Latest / The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX
Scrunch's Head of Marketing Kevin White on being cited, not just found
Kevin White, Head of Marketing at Scrunch, argues that referral traffic from ChatGPT is the wrong instrument for measuring AI search — and that the real question is whether a model represents your brand accurately when no one clicks at all. He and Greg Kihlström get into what to build and what to measure instead.
"AI search" is several different problems wearing one label. A crawler pulling your content, a model synthesizing an answer, and an agent acting on someone's behalf are not the same event — and teams that treat them as one end up optimizing for the wrong thing.
A website now serves…
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