How Companies Use AI for Marketing
How Companies Use AI for Marketing
企業如何利用 AI 進行行銷
Introduction
Companies are changing how they sell products. They use AI and new social media apps to find more customers.
企業正在改變銷售產品的方式。他們利用 AI 和新的社交媒體應用程式來尋找更多客戶。
Main Body
People do not use old search engines now. They ask AI for help. Companies like American Eagle and Chime make a lot of text. This helps AI find their brands.
人們現在不再使用舊的搜尋引擎，而是尋求 AI 的幫助。像 American Eagle 和 Chime 這樣的公司會製作大量文字內容，這有助於 AI 找到他們的品牌。
Young people use TikTok, YouTube, and Pinterest. Bobbie makes long videos to teach customers. Coach talks to people in person. They want to know what people ask AI.
年輕人使用 TikTok、YouTube 和 Pinterest。Bobbie 製作長影片來教育客戶，而 Coach 則透過面對面交流，想了解人們詢問 AI 的內容。
Companies also use AI to work faster. Comcast uses AI for customer service. A new company called Lantern helps small shops. It helps AI recommend their products.
企業也利用 AI 提高工作效率。Comcast 將 AI 應用於客戶服務，而一家名為 Lantern 的新公司則在幫助小店，讓 AI 能推薦他們的產品。
Conclusion
Companies now use AI and many different apps. They want to stay visible in AI search results.
企業現在使用 AI 和許多不同的應用程式。他們希望在 AI 搜尋結果中保持能見度。
Vocabulary Learning
🛠️ Building Sentences with 'Help'
In this text, the word help is used in two different ways. This is a great pattern for A2 learners to master because it allows you to describe goals and support.
Pattern 1: Help + Person + Action
- "It helps AI recommend their products."
- The Logic: Someone/Something helps someone do something.
- Try this: I help my friend learn English.
Pattern 2: Ask for Help
- "They ask AI for help."
- The Logic: Using 'help' as a thing you receive.
- Try this: I ask the teacher for help.
💡 Quick Vocabulary Swap
Look at how the text describes change:
- Changing (Action) New (Result)
- Old search engines New social media apps
Tip: To reach A2, stop using just "good" or "bad." Use Old vs New to describe trends.
Vocabulary Learning
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"
Vocabulary Learning
Strategic Adaptation of Corporate Marketing to Generative AI and Fragmented Digital Ecosystems
企業行銷對生成式 AI 與碎片化數位生態系統的戰略適應
Introduction
Chief Marketing Officers are currently diversifying their platform strategies and integrating artificial intelligence to maintain brand visibility as consumer discovery shifts from traditional search engines to generative AI and niche social media.
由於消費者的探索方式從傳統搜尋引擎轉向生成式 AI 與分眾社群媒體，首席行銷長（CMO）目前正將平台策略多元化並整合人工智慧，以維持品牌能見度。
Main Body
The contemporary marketing landscape is characterized by a transition from Search Engine Optimization (SEO) toward Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). This shift is precipitated by a reported increase in consumers utilizing Large Language Models (LLMs) for brand evaluation. Consequently, institutional strategies have pivoted toward the production of high-volume, LLM-compatible content. For instance, American Eagle utilizes third-party partners to generate extensive site and blog content to facilitate bot scraping, while Chime employs specialized tools such as Profound and AirOps to quantify its visibility within answer engines.
當前的行銷環境特徵在於從搜尋引擎最佳化（SEO）轉向答案引擎最佳化（AEO）及生成式引擎最佳化（GEO）。這一轉變是由於報告指出消費者利用大型語言模型（LLM）進行品牌評估的情況有所增加。因此，企業策略已轉向生產大量與 LLM 相容的內容。例如，American Eagle 利用第三方合作夥伴產生大量的網站與部落格內容以利於機器人抓取，而 Chime 則採用 Profound 和 AirOps 等專門工具來量化其在答案引擎中的能見度。
Stakeholder positioning reveals a strategic emphasis on 'discovery' platforms to engage younger demographics. American Eagle and Bobbie have reported increased utility in Pinterest, YouTube, and TikTok, respectively, to reach Gen Z and Gen Alpha consumers. Bobbie's operational shift toward long-form educational content on YouTube is intended to capture consumers during the research phase, which is increasingly mediated by AI tools like Gemini. Similarly, Coach has implemented a methodology of extensive ethnographic research—conducting in-person interviews globally—to identify the specific, nuanced queries consumers pose to AI, thereby informing the co-creation of community-driven content.
利害關係人的定位顯示，戰略重點在於利用「探索」平台來吸引年輕族群。American Eagle 與 Bobbie 分別報告指出，Pinterest、YouTube 和 TikTok 在觸及 Z 世代與 Alpha 世代消費者方面具有更高的實用價值。Bobbie 將營運重心轉向 YouTube 的長篇教育內容，旨在於消費者研究階段（該階段日益受到 Gemini 等 AI 工具的影響）捕捉消費者。同樣地，Coach 實施了一套廣泛的民族誌研究方法——在全球進行面對面訪談——以識別消費者向 AI 提出的具體且細微的查詢，進而指導社群驅動內容的共同創作。
Parallel to consumer acquisition, AI is being integrated into operational infrastructure to enhance institutional efficiency. Comcast has deployed AI across its marketing cycle and customer service apparatus, utilizing its highest-performing human agents to train models that standardize service delivery. In the e-commerce sector, the emergence of 'agentic commerce' has fostered a new market for optimization startups. Lantern, having secured seed funding from Salesforce Ventures, exemplifies this trend by offering predictive modeling to help niche e-commerce entities secure recommendations from LLMs, distinguishing itself from broader marketing tools like Jasper AI.
與獲取消費者平行的是，AI 正被整合到營運基礎設施中以提高企業效率。Comcast 在其行銷週期與客戶服務裝置中部署了 AI，利用表現最優異的人員來訓練模型，以實現服務交付的標準化。在電子商務領域，「代理商商務」（agentic commerce）的興起催生了一個新的最佳化新創市場。Lantern 在獲得 Salesforce Ventures 的種子資金後，成為此趨勢的典範，透過提供預測模型幫助分眾電商獲取 LLM 的推薦，從而與 Jasper AI 等較廣泛的行銷工具區分開來。
Conclusion
Corporate entities are currently transitioning toward a decentralized, AI-centric discovery model, prioritizing high-fidelity content and strategic platform diversification to ensure brand persistence in generative search results.
企業目前正轉向一種去中心化、以 AI 為中心的探索模型，優先考慮高保真內容與戰略性的平台多元化，以確保品牌在生成式搜尋結果中的持續存在。
Vocabulary Learning
The Architecture of Institutional Nominalization
To move from B2 (functional fluency) to C2 (academic/professional mastery), one must move beyond verbs of action and embrace nouns of state. The provided text is a masterclass in Nominalization—the process of turning verbs or adjectives into nouns to create a dense, objective, and authoritative tone.
◈ The Pivot: From Action to Concept
Compare these two expressions of the same idea:
- B2/C1 Style: "Companies are changing their strategies because more people are using LLMs to check brands." (Active, linear, narrative).
- C2 Style: "This shift is precipitated by a reported increase in consumers utilizing Large Language Models (LLMs) for brand evaluation." (Static, conceptual, systemic).
In the C2 version, increase and evaluation function as conceptual anchors. The sentence doesn't just tell us what is happening; it categorizes the phenomenon.
◈ Advanced Linguistic Markers in the Text
| C2 Nominal Construct | Root Concept | Strategic Effect |
|---|---|---|
| Strategic Adaptation | Adapting strategically | Transforms a process into a formal objective. |
| Operational Infrastructure | How they operate | Elevates 'tools' to a systemic 'infrastructure'. |
| Institutional Efficiency | Being efficient as a company | Removes the human subject to focus on the organizational result. |
| Brand Persistence | Staying visible | Converts a goal into a measurable state of existence. |
◈ The "High-Fidelity" Modifier
Note the use of "high-fidelity content." At C2, modifiers are not merely descriptive (e.g., good, high-quality); they are borrowed from technical disciplines to imply precision. "Fidelity" (from audio/visual engineering) suggests an exact reproduction of truth or quality, signaling to the reader that the writer possesses multi-disciplinary literacy.
◈ Syntactic Compression
Observe the phrase: "...increasingly mediated by AI tools."
Instead of saying "AI tools are now the middle-man in how people research," the author uses mediated. This is a hallmark of C2 discourse: using a single, precise verb to encapsulate a complex sociological process. This compression allows the writer to pack more information into a single sentence without losing clarity—the definitive mark of a sophisticated academic register.