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AI对话框正在涌入“广告”
Di Yi Cai Jing· 2025-07-24 04:19
Core Viewpoint - The rise of AI chat software is shifting brand marketing focus from traditional search engines to AI platforms, leading to the emergence of a new marketing strategy known as GEO (Generative Engine Optimization) [2][8][9] Group 1: Marketing Shift - Brands are increasingly interested in AI chat software due to its significant traffic, especially after the popularity of platforms like DeepSeek [1][4] - The concept of GEO is derived from SEO (Search Engine Optimization), where marketing companies adjust content to be more easily captured by AI [2][5] - Marketing companies are now tasked with optimizing content for AI platforms, which involves understanding AI's logic and user behavior [4][5] Group 2: Industry Dynamics - The advertising revenue from search engines is being challenged as user traffic shifts to AI chat platforms, with Google and Baidu experiencing market share declines [8][9] - In the first quarter of 2025, Google's advertising revenue was $66.89 billion, while Baidu's online marketing revenue was 16 billion yuan, indicating a competitive landscape [8] - The emergence of GEO has led to a significant increase in demand for AI-related marketing services, with some companies reporting a fivefold increase in GEO orders compared to traditional SEO [7][9] Group 3: Trust and Content Quality - Users tend to trust AI-generated answers, often perceiving them as authoritative, which presents both opportunities and challenges for brands [11][12] - There is a concern about the quality of content being generated for AI, with some marketing companies producing low-quality or misleading articles to increase visibility [12][13] - The lack of tools to measure the effectiveness of GEO compared to SEO poses challenges for brands in quantifying their marketing efforts [10][12] Group 4: Regulatory and Ethical Considerations - The blurred lines between advertising and content marketing in the context of GEO raise questions about compliance with advertising laws and consumer rights [15][16] - There is a growing need for regulations to ensure that AI-generated content does not mislead consumers, as the trust in AI could be compromised by poor-quality marketing practices [17][18] - The industry is contemplating how to balance commercialization of AI platforms with user experience, as well as the implications of personalized AI responses for marketing strategies [18]