Two pieces of information struck me last week.
The first was a cursory admission by Apple’s SVP of Services, Eddy Cue, during his appearance at Google’s anti-trust trial, that Google searches in Safari declined in volume in April this year. It’s the first time this has happened in 22 years. (Thanks to my former colleague, Marshall Manson, for drawing attention to this).
The decline is because we’re increasingly using AI rather than Google to search for information.
Aside from putting US $20 billion of Apple revenue at risk (stunningly, that’s what it gets from Google to be its default search engine in Safari), this changes the game in terms of how leaders and brands need to reach audiences and shape their reputations going forward.
This brings me to the second piece of information, which I came to via Arun Sudhaman’s excellent new newsletter for corporate affairs practitioners, Earned First. AI chatbot outputs are far more heavily influenced by editorial coverage in authoritative publications – including metro/local news and trade media outlets – than campaigns or content on social media.
This is a turnaround for corporate marketing and communications functions, which in recent years have increasingly favoured social content and campaigns coupled with SEO and SEM to reach their audiences, build their brands and drive business. In the new age of AI, it seems we need to reprioritise media relations and quality, independent content generation to achieve these goals.
There’s a problem on the horizon though. In the same way that traditional media suffered with the growth of social media, AI could create an even more challenging environment for traditional media. AI chat interfaces lessen the need to go and browse websites as they scrape and summarise website content for us. So, with fewer clicks and engagement, the ad- and paywall-based revenue models that traditional media has depended on are potentially under threat.
Notwithstanding the challenges ahead for search engines, social and traditional media, a strategic pivot is required in how we target and influence our publics:
Prioritise quality and authority – Create and promote content from reputable sources. Building relationships and securing coverage in high-quality media outlets can improve the chances that your content is recognised and served by AI systems.
Structure and optimise content for conversational AI – Think about the questions your customers and stakeholders are likely to ask to find you or enquire about your products and services, and frame your content as succinct, natural answers to those questions. Use conversational language, structured data, and clear FAQs to help AI understanding.
Diversify content strategies – Don’t rely solely on traditional SEO tactics. Incorporate editorial-style content, thought leadership, and informative pieces that align with journalistic standards.
Monitor shifts in search and AI trends – There’s no question we’re going to see enormous disruption and change in the coming months and years. Corporate marketers and communicators need to stay abreast of AI tools, what makes them tick and how they’re evolving, and adapt their strategies accordingly so their brands remain discoverable and trusted in this new environment.