How Companies are Adapting Their Marketing for Generative AI and New Digital Platforms
企業如何調整行銷策略以適應生成式 AI 與新數位平台
Introduction
Chief Marketing Officers are currently changing their platform strategies and using artificial intelligence to keep their brands visible. This is happening because consumers are moving away from traditional search engines and are instead using generative AI and niche social media to find products.
首席行銷長目前正改變其平台策略，並利用人工智慧來維持品牌能見度。這是因為消費者正逐漸脫離傳統搜尋引擎，轉而使用生成式 AI 和分眾社交媒體來尋找產品。
Main Body
The marketing world is moving from Search Engine Optimization (SEO) toward Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). This change was caused by an increase in consumers using Large Language Models (LLMs) to evaluate brands. Consequently, companies are now focusing on producing large amounts of content that AI bots can easily read. For example, American Eagle uses partners to create a lot of blog content, while Chime uses specialized tools like Profound and AirOps to measure how often their brand appears in AI answers.
行銷領域正從搜尋引擎最佳化 (SEO) 轉向答案引擎最佳化 (AEO) 與生成式引擎最佳化 (GEO)。這一轉變是由於越來越多消費者使用大型語言模型 (LLM) 來評估品牌。因此，企業目前專注於產出大量 AI 機器人易於讀取的內容。例如，American Eagle 利用合作夥伴創作大量部落格內容，而 Chime 則使用 Profound 和 AirOps 等專業工具來衡量其品牌在 AI 回答中出現的頻率。
Furthermore, companies are focusing on 'discovery' platforms to attract younger customers. American Eagle and Bobbie have emphasized the importance of Pinterest, YouTube, and TikTok to reach Gen Z and Gen Alpha. Bobbie, for instance, is creating long educational videos on YouTube to reach customers who are researching products via AI tools like Gemini. Similarly, Coach has conducted global in-person interviews to understand the specific questions people ask AI, which helps them create content that the community actually wants.
此外，企業正專注於「探索」平台以吸引年輕客戶。American Eagle 和 Bobbie 強調了 Pinterest、YouTube 和 TikTok 對於接觸 Z 世代與 Alpha 世代的重要性。例如，Bobbie 在 YouTube 上創作長篇教育影片，以接觸那些透過 Gemini 等 AI 工具研究產品的客戶。同樣地，Coach 進行了全球實體訪談，以了解使用者詢問 AI 的具體問題，這有助於他們創作社群真正需要的內容。
At the same time, AI is being used to make internal operations more efficient. Comcast has introduced AI into its marketing and customer service, using its best human agents to train models that ensure a consistent level of service. In e-commerce, a new market for 'agentic commerce' has appeared. A startup called Lantern, funded by Salesforce Ventures, provides predictive modeling to help small e-commerce businesses get recommended by AI, offering a more specialized service than general tools like Jasper AI.
與此同時，AI 正被用於提高內部營運效率。Comcast 將 AI 引入其行銷與客戶服務，利用表現最優秀的人員來訓練模型，以確保服務水準的一致性。在電子商務領域，一個新的「代理商務」市場已經出現。由 Salesforce Ventures 資助的初創公司 Lantern 提供預測模型，幫助小型電商獲得 AI 推薦，提供比 Jasper AI 等通用工具更專業的服務。
Conclusion
Companies are moving toward a decentralized model centered on AI. By diversifying their platforms and creating high-quality content, they aim to ensure their brands remain visible in generative search results.
企業正向一個以 AI 為中心的去中心化模式邁進。透過多元化平台並創作高品質內容，旨在確保品牌在生成式搜尋結果中維持能見度。
Vocabulary Learning
🚀 Moving Beyond 'Because'
At the A2 level, we usually connect ideas with simple words like because or and. To reach B2, you need to show cause and effect using more professional 'bridge' words.
Look at this shift from the text:
"This is happening because consumers are moving away..." "Consequently, companies are now focusing on..."
🛠 The B2 Upgrade: Transition Signals
Instead of starting every sentence with a subject, use these "Logical Connectors" to guide the reader through your argument:
-
Consequently / Therefore (The 'Result' Bridge)
- A2 style: It rained, so the game stopped.
- B2 style: It rained heavily; consequently, the game was cancelled.
-
Furthermore / Similarly (The 'Adding More' Bridge)
- A2 style: I like AI. I also like robots.
- B2 style: AI is changing marketing; furthermore, it is transforming customer service.
🔍 Linguistic Spotlight: The "Passive Shift"
Notice how the text says: "This change was caused by an increase..."
In B2 English, we often move the 'action' to the front and the 'person' to the back. This makes your writing sound more academic and less like a casual conversation.
Try this mental switch:
- A2 (Active): "People use AI to find products."
- B2 (Passive): "AI is being used to find products."
💡 Vocabulary Expansion: "The Precision Pivot"
Stop using general words like good or big. The article uses Precise Adjectives to give specific meaning:
- Instead of "Big amount of content" "Large amounts of content"
- Instead of "Same service" "Consistent level of service"
- Instead of "Different platforms" "Diversifying their platforms"