Brands pivot content marketing for the AI age

Organic distribution and discovery of content continue to challenge brand marketers. The advent of AI Overviews in Google Search and consumers using AI tools like Perplexity or Gemini to look for answers to questions is particularly worrisome if it means less traffic to their websites.

In response, brand marketers are pivoting their content for an age where many consumers may soon get the answers they need directly from AI chatbots.

“What does SEO mean in the context of AI?” one marketing director asked me last week. “How we’re being perceived by these large language models and chatbots is important, but it’s also important to rethink our strategies now.”