The digital marketing ecosystem is constantly evolving, and we are on the cusp of a new era – the age of AI-powered personal assistants. Large language models like ChatGPT are not only revolutionizing the way consumers search for and consume information, but are also having a profound impact on online marketing practices and strategies. A new field, Generative AI Optimization (GAIO), is emerging before our eyes, challenging traditional search engine optimization (SEO) and all areas of online marketing.
This article sheds light on the phenomenon of AI, introduces the concept of GAIO and explains its significance for online marketing.
2. GAIO: An Introduction
2.1 What is GAIO?
GAIO (Generative AI Optimization) is an emerging marketing discipline that focuses on optimizing the visibility of brands and products in the responses of AI-powered personal assistants (“AI chats”). The AI assistants are trained to learn from a variety of sources and provide helpful, contextual answers based on this information. They will also directly access the Internet, read websites and use search engines. But first and foremost, they are trained directly with large Internet databases such as the European OpenWebSearch index .
2.2 GAIO versus SEO
Unlike traditional SEO, where the focus is on keywords and backlinks, GAIO aims for presence in the responses of these AI models. It’s about understanding and leveraging the algorithms and data that underpin the AI models to maximize a brand’s exposure.
Example: When someone asks Bing Chat about the best toaster for a shared kitchen, the AI recommends a Philips device. GAIO is about understanding and influencing the mechanisms behind such recommendations in order to increase the visibility of a particular brand or product.
3. Changes in the behaviour of Internet users
With the proliferation of AI assistants, we are witnessing a profound change in the behavior of Internet users.
3.1 Contextualized and personalized responses
AI assistants provide contextual and personalized responses tailored to specific requests. This type of interaction provides users with a high level of relevance and personalization, which can lead to higher satisfaction and retention.
Example: A graphic designer looking for a laptop will receive a recommendation from an AI assistant for a model that is specifically suitable for graphic design, while a gamer will receive a different recommendation.
3.2 Change in search habits
With AI assistants, users’ search habits are also changing. Instead of traditional keyword-based searches, users can now make natural language queries, resulting in a more intuitive and user-friendly search experience.
4. Impact on Internet content and its providers
4.1 Focus on brand mentions and reputation
In the GAIO era, the number and quality of brand mentions is more important than backlinks. The relevance of a brand is determined by the frequency and quality of its mentions in trusted sources. This means that PR and reputation management are becoming more important and playing a greater role in the overall strategy.
4.2 Role of trade media, blogs and comparison sites
The AI assistants get their information from a variety of sources, including trade media, blogs and comparison sites. These sources therefore become important influencing factors for the visibility of brands and products. Companies therefore need to rethink their PR strategies to make the most of these platforms.
5. How should online businesses and online marketing agencies respond?
5.1 Paradigm shift in website optimization
With the growing importance of AI assistants, online businesses and marketing agencies need to rethink their approaches to website optimization. Instead of focusing on keywords and backlinks, they need to understand how AI assistants search, evaluate, and present information, and adjust their strategies accordingly.
5.2 Advice to companies
Agencies need to educate their clients about the new realities of online marketing and support them in developing and implementing GAIO strategies. This may include developing tools and techniques to monitor and optimize presence in AI assistants, as well as training companies on how to use these tools.
The era of AI-powered personal assistants presents new challenges and opportunities for online marketing. GAIO is an exciting new discipline that has the potential to fundamentally change the way we think about and implement online marketing.
It’s time for companies and marketing agencies to face these new realities and develop strategies to succeed in the new era of GAIO marketing.