Agencies urged to refine digital marketing for AI search rise
Agencies are being encouraged to adopt new digital marketing approaches in response to the growing influence of AI-powered search platforms such as ChatGPT, as outlined by Andrew Beckwith, Creative Director at Tall.
While traditional search engine optimisation (SEO) remains important, Beckwith suggests that standing out in AI-driven recommendations requires a shift in strategy. He has identified four steps that agencies can take to improve their chances of being recommended by tools like ChatGPT.
Reputation
Beckwith highlights the significance of reputation in being suggested by AI systems. "ChatGPT relies on reputation and will often recommend well-known or top-rated businesses as a first point of call. This is based on a broad range of publicly available information. This doesn't necessarily mean your agency needs to be a household name, as it will also be based on industry-specific requests using contextual relevance to narrow down the search. Work on a niche and use that to hone in on a strong reputation. A jack of all trades is great, but what do you really want to be known for?"
He advises agencies to focus on developing a clear niche and leveraging that area of expertise to build recognition, rather than attempting to cover a broad array of services.
Real-time search
According to Beckwith, AI platforms are designed to present the most current information to users, taking into account recent client feedback and achievements. "ChatGPT will also factor in real-time search, finding current, location-specific, or niche agencies. It will check recent ratings and reviews, using tools like Google Reviews. The system will also factor in other up-to-date information like recent awards, leadership changes, client wins, or price points. This provides the most timely information to the user."
Beckwith suggests that agencies should ensure that their latest successes and client testimonials are readily available online to increase their visibility to AI search platforms.
Context-based personalisation
AI-powered tools such as ChatGPT tailor their recommendations based on user-supplied context. Beckwith explains, "If you give ChatGPT more information, such as budget, industry, location, goals, or preferred services, it will tailor the suggestions based on this. For example, a B2B SaaS startup in London might get different suggestions than a fashion brand in Leeds. Additionally, if you say you're looking for SEO, paid media, or branding, it will further narrow down the niche offerings of the agency that are recommended."
This means agencies should ensure their online presence clearly communicates what industries and services they specialise in, so AI platforms can match them effectively with user needs.
Neutral and unbiased
Beckwith also notes the impartial nature of recommendations from AI search tools. He states, "It's important to note that while having a referral from ChatGPT can be incredibly beneficial, it is not an advert, and the recommendations will vary greatly depending on what the user has requested, and also the information you are promoting."
"In summary, having a strong online presence, brand reputation, and clear offering is the key to ChatGPT being able to clearly and quickly understand why your agency is the best at what it does. Vague website descriptions that don't instantly communicate exactly what you offer, or too much industry jargon, or no personal PR, will have a greater impact on your client outreach without even realising."
The increasing popularity of ChatGPT, reportedly having over 100 million daily users, is changing the way people discover services online. Industry voices such as Beckwith expect both agencies and brands to continuously adapt their marketing strategies in line with the evolving search landscape shaped by AI-driven platforms.
