the software. They hope to reach millions of users who regularly use generative AI products as a new method for looking for online information – a change that represents a long -term threat to Google's main activities.
“It is much more than indexing your website in their results. It is a question of recognizing the models of large languages as the ultimate influencer, “said Jack Smyth, associated with Marketing Technology Group Brandtech, who created his own interface for brands.
These new tools are able to predict the feeling of an AI model towards companies by nourishing a series of text prompts to chatbots and analyzing the results. The technology is then used to create a brand classification, allowing agencies to advise the best way to ensure that they are mentioned by the models.
The movements come as advertisers face the pressure of the growing use of AI to create and target their marketing. Meta and Google have developed self-service tools to carry out advertising campaigns directly at brands, in a potential threat to the work of media agencies and buyers.
Some agencies reject the opportunity to offer new services to brands as AI becomes more widespread and the so -called search engines becomes less relevant.
The search for consultancy bath has revealed that 80% of consumers are now based on IA written results for at least 40% of their research, reducing organic web traffic up to 25%. About 60% of research ends now without users clicking another website, has revealed their research.
However, Thursday, the mother company of Google Alphabet announcement His research and main advertising company increased by almost 10% to $ 50.7 billion in the first quarter of the year.
Solid results ensured investors concerned about the growing rival popularity of IA chatbots such as Elon Musk's Grok, while alert for evidence that the responses of the Google Gemini Chatbot and IA summaries are cannibalisation of its research activity by reducing the number of clicks of users on advertisements.
However, agencies run to help companies of companies trying to appear in the results generated by AI services.
BrandTech has created a “share of the model” product that charges brands to see similar analyzes and offers advice on adjusting text and image assets to better serve IA search.
Defound, who collected $ 3.5 million in seed financing in August, led by Khosla Ventures, offers a data analysis platform that allows brands to follow common requests related to their industry and understand their performances in IA research.
“Traditional research was one of the largest monopolies in the history of the Internet,” said James Cadwallader, co-founder of Defound. “And for the first time, it feels like the walls of the castle break. It is a CDS at the time of streaming ”.
Software requires an understanding of how individual models surf its marks. Chatgpt, for example, uses a traditional web search, then assesses the different sources for the most relevant information for the user, including the assessment of the credibility and the authority of the website.
Adam Fry, leader in OpenAi's Chatgpt research, said users are more nuanced and precise in the questions they ask, like “can you find a calm restaurant for a family of five in New York”, instead of “restaurants in New York”.
“The really new thing here is that you have a layer of chatgpt model, a layer of intelligence above traditional research,” said Fry.
Meanwhile, Perplexity, a search engine based on AI, currently pilot sponsored “Questions” as a suggested follow -up after a user request.
“LLMs include more content and can be more nuanced. They can find contradictions or find if the information is misleading … It is therefore a much more in-depth process than revising links, “said Denis Yarats, co-founder of Perplexity. “It is much more difficult to be a target of SEO because the only type of real strategy is to be as relevant as possible and to provide good content.”
Visualization of data by Janina Conboye
