Latest / Found in AI: AI Search Visibility, SEO, & GEO / What Do ChatGPT Ads Actually Change for Brands?

Transcript

What Do ChatGPT Ads Actually Change for Brands? · Found in AI: AI Search Visibility, SEO, & GEO

• 0:41
  (Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) Hey, I'm Cassie Clark, and this is Found in AI, where we talk about how brands actually show up inside AI-generated answers, not just how they rank on Google.
• 0:52
  And today, I want to talk about the thing everybody has been talking about, those chat GPT ads.
• 0:58
  Because if you're working in marketing or content or growth, well, this rollout is a really big deal, even if you're to be calm about it on LinkedIn.
• 1:08
  Let's dig into OpenAI's announcement and why it matters.
• 1:22
  So let's start with what we actually know based on the OpenAI press release.
• 1:27
  OpenAI has confirmed that ads will appear inside chat GPT, but only for certain users.
• 1:34
  These ads show up near relevant responses, and they're not embedded directly into the AI-generated answers themselves.
• 1:42
  So according to the product image in the announcement, these ads are clearly labeled, and they function more like contextual placement than traditional search ads.
• 1:51
  Not every user will see them.
• 1:54
  Free users and users on the Go tier are the primary audience here.
• 1:58
  Paid users, higher than the Go tier at least, are not going to see those ads at first, and the users that do see the ads can opt out of personalization.
• 2:08
  OpenAI made like a very important sentence.
• 2:12
  They had a very important sentence inside of their announcement, and they were very explicit that ads do not influence how an answer is assembled.
• 2:22
  So what this means is that chat GPT ads don't change the reasoning layer.
• 2:27
  They just kind of sit around it.
• 2:29
  So yes, brands can now pay to show up next to the answer, but this is very different from being used inside of the answer, and those two things are not the same, and mixing them up is how brands end up spending more money without actually influencing outcomes.
• 2:47
  Based on what we know about these generative engines so far, we know that they do not act like traditional search engines.
• 2:54
  They're not ranking those sample links, but instead, large language models generate answers by reasoning across what they've already seen, what they've already trusted, and what they've seen reinforced over time across platforms.
• 3:10
  So when chat GPT introduces ads, what they're really doing is selling adjacency.
• 3:16
  So a brand can pay up to show up.
• 3:18
  Let me try again.
• 3:19
  A brand can pay to show up near an answer, but that is absolutely not the same thing as being used inside of an answer.
• 3:27
  Ads are going to give you placement, but not necessarily influence.
• 3:32
  Influence comes through authority, both because it helps users remember you as a true recommendation, and because it lends to those AI engines reusing your brand over time across prompts, across answers.
• 3:47
  So the introduction of chat GPT ads doesn't really change how those answers are formed, but it does raise the stakes for brands that don't understand how they already show up inside of these AI engines.
• 3:59
  Now, one of the biggest things I think brands seem to worry about is that ads can't really fix unclear positioning.
• 4:06
  The brands that consistently show up inside AI-generated answers, at least from what I have seen, already tend to be really explicit about who they're for, what category they're in, and what problem they solve.
• 4:19
  When that clarity isn't there, these paid ads, well, they're not going to fix it.
• 4:25
  But the thing that we need to watch out for is that they may amplify confusion by placing a brand next to answers that the model doesn't fully associate them with.
• 4:35
  Now, another thing that we need to consider is how temporary ads are.
• 4:39
  The moment you stop spending, your brand disappears.
• 4:44
  But the signals that make a brand reusable inside AI answers, things like clarity, consistency, entity authority, well, that doesn't disappear overnight.
• 4:53
  Those things are persistent across sessions, prompts, platforms, and even different AI models.
• 5:01
  Now, while these ads are platform-specific to just chat GPT, entity authority is not.
• 5:08
  The same trust signals that influence visibility in chat GPT often carry over to perplexity in GemIIni because they're trained on overlapping patterns across the web.
• 5:19
  So as chat GPT ads roll out, brands from where I'm sitting really face a fork in the road.
• 5:26
  One option is to compete for that ad space.
• 5:30
  That looks familiar.
• 5:31
  It looks like bidding on high-intent prompts, much like we probably do with keywords, from what we can guess.
• 5:38
  It also means trying to stay visible only as long as that budget holds out.
• 5:43
  It can work, especially for certain use cases, but it doesn't help build that memory.
• 5:48
  The other option is to become the source the model already uses.
• 5:52
  When you implement an AI search strategy, the model begins to recognize your brand as an entity and your content gets reused across its answers.
• 6:02
  Those recommendations happen without ongoing ad spin.
• 6:06
  In my opinion, that's how brands win in AI search.
• 6:11
  So how does a brand actually become the answer?
• 6:13
  Well, it starts with clarity.
• 6:15
  Models need to understand who you are, what category you belong to, and what your brand actually does.
• 6:21
  They need to see that consistently across your website, across your content, and across the rest of the internet, including Reddit, YouTube, LinkedIn, wherever an audience can be found.
• 6:34
  It also requires that content that's written...
• 6:36
  I have not had enough coffee today.
• 6:40
  It also requires that your content is written to answer questions directly.
• 6:45
  So those AI systems favor clear definitions, explicit explanations, and content that actually resolves a question.
• 6:55
  So if your content is vague or overly promotional, it's much harder for the model to actually reuse it inside of an answer.
• 7:04
  And then there's reinforcement.
• 7:06
  Large language models learn from patterns, from consistent patterns across the internet.
• 7:13
  That means that authority gets built over time through consistent messaging across places like your website, LinkedIn, podcast, YouTube, earned media.
• 7:24
  All of that needs to reinforce the same core truths about your brand.
• 7:30
  Now one thing I strongly recommend is fixing visibility gaps before spending anything on ads.
• 7:37
  Brands should know how they already appear, how they're currently being described, and where competitors are showing up instead of them.
• 7:45
  You cannot optimize what you haven't measured.
• 7:48
  I will say that until I'm blue in the face.
• 7:51
  So for brands that want clear answers instead of guesses, the starting point is an AI visibility audit.
• 7:57
  An audit shows whether you're being used as a source today, how models describe where you...
• 8:03
  how they describe you, and where authority gaps are blocking that visibility, and what needs to change to become answer worthy.
• 8:11
  So the biggest takeaway of all this from the chat GPT announcement is that chat GPT ads do not signal the end of organic visibility within these AI engines, but they do draw a very clear line between monetization layers around those answers and the trust systems that determine how answers are already formed.
• 8:33
  Brands can rent attention or they can earn influence, and earning influence starts long before the first campaign goes live.
• 8:42
  Hey, one quick up heads up before I wrap up and go find more coffee because evidently I need it.
• 8:50
  Microsoft released an official guide on answer engine optimization in early January.
• 8:56
  It's really just started making noise and now it's like the third week of January, but next week's episode I'm going to break down everything that's in that guide.
• 9:05
  So what they got right, maybe what they left from my humble opinion, and how brands should actually think about answer engine optimization if they want to show up inside AI answers, not just near them.
• 9:18
  Hey, if we haven't met yet, I am Cassie.
• 9:21
  I'm a practitioner and content strategist for early seed startups and I focus on AI search optimization.
• 9:27
  If AI generated answers are already influencing your buyers, and they are, your content strategy needs to account for that.
• 9:35
  You can learn more about my AI visibility audits on my website and how I work with teams at cassieclarkmarketing.com.
• 9:43
  Thanks for listening.
• 9:44
  I'm going to go grab more coffee.
• 9:46
  I will see you in the next episode.