Brands are increasingly trying to get recommended by AI assistants like ChatGPT. Effective tools in this new marketing arsenal include tracking the answer engines’ outputs, hiring dedicated discoverability staffers, and being rigorous in maintaining brand consistency.
At car-selling platform Motorway, leadership now tracks large language model outputs in real time, Cassie Hall, Motorway’s marketing and brand director, said at the Semrush Spotlight event in London on Tuesday.
“We can publish new content and see it being cited within 24 hours,” Hall said. Motorway is also testing ChatGPT ads, which launched in the U.K. in May.
Meanwhile, period-tracking app Flo Health has a manager dedicated to LLM discoverability, who works with every channel owner when media plans and messaging are being built, Georgia Jones, Flo’s head of brand marketing, said on a separate panel.
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