Brands can’t tell ChatGPT how to talk about their products. One of the things they can do, however, is invest in more branded content, on their website or elsewhere, in an effort to give the models beneath chatbots used by consumers more to work with.
It’s leading companies like guitar manufacturer Fender and amp-maker Marshall to invest in website experiences and editorial content.
Fender’s interim CMO Kelly Magrath told Digiday the company had undertaken an overhaul of its website, aiming to turn it into a “front door that we can use as a storytelling platform” for the storied brand.
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