How to Win in the Era of AI Search
As we enter the era of AI search, campaigns now need to consider the entire digital ecosystem when formulating their communication strategies. No longer is just a website and SEO strategy enough to show up for voters looking for more information.
Digiday recently highlighted Zoom’s work with creators as part of its strategy to improve visibility in AI search results. That is because creators can be credible third-party voices that AI platforms cite and influence AI-generated answers.
But creators are only one piece of the larger puzzle created through the rise of AI search.
Websites, earned media, third-party validators, social content, creators, paid advertising, and SEO all work in tandem with one another when it comes to AI visibility. A strong piece of creator content can reinforce a campaign’s message and create another credible source for AI platforms to surface. At the same time, you need to know what is happening in AI search to inform what content you create next. That was part of Zoom’s strategy: looking for creators who had a record of AI search citations.
And that’s why relying on a one-trick pony for digital communications is a thing of the past. You need a digital solutions partner who understands how each of these elements affects the others and can adjust your strategy accordingly.
At BASK, we absolutely work with creators as part of integrated campaigns alongside other proven digital strategies. But now we’re also looking at what AI platforms are actually saying as we formulate our digital plans.
Through AuthoritivAI, we can bring greater transparency to how an issue or campaign is represented across AI search. It doesn’t have to be a black box. This ongoing tracking allows us to quickly identify the sources shaping AI-generated answers and then turn that data into optimizations for the broader communications strategy.
Winning in AI search won’t come down to any one tactic. Instead, it will depend on understanding what’s shaping the answers and having a digital partner that can act on those insights.
