The rise of large language models like ChatGPT is transforming how consumers shop, prompting changes in digital marketing practices. Experts note that generative AI impacts user behavior and necessitates a shift from traditional SEO-focused strategies to optimizing for mentions across various platforms. While traditional marketing sought direct clicks, marketers must now focus on enhancing visibility through brand mentions in user interactions with AI models. Data suggests that ChatGPT is effectively directing traffic to e-commerce sites, indicating a potential evolution in online consumer behavior.
"Until recently, digital marketing was all about winning the clicks. With the rise of LLMs, it is now all about winning the mentions," Yaron Litwin, chief marketing officer of the Parent Control App, told Fortune.
"In the era of generative AI, companies need more branded content and third-party mentions," highlight changes in marketing focus due to consumer usage of LLMs for shopping.
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