How do businesses find ways to win with AI?
By Leon Gettler, Talking Business >>
WHEN BUSINESSES and customers want to search for anything now, they go to artificial intelligence (AI), not Google search.
Since it started in Australia in 2022, ChatGPT for example has about 18% of search queries.
Which is taking a significant part of Google’s previous domination of the internet ‘search’ business. [Google Chrome today also leads with an AI search, utilising its Gemini family of AI products].
But how do businesses increase their visibility on AI?
Chris Van Landenberg, the operations manager at Found Digital, said businesses needed to be aware of their position in terms of customers. 
He said AI works differently from the previously dominant Google search, which offers more generic answers.
People ask different questions of AI
AI, on the other hand, is more specific. People are asking different questions. It focuses on what the customer is looking for, what problems they face in business and how the business can fix it.
“People are going to AI saying can you recommend a local plumber? What is the best offer for a caravan in Australia?” Mr Van Landenberg told Talking Business.
“It works very differently to Google. AI is not going to present you with a list of options.
“It’s going to narrow down the available options to a select few or in some cases, a single recommendation.”
He said AI does this through a process and, as people proceed through that process, businesses will be filtered out based on whether they meet certain criteria.
“It’s not doing anything magical,” Mr Van Landenberg said.
“It’s taking the same thought process that a human would go through when deciding whether or not to engage with a business and applying that logic at scale.”
Strategies to increase AI visibility
Mr Van Landenberg said this requires businesses to utilise strategies to increase their AI visibility.
“In the past you could separate marketing from reality in the sense that you could really rank well on Google without necessarily being the best option,” he said. “That’s getting a lot harder now.”
“The better way to think about it is that AI is trying to recommend the best answer to a question.
“So you’re not trying to game the system, you’re just trying to be the best answer,” Mr Van Landenberg said.
“That’s where clarity, building trust and producing useful content come into it.
“It’s going to happen when your business is clearly positioned for a specific customer and problem and when that positioning is reinforced by third part validation,” Mr Van Landenberg said.
“So first and foremost, you need to clearly explain what you do because AI needs to understand your business in order to match you to the right request.
“It’s looking for businesses that clearly explain what they do, what products and services they offer, who’s their target audience, what problems do they solve.
“It’s looking for businesses that are consistent with that explanation across the web that use simple natural language, not corporate jargon or marketing fluff.”
Need to develop a business’s ‘trust’ credentials
Mr Van Landenberg said this means businesses need to increase their trust signals to boost their AI visibility.
“So you’d want reviews across multiple platforms, you’d want to be listed in directories, you’d want testimonials from satisfied customers, awards, media coverage,” he said.
“Anything that’s going to increase your credibility because AI is going to place a lot of weight on how your business is viewed by other across the web.
“And in fact, it’s going to trust what others say about you a lot more than what you say about yourself,” Mr Van Landenberg said.
“And also creating helpful content that answers your customers’ questions.” 
Hear the complete interview and catch up with other topical business news on Leon Gettler’s Talking Business podcast, released every Friday at www.acast.com/talkingbusiness
https://shows.acast.com/talkingbusiness/episodes/talking-business-15-interview-with-chris-van-landenberg-from
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