Marketers have been trying to game LLM responses to suit their brands since users began turning to AI for search. In recent months, they’ve become aware that AI search responses aren’t just a user touchpoint that needs attention, but a competitive arena in which they might influence the way their rivals are perceived — and have to guard against their rivals doing the same to them. Despite the well-publicized issues with AI hallucinations and bias, web users tend to perceive AI results as neutral. When a response supplies positive information about a brand, that works in marketers’ favor. When an AI Overview or ChatGPT response goes in the…
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