Ad agencies adopt new strategies to ensure clients appear in results produced by OpenAI’s ChatGPT and Anthropic’s Claude
Apr 29, 2025
Advertising groups and tech start-ups are rapidly developing new tools to help brands appear more often in AI chatbot search results, marking a new era of “search engine optimisation” (SEO) driven by AI rather than traditional web searches.
Key takeaways:
- Companies like Profound and Brandtech have launched software to monitor and boost brand visibility in AI services like ChatGPT, Claude, and Google’s Overviews.
- Brands such as Ramp, Indeed, and Chivas Brothers are early adopters, aiming to reach users shifting to AI for information searches.
- AI-driven SEO focuses on understanding large language models (LLMs) as major influencers rather than just indexing websites.
- Tools analyze AI sentiment towards brands and rank them, helping companies adjust content to perform better in AI searches.
- Traditional search engine traffic is declining as users increasingly rely on AI-generated answers.
- Despite this shift, Google’s ad revenue still grew by nearly 10% in Q1 2025, offering some reassurance to investors.
- Agencies are offering new services to brands, as old SEO techniques become less effective.
- Understanding how different AI models prioritize content is crucial – relevance, credibility, and authority matter more than traditional keyword tactics.
- AI-powered search engines like Perplexity are exploring new ad models, like sponsored follow-up questions.
- The ultimate SEO strategy in the AI era: consistently create high-quality, relevant content.
Get the full story at the Financial Times (subscription required)
Trending
