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Major Brands Revise Content Tactics as Consumers Turn to AI Search Tools
Marketers at Coach, American Eagle, Chime and other brands are adapting content and research tactics as consumers turn to AI tools like ChatGPT for product discovery. Insider reported on their approaches based on interviews with six chief marketing officers.
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Chief marketing officers at several major brands are revising content and research practices to improve visibility inside AI answer engines such as ChatGPT and Gemini. Insider reported that the shift follows data showing roughly half of U.S. consumers now use AI-powered search to evaluate and discover brands.
A Similarweb study cited by Insider found that users were on average 2.5 times more likely to visit a brand site recommended by ChatGPT than a competitor site. American Eagle CMO Craig Brommers told Insider that AI search visibility is now one of the team's central priorities. Chime CMO Vineet Mehra said the industry is actively discussing the move from traditional search to AI search.
Brommers is using Optiversal to generate thousands of articles for the company's site, Reddit and blogs. Mehra relies on Profound and AirOps to track how the brand appears in AI responses. Coach CMO Joon Silverstein conducts hundreds of hours of in-home interviews in New York, London and smaller cities to identify the precise questions consumers ask AI tools.
Fruitist CMO Fadi Karam ensures the company's website, CEO statements and social posts highlight distinctive product attributes. Bobbie CMO Kim Chappell has increased YouTube video production to answer common consumer questions. Yahoo CMO Josh Line said the company is expanding onto YouTube, Reddit and podcasts.
Insider reported that SEO specialists advise brands to maintain authentic presence on Reddit and YouTube, which AI models frequently cite, while warning that self-promotional content can be ineffective on those platforms.
