Try to see if artificial intelligence can tell you why it's worth buying from your company

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Google and other major search engines are turning into conversations with AI, where AI provides information to the searcher's questions. At the same time, people have increasingly started using tools like ChatGPT, Claude, or Perplexity to search for information.

This is the most significant change that has happened in digital sales and marketing to date. It is changing both customer behavior and the requirements for good marketing and search engine discoverability.

Traditionally, companies have relied on potential customers to find their way to a website through a search engine and learn about the offerings and brand. Artificial intelligence tools are changing this dynamic: they act as intermediaries that summarize information from multiple sources and serve it up in a digestible form. Some might even call this phenomenon a broken phone.

This is a completely different level of change than the changes caused by search engines or social media years ago, because artificial intelligence does not just convey information - it analyzes, compares and draws conclusions on behalf of the customer.

In practice, this means that the customer may never bolivia phone number list visit your company's website, even if you were a potential option and were involved in the customer's consideration process. Instead, they engage in a dialogue with artificial intelligence: "What are the best options for a production control system for a medium-sized industrial company? And which of these work best in the process industry? How does system X compare to system Y?" Artificial intelligence analyzes and compares the options on behalf of the customer, highlights user experiences and recommends the most suitable solutions. Only after this pre-qualification phase does the customer move on to the company's website to learn more.

How should such a major change be taken into account in the marketing strategy?
The rise of artificial intelligence to the center of information retrieval is particularly changing the requirements for how companies must communicate their value proposition and differentiating factors.

Artificial intelligence can analyze the features, prices, and user experiences of hundreds of products in seconds in a way that an individual consumer could never do. It then lists the best options for the customer in a cold Excel-like way based on the data and facts it finds. Your brand, tone of voice, or any of these softer values ​​will not appear in the AI ​​listings. It is only about conveying information – what you say and what is said about you online.

In short, the change means that the real quality of products, customer satisfaction and verified figures become more important than marketing rhetoric and “empty talk”. This is especially emphasized at the beginning of the purchasing process, where artificial intelligence is used to narrow down the options. Artificial intelligence strongly emphasizes real numbers, clear evidence of expertise (certifications, success in competitions, etc.) and customer reviews and recommendations.

I think this is all a really good thing. The change forces companies to think about how they really differentiate themselves from their competitors and what unique value they provide to their customers. Just thinking about that can have far-reaching positive consequences for sales and the success of the company. That is, without this AI thing.

So what exactly should you start doing?
1. Support your expertise with facts
Start by finding out what AI tools currently think about your business. Ask ChatGPT or a similar tool about your business. What does AI find, what does it highlight, and what does it miss? This simple test often reveals surprising gaps in your content.

AI prioritizes information that is clearly organized and well-documented. This means that alongside marketing language, claims should be backed up with facts and figures. Don't just say you have a lot of experience. Also break down your experience into numbers: a 30-year-old company with 3,000 person-years and 1,000 customer cases in these industries.

In addition, customer cases and results should be documented as clear stories, emphasizing measurable results and concrete benefits from the perspective of different buyer personas. So encourage satisfied customers to share their experiences online more, either independently or in the form of reference stories. Your company's own research cases and analyses also provide "delicious" material to fill the stomach of AI. It is worth remembering that in the future, every piece of content you produce will also be read by AI.