marketing

How will AI change search marketing?

It really depends on people’s satisfaction with a “one true answer” vs 10 blue links.

If you’re looking up when Albert Einstein was born, you don’t need multiple opinions. 

If you’re looking for options of chairs to have in your library (like in this Perplexity Shopping video) you probably do want several options.

How will AI change search marketing?

It really depends on people’s satisfaction with a “one true answer” vs 10 blue links.

If you’re looking up when Albert Einstein was born, you don’t need multiple opinions. 

If you’re looking for options of chairs to have in your library (like in this Perplexity Shopping video) you probably do want several options.

https://www.perplexity.ai/shopping

An important factor to consider is if people have a higher or lower propensity to buy from paid ads in AI answers because it’s the only option given. 

If it’s the only one there, maybe they buy more. But if it’s the only one there, maybe you buy less because you get FOMO on the other options.

If you sell something like paper towels for example, that’s highly commodified. People will look at maybe a couple options that come up first and buy the cheapest one. It will be worth it for you to pay to come up first in AI results.

If you’re in a more heterogenous market, will it be worth it for you to pay to be the lighting fixture that comes up in Perplexity’s 1 true answer on the best lighting fixture? Maybe not, and maybe Perplexity finds this out and shows a correspondingly high number of results (organic or paid)

AI answers may get very smart about how many ads they show and how many overall results they show based on a person’s “propensity to shop around”

And this may change based on different factors. 

Shopping for chairs is probably more based on aesthetics, but shopping for more commodified things is probably more based on price.