Brands turn to content series and Jimi Hendrix to improve AI search performance

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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Ikea’s CMO sees LLMs as the newest place a brand has to hold its line

Even the annual report is brand copy now as far as the LLMs are concerned.

They don’t separate the ad campaign from the investor documents. Put a question about a retailer to one of them and it pulls from the company’s site, product pages, press coverage and financial filings with little regard for who wrote what. For marketers, that widens the brand to every word about the company, much of it written by sources who have never seen a brand book.

“It’s not only about communication anymore, it’s also about other elements that go and get fed into the algorithm,” Vincenzo Riili, global CMO of Ikea Retail told Digiday in an interview arranged by Dentsu around its annual CMO survey.

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