A contribution by Sophie Hundertmark.
Sophie Hundertmark is an expert in the practical use of artificial intelligence with a focus on chatbots, AI strategies and responsible technology integration. She is a researcher and lecturer at the Lucerne University of Applied Sciences and Arts and is currently writing her dissertation in the field of Conversational AI at the University of Fribourg. As a consultant, she supports companies, administrations and educational institutions in the introduction of effective AI solutions. Find out more about Sophie Hundertmark on Linkedin.
In this post, I want to talk to you about a topic that affects all of us who want to make ourselves visible online: The evolution of search and how we can adapt to it. The way we find information has fundamentally changed and this has huge implications for businesses and content creators alike. Let’s explore together what these changes mean and how you can operate successfully in the new era of AI search.
From keywords to context: a paradigm shift
Do you remember the days when search engine optimization (SEO) was mainly about finding the right keywords and placing them in the texts? This era is coming to an end. Nowadays, users no longer only enter complex queries in traditional search engines, but are increasingly using AI-based platforms such as ChatGPT, Perplexity or Gemini. This raises the crucial question for us: How will we be found on these new platforms?
The core difference lies in a paradigm shift: It is no longer about pure optimization for keywords, but about the
Search context. AI models have become smarter; they look for correlations and try to understand the user’s intention – the “job to be done”. For us, this means that we not only have to present our content in a thematically appropriate way, but also comprehensively and in a relevant context. And very importantly, each AI platform uses different algorithms, so what works for one is not necessarily the same for another. Keep this in mind when determining your strategy!
Relevance and resonance: the new pillars of success
In the era of AI search
Relevance and resonance are the two most important pillars for your success.
Relevance: Really understanding the customer
Relevance means that your content directly addresses and solves your customers’ problems and questions. It is no longer about simply advertising products, but about offering real added value. A deep understanding of customer language and their needs is essential for this. How does your customer speak? What questions does he ask? If you can answer these questions, you position yourself as a trustworthy source of information.
Resonance: When content develops a life of its own
Resonance describes the reaction and distribution of your relevant content by your audience. A brand is considered relevant if it not only produces high-quality content itself, but if this content is also cited, recommended and discussed by others. This can happen in many ways: Recommendations, positive reviews, mentions on social media or even integrating your brand into external content such as podcasts or films. Large, established brands often have an advantage here, as they have already built up a high level of omnipresence and resonance. For us as a niche provider, it is becoming more difficult to build up this resonance, as we can no longer become visible through targeted keyword optimization alone.
Trust as relationship management: sympathy meets competence
The concept of trust is closely linked to relationship management in AI-based search. Trust is created through a combination of
Sympathy and competence. We not only have to present ourselves as experts in our field, but also in an appealing and approachable way.
In order to build trust, our content must:
- Be visible: Place them where your target group hangs out – this could be LinkedIn, YouTube or your own blogs.
- Arouse interest: Your content must make your customers want to find out more.
- Be likeable and competent: Presentation and content must be equally appealing and technically sound.
This also means a transition from monologue to dialog. Content that encourages interaction and feedback creates a stronger response and contributes significantly to building trust.
Practical strategies for companies: A holistic change
Adapting to the new search landscape requires a strategic change that goes beyond individual marketing measures. It is a real
Change topic that requires a realignment of your corporate culture and processes.
Here are some strategies that I would like to recommend to you:
Strengthen customer-oriented culture
Thinking in terms of customer experiences (customer experience management) and understanding the customer’s “job to be done” must take center stage. Always ask yourself: What problem am I solving for my customer?
Multi-experience approach
Your content must be available across different channels and devices in the right cadence and language in order to map the customer journey holistically. Think about the many points of contact a customer could have with your brand.
Content strategy along the customer journey
Stop thinking in silos (marketing, sales, service). Instead, consider which content is needed in which phase of the customer journey. The service sector in particular offers enormous potential for helpful and discoverable content, such as service videos.
Focus on problem solving
Customers are looking for solutions to their problems. Companies that communicate these solutions clearly and comprehensibly are easier to find on AI platforms. Always position the sale of your products or services as a solution to the customer’s problem.
Measurability and KPIs
Even though the exact metrics for success in AI search are still under development (e.g. “Share of LLM”), it is crucial to define and track new KPIs that reflect the impact of relevant content and resonance. This requires continuous adjustment and monitoring of market developments.
Overall, adapting to AI-based search requires a holistic approach that goes beyond pure technical optimization. It is about creating a corporate culture that is based on
relevance, resonance and trust and puts the customer at the center. Search has changed – and with it the requirements for successful marketing. Let’s take up this challenge and use the new possibilities of AI search together!
Any further questions?
Do you have any questions? I am happy to support you, act as a sparring partner and answer your questions. I am always happy to receive your messages, preferably by WhatsApp message or e-mail.
Even more input
In this report, you can find out how ChatGPT and co. have already changed the search behavior of your customers. The report examines various target groups based on age, sector, product, services and other characteristics.
And this video interview with Sophie Hundertmark and Prof. Dr. Nils Hafner discusses the content of this article in an exciting way.
