Generative AI has influenced the way we seek information and interact with brands. It also affects the process of opinion formation. The portals to the digital world so far were the search engines such as Bing, Google and DuckDuckGo. These days the conversational chatbots such as ChatGPT and Gemini occupy the centre stage while retrieving information.
In past two decades, we relied on search engine optimisation (SEO) to know our visibility online. These days there is a shift to AI optimization (AIO), a new paradigm where answers are provided in natural language. Thus, we often bypass the traditional search results.
While adopting SEO, we were tweaking websites, creating key-word rich content and building authoritative backlinks. These methods facilitate the climb up the ranks of search engines. AI-generated responses present users a single synthesized response or may be two responses. These responses are accompanied by an opinion or explanation.
The aim is to be shown in the best light in an AI-generated response. AI tools we know rely upon vast amounts of data from websites and databases, social media and news articles. AIO tries to influence the data being selected and the way it is interpreted. It should be consistent with the image we intend to project.
It all starts with the training of AI models. The data floating around must be corrected if it is inaccurate. AI models can draw less-than-flattering data from different sources or may draw outdated information. The communication department of the company must be constantly on its toes to curate the data available digitally. This ensures that AI draws its data available from the right sources. AI chatbots should reflect the organisation’s preferred narrative. AIO services should always be alert to incorrect or misleading information online. They should contact the websites to update the data and should push for correct information.
Generative AI relies more on structured data. Companies should focus on such structured data so that AI-generated content reflects the preferred narrative.
AI tools should discuss even individuals and brands the desired way. Through monitoring tools, it should be seen whether AI is producing positive, neutral or negative content.
AI may give incorrect information or may offer options based upon the data the model was fed. AIO-services should offer sentiment analysis tools — to assess what is being said and how it is being said. It helps business understand AI-driven reputational risks. The marketing strategies should be tuned accordingly.
The AI-assistants must provide accurate, on-brand and helpful responses to customers.