What is Artificial Intelligence Optimization?

Heads up, marketers! 😳 Artificial Intelligence Optimization has arrived.

Soon it will be habit to ask ChatGPT and Bard questions that you would otherwise Google. And some of those questions will be about buying things.

But let’s back up.

If I had to summarize how these Large Language Models (LLMs) work in two words it would be:

They’re derivative.

Or, if you prefer a more whimsical twist: They’re mimics.

They’ve been trained on the incredible amount of content that marketers, journalists, authors, researchers, scientists, and trolls have contributed to the web for more than two decades.

Think of it this way: Anything Google can access is fair game to be slurped up by the Megamind of ChatGPT and Bard etc.

👉 This includes any content published by your brand or the brands you represent.

But, it also includes any information published by any other source about your brand; including some angry but dangerously intelligent 20-something on Reddit that calls himself Julius_Sneezer. (That’s real, btw. 😂)

So, where does AI leave SEO and content marketing? Is it dead?

Far from it.

There’s a new discipline in digital marketing and it’s called Artificial Intelligence Optimization or AIO.

What is Artificial Intelligence Optimization?

Artificial Intelligence Optimization is the process of improving text, video, audio, and image-based content to improve the accuracy and market positioning of information available to artificial intelligence.

Just like SEO, Artificial Intelligence Optimization, or AIO, will require consistent content production, particularly for branded prompts that AI users (your buyers!) will ask their AI friends when making buying decisions.

Why is Artificial Intelligence Optimization important?

Soon it will be a habit to ask AI questions with strong buying intent like:

• Where can I get a Shiatsu massage in Boston?
• What’s the difference between Purina Pedigree and Purina One dog food?
• How difficult is it to return clothes to StitchFix if they don’t fit?

From ChatGPT:

An example of Artificial Intelligence Optimization

Let’s say I want to start mountain biking but I’ve heard it can be hard on your body.

So I crack open my trusty AI tool and ask:

Notice the line I highlighted above about Trek using the IsoSpeed decoupler to add comfort.

Because AI is conversational, I might follow up with a question like:

Remember, ChatGPT is only regurgitating what it has found online.

The question is, who’s controlling this narrative? You? Your competition? Julius_Sneezer?

So, what’s the big picture?

Buyers will be increasingly leveraging AI to make informed buying decisions

And while ChatGPT is only trained on information up to 2021, it will soon overcome this limitation. And Google Bard is up to date today.

How to do Artificial Intelligence Optimization (AIO)

While AIO will certainly represent a shift in tactics, the fundamentals of SEO and content marketing will continue to serve you well.

Anticipate the INTENT of your market. Create content and copy that satisfies that intent. Repeat.

To finish this example of AIO, as I move closer to the purchase, I might follow up with a prompt with strong buying intent like this:

And boom.

I found my soon-to-be new bike that will likely bruise my derrier despite all my research.

Are you seeing what Artifical Intelligence Optimization (AIO) is?