The article discusses the rising influence of generative AI (GenAI) on online search, emphasizing the need for marketers to adapt to its evolving nature. In 2023, 13 million U.S. adults engaged in generative search, with growth expected. Marketers must understand that the conversational style of GenAI will transform how consumers search and interact with brands. Companies that neglect their online brand management risk falling behind, as GenAI can distort brand narratives without controlled and favorable content. Conversely, those who proactively manage their online presence can enhance brand affinity and consumer trust.
In recent months, marketers have increasingly become concerned with a specific challenge: how GenAI will impact online search.
Brands too slow to adopt their online brand management practices will fall behind in this new world.
With the right approach, brands can control and enhance their online brand affinity and equity by remembering one simple idea: Large language models are trained on language.
Generative search tools can present a risk to brands that don't proactively work to control their brand presence within them.
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