Diving into the fast-evolving world of AI and digital marketing, I’m thrilled to sit down with Milena Traikovich, a seasoned Demand Gen expert who has dedicated her career to helping businesses craft impactful campaigns for lead nurturing. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers invaluable insights into how brands can navigate the transformative influence of conversational AI tools like ChatGPT on visibility and reputation. In our conversation, we explore the shift in consumer search behavior, the critical need for narrative control in AI platforms, the challenges of maintaining a strong digital presence, and actionable strategies for brands to stand out in this new landscape.
How has ChatGPT reshaped the way people search for information compared to traditional search engines?
ChatGPT has fundamentally changed the search game by offering a conversational, almost personal experience that feels like talking to a trusted advisor. Unlike traditional search engines that spit out a list of links, ChatGPT delivers direct, synthesized answers, often pulling from a vast pool of data to provide context or insights. Its ability to generate content like articles or summaries on the spot makes it a go-to for quick decision-making or product comparisons. I think this shift is why so many users—77% according to recent stats—see it as a search tool, and it’s become a daily research companion for over 190 million people.
What unique features of ChatGPT make it such a compelling search tool for users?
What sets ChatGPT apart is its conversational interface and adaptability. It doesn’t just give you raw data; it interprets your questions, offers nuanced responses, and can even tailor answers based on follow-up queries. Features like generating images, code, or videos alongside text make it a one-stop shop for diverse needs. This versatility, combined with constant updates—over 20 since its launch—keeps it relevant and engaging, making users feel like they’re getting a customized experience rather than a generic result.
Why do you think a significant portion of users trust ChatGPT more than other search engines?
I believe it comes down to the sense of immediacy and authority ChatGPT projects. About 30% of users trust it over traditional engines because it often delivers clear, concise answers without the hassle of sifting through multiple websites. It feels like getting advice from a knowledgeable friend. That directness builds confidence, even if the information isn’t always perfect. People are drawn to the simplicity and the perception that it’s cutting through the noise of endless search results.
Why should brands care about how they’re portrayed on platforms like ChatGPT?
Brands need to care because ChatGPT is shaping narratives for millions of users daily. When people ask about a company or product, the AI’s response can influence perceptions instantly—whether it’s a consumer, employee, or investor. If a brand isn’t actively managing its presence, it risks being defined by outdated info, competitors, or even misinformation. In an AI-driven search world, visibility on platforms like ChatGPT isn’t optional; it’s a critical piece of maintaining trust and relevance.
How does ChatGPT’s narrative-shaping ability impact a brand’s reputation?
ChatGPT acts like a storyteller, piecing together information from the web to craft a narrative about a brand. If the available data is positive and authoritative, that story can boost credibility and attract customers. But if it pulls from negative coverage or incomplete sources, it can paint a damaging picture. Since users often take these responses at face value, a skewed narrative can erode trust fast, making it vital for brands to feed the AI with accurate, consistent content.
What are the potential risks for brands that neglect their presence on AI platforms?
The risks are huge. If a brand isn’t proactive, gaps in their digital presence get filled by competitors, negative reviews, or outdated content. Misinformation can spread unchecked, and crises can spiral out of control before the brand even notices. Without a strong footprint, they’re essentially handing over their story to others. This can lead to lost trust, diminished market value, and missed opportunities to connect with audiences who rely on AI for information.
What are some of the biggest hurdles brands face in controlling their narrative on ChatGPT?
One of the biggest hurdles is the sheer unpredictability of how ChatGPT sources and interprets data. It pulls from live web content, so if a brand’s digital presence is weak or inconsistent, the AI might overlook them entirely or prioritize less favorable sources. Additionally, brands often struggle with the technical side—structuring content for AI discoverability isn’t something most are used to. It’s a steep learning curve, and without the right strategy, they’re playing catch-up in a space that moves incredibly fast.
How does a weak digital footprint affect a brand’s visibility in AI responses?
A weak digital footprint is like being invisible. If a brand’s website, social media, or thought leadership content isn’t robust or optimized, ChatGPT has little to draw from. This means the AI might skip over them or default to third-party sources that may not align with the brand’s message. Essentially, a thin online presence leaves brands out of the conversation entirely, letting others—often competitors or critics—define who they are to users.
How can proactive reputation management help brands tackle misinformation on AI platforms?
Proactive reputation management is like having a radar system for your brand. By constantly monitoring what’s being said on platforms like ChatGPT, brands can spot misinformation or negative trends early and respond before they escalate. It’s about creating a steady stream of positive, accurate content across owned and third-party channels to drown out falsehoods. This approach also helps address emerging threats, like a viral complaint, by ensuring the AI has access to the most current, credible narrative.
What advice do you have for our readers who want to strengthen their brand’s presence in the AI era?
My advice is to start with the basics but think long-term. First, audit your digital ecosystem—optimize your website, social profiles, and executive presence to ensure they’re consistent and authoritative. Invest in credible third-party content, like industry articles or reviews, to build trust with AI algorithms. Structure your content with clear, keyword-rich language for discoverability. And don’t stop there—monitor your brand’s mentions on AI platforms regularly and be ready to adapt. The AI landscape moves fast, so staying proactive and agile is the key to owning your narrative and building lasting visibility.
