The fundamental change in marketing is moving from creating content for human consumption to creating it for AI bots and "answer engines" that crawl the web on behalf of users. This requires a new approach to content strategy, focusing on discoverability and usefulness to machines.
Unlike traditional SEO, there is no "ground truth" data for AI search visibility. Brands like Expedia must work with partners to synthetically generate thousands of potential user prompts to create a proxy for how they are showing up in AI-generated answers.
The skills of an SEO team—building content for algorithms and understanding technical discovery—are perfectly positioned to lead the charge in Answer Engine Optimization (AEO). CMOs should empower and invest in this function, elevating it from a marketing silo to a core business priority.
Unlike traditional search which serves links, AI "answer engines" provide opinions and summaries. This creates a new marketing vector: sentiment. Brands must now track not just if they are mentioned, but *how* they are described, and analyze why that sentiment changes over time.
Profound's founder describes a distinct mental shift. Before validating an idea, the mode is "blue ocean thinking." But once high conviction is achieved, the mindset must change to a relentless, "in the trenches" execution mode focused on rapid reps and customer feedback.
According to Expedia's Head of Organic Search, success in Answer Engine Optimization (AEO) requires influencing four areas: the AI's training data, its real-time information retrieval process, the user queries themselves, and the AI's compounding user memory.
VCs can be wrong 90% of the time and still succeed if their few wins are massive. This "Super Upside Factor" can be applied to careers: you can win dramatically even if you're wrong most of the time, provided you aim for high-upside opportunities.
Profound's idea to build tools for AI search marketing now seems obvious, but at its 2024 inception, it was a non-obvious insight requiring high conviction. This highlights that many revolutionary ideas feel peculiar before becoming mainstream, similar to the feeling in "The Big Short."
Companies like Meta and OpenAI aren't betting on a single AI future. They are making acquisitions and launching products to cover a range of possibilities, from agent-to-agent communication protocols to various human-AI interfaces (apps, browsers, OS-level). It's a strategic "coverage play."
In an AI search world, the key metric is no longer a human clicking a link but an AI's user agent visiting a page to gather information. Marketers can track these bot visits via CDN integrations to understand which content is influencing AI responses, treating it as the new "click."