Large Language Models (LLMs) provide a search experience that is very different from the web browser experience. The biggest difference is this: LLMs promise to answer queries not with links, as web browsers do, but with answers. Increasingly, using apps like ChatGPT or Perplexity, or search portals like Google’s Search Generative Experience (now AI Overviews) or Bing’s Copilot, customers will learn about products and brands through natural language outputs. And this process, which will be highly consultative and conversational, will create a new channel of information that marketers must monitor to ensure their brands are presented in relevant directions and accurately described. The authors present three ways for marketers to meet this challenge.
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