Marketers have increasingly become concerned with a specific challenge: How GenAI will impact online search.
- Growing Concern Among Marketers: Marketers are increasingly focused on how generative AI (GenAI) impacts online search, with 13 million U.S. adults using generative search in 2023, a number expected to rise significantly.
- Shift in Search Dynamics: GenAI’s conversational interfaces are changing how consumers search, learn, and engage with brands, moving beyond traditional Google algorithm optimization.
- Opportunity and Risk for Brands: Brands must adapt to maintain visibility and perception online, as GenAI can misrepresent narratives if content isn’t controlled, potentially eroding consumer trust.
- Content as Key: Since large language models rely on language data, brands can influence GenAI outputs by creating and optimizing authoritative, consumer-focused content.
- Research Insights: A study by Terakeet showed that 46%-52% of GenAI search results (across ChatGPT 3.5, ChatGPT 4.0, and Gemini) are controllable by brands through owned content, with higher control (37%-48%) for product/service-specific queries.
- Proactive Strategy Needed: Brands that actively manage their online presence can enhance reputation, while those that don’t risk distorted identities in GenAI outputs.
- Actionable Steps: CMOs should prioritize agility, curiosity, and visibility strategies to build lasting connections in the evolving search landscape driven by GenAI.
