We want answers fast. Not just any answers. We want relevant, peer-contributed, and verified answers. What happens if those answers are wrong, primarily when referring to your business and the offerings you provide?
In this episode of Politely Pushy, Eric Chemi peels back the curtain on GEO (generative engine optimization). The episode features critical considerations outlined by:
- Bospar Principal Curtis Sparrer underscores the need for a GEO and AI search solution to uphold brand safety and keep pace with LLM updates.
- Bospar VP of Social Media, Connor Grant, highlights how social media platforms have become archives that LLMs scrape for relevant data. One of the key platforms contributing to AI search results is Reddit.
- Yet, while Reddit is one of many sources for assessing brand visibility, Jennifer Devine, founder of Freshwater Creative, shares that diversification across signals and platforms is paramount.
It’s time for a new playbook. Tune into this episode for expert insight into GEO and its impact on your brand.
Click To Read Transcript
00:00
Welcome to Politely Pushy. I’m your host, as always, Eric Chemi. Today, we’re starting the year.
00:12
We’re talking about GEO or AEO. It’s all about the AI, the generative bots that a lot of people are using for their answers now, right? I don’t want to go to Google. I don’t want to go to a search engine to look through a bunch of links. I want the engine, the AI engine,
00:26
the chatbot, to tell me what the answer is. I want them to help make a decision. Which PR agency should I sign up for? Right? Which which social media vendor should I use? Which website uh marketer should I use? All of these things are coming up. And certainly for a lot of
00:42
our business clients, it’s, you know, which B2B software should I use for my specific industry, right? Which which AI tool should I use for this specific task? And then we’re getting answers in there. And as we’ve known, Curtis, we’ve seen sometimes those answers are wrong.
00:55
and clients are coming to us and saying, “We have a problem. AI doesn’t think we exist. AI doesn’t know exactly what we do.” So, what are the conversations here as we start 2026 that you’ve had in the last couple of weeks? Well, people have asked us how they
01:12
could improve their standing in ChatGPT and other engines and partly it’s been a matter of taking a look at what they have already and what sort of stories we can tell for them and I think that the challenge really with this space is that it is still evolving. We have eight,
01:35
nine different vendors who are all providing AI engines. They are all having their own rules and biases. And so what might work for DeepSeek may not work for Claude for example. And so it is a answer that frequently comes out as well, it depends. What do you want to do? And then what we
01:59
have to figure out is what sort of business outcomes they’re looking for. And Jennifer, you and I have been on several of these calls where people are saying they’ve discovered all sorts of crazy things on AI. And to me, it just makes me wonder why people are using AI
02:15
without double sourcing it against something else. >> Absolutely. The, you know, the things that are coming up. Um, and you know, we we typically talk a lot about RealSense and our experience with their launch and spin out last summer, but just recently
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again, we had another client that acquired and rebranded an organization and then were wondering why people were perceiving that they had actually um stopped existing altogether. uh because they weren’t sending the right signals about the the business acquisition, the
02:51
rebranding, the renaming, and these sorts of things. They weren’t getting picked up. Uh people were looking for them and were assuming that they were defunct. So, not dissimilar to what we were seeing with real sense. um looking at what’s happening within these
03:06
engines. Why are these answers um that and the responses coming back incorrectly and what can be done to send the right signals so that you can get that cleaned up and move forward and show up against the the right competitors, show up against um you know
03:21
the right in the right queries and responses when you’re wanting your company and your organization to be included. >> Connor, what does this mean? I I saw in a LinkedIn post the other day said, “A lot of the AEO conversation right now is getting stuck on the wrong question.”
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And you know, it’s about traffic and tactics and whether one channel is dead or winning. And and and this person’s post, he said it’s that optimizing for raw traffic misses the point entirely. You got to optimize for intent, prioritization, and making sure you show
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up in the moments and the questions that actually influence decisions. So, it’s more of a marketing problem than an SEO or an AEO problem. What do you What do you think about that? >> Yeah. Um, well, I guess I’ve been pretty active on LinkedIn recently talking
04:07
about AEO and GEO, especially when it pertains to social media because I think it’s super interesting. For so long, we’ve been conditioned to think of social as distribution channel and now more and more what I’m I’m viewing it as is a training training grounds for AI.
04:24
So all your public posts, your captions, comments, conversations, those are all really clear signals for AI. And so, you know, when you’re just having a CEO or uh you know, someone that you’re working with tell you the most important thing is getting so many likes or comments or
04:40
even social media followers right now on um you know, their channels. What they’re kind of missing is people aren’t going to channels as much as they are. they’re they’re looking um you know to go to these different search platforms to get information and social media can
04:57
help inform that narrative. And so where we’re going with this is like we are almost posting to seed content about ourselves. They like AI is hosting a scavenger hunt and our social uh media channels, our website, our blogs are all clues that bring people to the right
05:17
narrative that they want AI to tell people. >> One thing that I would like to kind of butt in on is that one of the kind of more heated conversations is how Reddit plays into the whole AI game. Because at a moment when we are all looking to improve our footprint there, there are
05:38
some people and experts who are saying, “Oh, Reddit is the place. You need to go to Reddit. You need to have your own Reddit platform.” Other people are like, “Whoa, you know, Reddit’s for this, Reddit’s for that. It’s not for what you think it’s for.” And you should use fear and
05:54
caution when you are looking at it as a marketing ploy. And Connor, I know you’ve kind of been at the nexus of that. >> Yeah. probably because I put you there. So, you know, what are you what are you hearing in terms of the different uh opinions about Reddit’s purpose and how
06:11
we can use it? Well, I I think it kind of basic like it’s a question that I ask myself and I I think I challenge you a fair amount and I vent to Jennifer about is is Reddit actually a social platform? And I think the answer can be yes and no. But more so I think we view it as a
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social platform where people ask questions, people participate, people build community. But I think AI views Reddit as a massive public archive of problems that have been solved and that people have answered really well. Um, you know, questions and it comes with
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experience. So, how to talk about a problem and AI looks at that and says even using this verb versus this verb makes this answer sound better. And so Reddit, I think like when you’re a brand being on it, right? I I think it’s really really different because we’ve
07:04
thought about branded social media as I have to have a LinkedIn page for my company. And if you do that on Reddit, you’re just going to get eaten live. And what you actually need is ambassadors and advocates to thoughtfully bring up your company in relevant threads. And
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that’s kind of where that starts. And so it’s less of a traditional we need to have a presence on it of how do we enter conversations and actually contribute value to where you used to be able to just you know whether it be post your way into relevance or advertise your way
07:40
into relevance or with enough impressions or followers people have to listen to me. Reddit doesn’t work that way and I think it’s like a very different conversation you have to have um where you know product marketing experts should be on that platform rather than you know someone just
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posting a press release again. So it’s a different way of participating. I don’t know Jennifer I feel like >> I don’t think you even need to participate right and this is part of what is um changing and evolving as we’re um interacting more with these platforms. being aware of what’s happening on
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Reddit. Absolutely. Because we understand that it is a huge learning source um and has been to date. We also know that it’s shifting away from being one of the main learning sources as these platforms develop new relationships and contracts and deals with other um media producers and
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content producers. So being aware of what’s there absolutely. Do you do you have to have a corporate page? Do you have to weigh into the conversation? Not necessarily. Is it beneficial if you have product managers and brand ambassadors and those sorts of things?
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Yes, you can use those types of strategies, but it’s going to be different for everybody. And what we would caution um across the board is there isn’t one way of winning this. The there you you have to be consistent across all of these platforms. um putting all of your eggs into one
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strategy or one basket or one platform because in this day right now in Q1 Reddit is you know sourced 40% of the time um by Q2 it could be a very different story and we want to have that um health across all of those signals and platforms. We know for certain that
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the third-party content from uh media uh wellreputable um media outlets for sure help with your credibility way more than owned content. Yes, first source your health of your website super important. the content on there, the consistency across your social platforms, owned content is
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sourced, but not as uh not considered as heavily or as reliable or credible as those third party sources. So, there’s a lot of work and there’s a lot of things um that that need to be considered across the board. And number one, the awareness of how you’re showing up
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everywhere you show up or are you even showing up? These are the kinds of things that that our clients need to be considering. Are clients are clients pushing back a lot? Like what’s the current client interaction? Is it that they they don’t want enough that you’re
10:26
trying to say you need to do more or is it that they’re they’re asking for the world and you’re saying we can’t get to there yet? Like you know in in some problems, you know, sometimes the clients they don’t want to move enough and in other in other situations they
10:39
want to do too much more than they actually need to do. Where where is the current status on on AEO and GEO? Oh, I mean it it varies drastically. Um we have some um responses that you know they’re very reticent to be um to come across as not knowing. So we will report
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back, hey, here are some great insights or here are some things that maybe you should take into consideration. Get into your internal teams, take it through to, you know, your other partner vendors that are that are working with all of the different pieces that you have uh
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within your within your strategy. Um, some of them are, “Oh, I already knew that or that’s already underway.” But we can kind of tell by the results of the of the reports and the analysis that we’re that we’ve done that they don’t have those things in place. And others
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are just can’t get enough of it. They want to know all of it. They want to have a a consistent flow of information and insight into um the different things that they should be doing across across the board. Um and and you know the media part of it um maybe some of the shifts
11:45
that we’re seeing uh a little bit of a heavier play on press releases. Some things that we might not have been putting out uh on on the wire in a press release format. That is another platform that has your content and it’s going to be consistent and it’s going to be a
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signal um to get into and a and a source of of learning for these platforms to be considering when they’re formulating their responses. I like I like what uh what you said that Curtis she mentioned you know using those press release platforms you in the past a lot of
12:14
companies say hey we don’t need the wire service we’re just going to post it on our website we’ll stick it on Twitter we’ll stick it on LinkedIn we’ll stick it on a few owned platforms like that but now all of a sudden do you need these validators or whatever the word is
12:30
right the the credible the the guys that say that you have credibility do you need to post now through these third parties is does the system reward does the AI system reward now back to a press release distribution wire like a businesswire kind of thing whereas maybe
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an individual person journalist a human may not have read that but maybe the robot does >> the short answer is it depends but >> that’s a terrible answer it depends >> you need t-shirts >> it depends but the overwhelming evidence right now is that AI has given these
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wire services a new lease on life because they cite them so often as repeatable sources. And so back in the old day when we would have a little test about, hey, if we’re going to write a press release, who is likely to do a story on it, now the arithmetic is,
13:25
okay, AI is always going to do a story on it, so we probably should publish a press release. We probably should do that. And so that’s now part of our council for clients. When it comes to how our clients are looking at AI and how important GEO and AEO are to them,
13:44
part of that comes to us from the clients themselves in terms of where they are seeing the most customer acquisition. Certain brands are telling us, yeah, the shift is dramatic where before people used to prioritize search and now they’re just going to ChatGPT
14:03
to ask questions. then that’s what we really need to overindex on. Other clients are saying consumer behavior or buyer behavior has not changed at all and so we need to keep doing what we’re doing. And that’s interesting. And I think that one of the things that really
14:22
is more important than ever before is the conversation we’re having with sales where we need to know how sales is feeling about their pipeline and how sales is seeing uh the customer journey because that really is helping us calibrate strategies that are better for
14:42
the companies we serve. Do you do you have a sense for when people are asking the questions of AI, is it open-ended or is it due diligence about the company? So let’s say in this case, hey, option one is I need a tech PR agency and you hope Bospar shows up in there. Option two is
15:00
tell me about Bospar, I already heard about them. Someone referred me to them. What do you know about them? Right? That’s a very different kind of question. and you want to be referenced in the open-ended one, yet you also want a lot of positive attributes in the closed end one. Which
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do do you feel like your clients are having more of one versus the other that they’re trying to fight? >> So, certain prospects and clients have revealed the different ways they found us. One person who was super techy said that he created this very detailed
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prompt and that prompt delivered Bospar at the top of the answer where he was asking for, you know, PR company that had really good tech experience that was really aggressive with media and was you know really going to overindex on providing senior support and this
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commercial brought to you by Bospar. I I wasn’t saying how >> it’s not just one person though that did that got those same results. Right. >> Right. Right. But other people just today a a major large company came to us and he revealed that all he did is he
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talked to people in his network. So the AI overlords haven’t taken over just yet. But when people are revealing their prompts, some prompts are pretty wide where it’s like, I’m looking for such and such that has people in New York and San Francisco. Other prompts, like our
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first example, are super super specific. But then these people will go and do a lot of drill down about, well, what about this? You know, I’m putting out this launch. And so eventually what happens is they get to a point where they think okay I just need to talk to a
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regular human being. I think that based on our experience with AI you do need to validate regularly. I can tell you that when I uh stayed abroad, for example, I thought I found the hotel with the perfect gym, the perfect layout, and instead I was out in the middle of the
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nowhere with the gym looking like it came from a set of a prison movie. And so AI isn’t perfect yet. And I am surprised that more people don’t uh confirm their findings with outside sources. >> I I guess I should’ve clarified I was using Bospar as the example. I I was I was more I was more
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thinking more like the the Bospar’s clients, right? Those B2B tech firms when they’re asking for help, are they asking to be are they asking to be seen in the open-ended question or are they asking to be clarified when someone is searching them in the AI?
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>> Yeah, it’s both for sure. um you know not dissimilar to um you some of the intention and and rationale behind SEO efforts which remain important uh because there’s a dependency between the two but they’re really coming um to ensure that they’re visible so they’re showing up within
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those open-ended questions as you know the the platforms don’t recommend you know they will give options but the options need to be uh the options provided need to be present for them to be able to provide them. So um they want to be there when those open questions
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are being uh being presented to the platforms but they also want to make sure that when they do show up it’s accurate. Uh so some come when they’ve identified an issue with inaccuracy. Um others come when there’s um you know lack of visibility. I searched on things
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that we should be showing up for and we’re not showing up. Um, and then we we need to talk a little bit about this isn’t about ranking the same way that SEO is. Um, it’s it’s really about giving the right signals loudly enough and consistently enough that they’re
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picked up and consumed uh and then brought back within the responses that the platforms are are giving to to the users. >> Yeah. And I I would say Jennifer just you know when we’re talking about signals and this is mentioned a little bit early you know I think something
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that AI is doing is almost like creating a checklist before it gives you an answer right so it’s like it looking at your website copy your newsroom press coverage thought leadership social media and third party mentions and like if you fit three of those five criteria then
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that’s like that’s considered good right maybe four or four out of five out of five and so when clients come to us >> it’s like a checklist though I don’t want to the idea that there is a checklist, >> right? There’s we don’t know what we don’t know yet, but it’s kind of like
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when someone comes to us and like talking to us about their strategy, like they might already be doing two or three of those things really well. So, our job then is to use a tool like Audit*E and help them figure out how to do the other two that they’re not doing well. Yeah.
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So that they can show up in both a open-ended question and more of a due diligence thing. >> Yeah, absolutely. the um you know and often those recommendations if we’re you know if we’re going to talk about lists often included in those to-dos are things like um the the schema on your
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website. So this the schema is something that that came into being uh you know probably over a decade ago uh the the Google knowledge graph and and bringing that information in. People were really all up um and interested in knowledge panels when those were popping up. um
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those are not as as prevalent now, but schema is really really important as part of the organization of the content on your website. So that again you’re giving those easy little uh pings to say hey this is what we are. This is who we are. This is what we offer. And then the
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platforms um can go a little bit deeper into the content uh once they know what that content is that they’re going to be accessing. So looking at your schema, looking at your about page, um we’ve talked about this in depth. Uh often minimized, often people thought, well,
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they’re not they’re they’re here to talk to look at our product. They want to understand more about our, you know, the the the product offering and our services and the functionality that we um but really these are these um queries are coming in and they’re wanting to
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know who’s the leadership um how long has the company been around so that it can substantiate is this the right organization that is being even queried or asked about. Uh so having those really kind of lowhanging in-house type things that you can be doing in your own
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um website and uh online profiles, your LinkedIn descriptions, your uh you know Dun & Bradstreet and all of these different areas that you’re showing up your Crunchbase, are they up to date? Are they accurate? Um these are things that it can be easily taken care of. And
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then the bigger strategy where the real credibility comes in is that third party content that coverage and and uh media that really look at and you know get that story out there as as a credible source. >> The hair for media >> I’m not selling. I’m just I’m just
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telling the truth. Hey UFT has research on this. Okay. It’s not just us as a as an agency and a group of of uh PR professionals and marketing professionals that are saying this. There is academic research that substantiates what we’re saying here. And it’s up to us to keep up to date on
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it and make sure that what we’re telling our clients is the truth um and when it changes how they need to shift uh their approach and their strategies and how we can help support them in getting the best results. I like I like what you said about the Crunchbase thing as an
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example because there’s a lot of other third parties that have information about your business. I think about Yelp reviews for example, you know, some people obsessed about Google reviews, >> Glassdoor >> but then yeah, but then like Yelp will have two one-star reviews and you just
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ignore that, but it just sits there and it gnaws at the system, right? And I think it’s a good reminder now you need someone or a service or an agent or just an employee, somebody. You got to make sure that all these third parties talking about you that that’s all
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buttoned up, right? Let’s say in a in a retail case, are the store opening hours always correct at every single place? Because you’ll say Google says one thing, Yelp says another, Facebook says another. What is the engine supposed to do with that? So, I think it is a good
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reminder about all the people that might be talking about you that have at least an opportunity to be corrected. you should try to correct it. >> Yeah. Yeah. Absolutely. They you know the the one example that that I mentioned earlier that we were that we
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had this week. It was a MapQuest listing and we all remember MapQuest. No. >> Oh, I loved MapQuest. >> But it was something that was coming up for the previous company name that had been acquired and rebranded and all of these things, but here it is. Oh, well,
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you know, it’s it’s just for sure looking at all of those signals that are that might be hanging around out there. Often they’re scraped. It’s not that somebody fired up this information. Um these these scraping sites, get um a listing for you and it might have been
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done 15 years ago. So really just making sure that you got all of the little dust mites out of the corners and and that you know things are cleaned up and and reflective of current state. >> Curtis has a lot of awards behind him. What what will the next award-winning
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campaign look like in a world that has to take into account for Grock and Claude and ChatGPT and Gemini? Like it’s going to matter now. >> It is going to matter. I would say that we already have been recognized for our work uh with RealSense and we kind of
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alluded to it anyway, but for those of you who are just now tuning in, RealSense came to us as they were being spun off by Intel and said that ChatGPT and other AI engines had listed them as dead. And that was in part because of a teeny tiny blog that no one could
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contact and correct the record. And that’s what inspired us to create Audit*E so that companies could understand what was out there and more importantly understand how to fix that problem. And so our work with RealSense has already been award-winning. We’re hoping for
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more awards as the uh months go on. So fingers crossed there. And I think that what I’m seeing from other PR executives is more companies wanting to create solutions that reflect how people are leaning into AI, whether it’s when they’re trying to diagnose a health
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problem or diagnose a tech problem. And I think as we do more and more of that, we’re going to come up with more clever ways and more compelling ways in which that can be done. >> Yeah, >> definitely. I think the um it’s going to be included top of mind in the more requests that
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we’re getting uh from from clients. You can’t um exist in the world today without having an awareness of AI platforms, how they’re impacting uh people’s work, people’s search habits, people’s um just lives in general. Uh and it’s and it’s changing, I think, far more rapidly than any
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technology that that we’ve adopted um across, you know, across the decades that I’ve worked in marketing. Um there’s been a lot of change in the technologies that we’ve used, but none have moved as rapidly um demanding as much um as many check-ins regularly. We
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need to keep daily almost daily on top of what’s changed across the board. And you know, we do have Audit*E um that we use to satisfy a need that we had to help serve our clients better and more quickly. Um rather than, you know, sort of manually hitting all of these
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platforms individually, gathering in the responses, analyzing the responses, and coming back with some insights and recommendations on what should be done. we now have a platform that can pull that all together a lot more quickly and help us get to that kernel of um change
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that needs to happen. Um or the the the that kernel of opportunity of where you can get to the next level. Yeah. Hey, you’re doing really well, but you know what can you do to refine that and get you even better results of how you’re showing up. So it’s it you know AI is
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just changing across the board and part of what our clients need to keep in mind is that they need to be on top of it and the change they have to have a partner really that can help them because I think that uh like you were saying Eric that unless they have somebody in house
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that they can dedicate to keeping on top of this stuff having a partner that they can lean on um that that has the the information and and the learnings and the research and the guidance I think is something that more and more is going to be prevalent in what they’re looking for in an
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>> You can have an AI have that job. The AI goes and surveys the other AIs to make sure you’re good. No, I I joke here. >> Yeah, we created a new job. Like now it’s the person who’s checking all these things. They say AI is going to destroy jobs. Like, well, someone’s got to make
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sure the AIs are correct, right? So, I guess that’s a human for now. Yeah, it’s it’s changing jobs for sure, but it’s um it’s creating new ones. Um and it’s not something that you know that Curtis had said earlier, not something that you just accept as the source of truth. We know
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that they don’t go very deep. We know that they’re, you know, they have builtin parameters to stop them from um getting too far in. And that’s why you have to have that organization because we’d burn up all of the water in the world, you know, using AI if they were
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allowed to do all of the things that they could do. Um, but we need to still check, right? You need to have that um that >> you need an editor. >> Spot an editor. Yeah. >> Yeah. You need an editor. >> Yeah. >> AI editor. >> No, it’s true. Will the AIs get smarter
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though at some point if they realize, oh, here come all the companies and PR firms trying to mess with our algorithm and mess with our source content. Will the AI start to realize that and start ignoring certain kinds of content or say we’re going to look at something else
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instead because >> better product though for the consumer, right? That’s what it ultimately goes. >> It’s not the AI, it’s not the AI doing that. It’s the companies behind the AIs, the developers and the strategists that are saying, you know, how do we and
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again going back to the SEO world because it’s it’s one that people tend to be a little bit more familiar with and comfortable with. Uh Google changed the algorithm regularly >> and they didn’t provide insight into exact, you know, you had to look at what happened after,
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>> right? What were the tremors? What were the results? How how did things fall out? Um and and that was the development team and and Google strategy that drove that and and it’ll take you know it’ll be the same except you’ve got it amplified across nine and growing
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different platforms um across the board. So the volume of that um change it’s you know it’s it’s it can be daunting for sure. Um, but yeah, the the AIs will get they’ll get smarter because the companies are learning more and and getting smarter and as they’re
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developing their product and and as they decide how can they better monetize this, how can they um how can they get themselves ahead of the the competitors that that are in play right now, it’ll it’ll consistently um be be change changing going forward, I think. Yeah,
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if I could just interject there, Jennifer, I think it’s super interesting to think about that because you you you can look like you can look at social media in the mirror and see the exact same changes of how over the last 15 to 20 years the platforms have adapted to,
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>> you know, best serve whoever is at the reigns, right? And so it used to be, you know, this is a distribution channel, I can keep in touch with my friends. And then the algorithm changed. And then all of a sudden people are doing things and guessing at what the algorithm was. And
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then they were just like, you know what, the algorithm is actually about how much money you pay us. It’s not or or how many how much you can get people to stay glued on this platform. It’s not about likes or comments or followers. It’s about what best serves our interests.
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And I think there will be a time that, you know, that comes with AI as well. But I think that you can also flip that on its head. And the the part two of that would be how does AI best serve our interests, right? And like we are users, as much as they need someone to use it.
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So as much as they’re using their data to train uh or our data to train them, like what are we taking away from like train us how to use it well or train us what what how it wants to be in our lives or what um prompts we’re using, right? Like I think that because it’s so
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personal and our data that we produce on a daily, weekly, monthly basis and even stuff that we did like we were talking about with RealSense years ago is being used to create these models like we we probably have more say in this than than we even know right now. And so maybe
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thinking about what role we want AI to play in our lives is an important thing to think about. And especially if you’re a brand, right? Like I don’t know. It’s always like what what good does it do for the local coffee shop? Maybe they haven’t asked that question yet, but
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it’s like before they sign up, I think they’ll be asking like that question more than like just running to go start a Facebook page back in like 2010. >> So something I I think about a lot at night or during the day, I don’t know. >> So who is we’ll end on this. Who is the
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person? As Jen said, you need someone like full-time. You need someone to be all over checking to make sure all these things are. Who’s the person doing that at Bospar? Do we have someone doing that or is Audit*E is Audit*E our our machine? Who’s making sure that every time
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someone says tell me about Bospar they’re getting the their exact correct answer? Do you know Curtis? >> Well, there’s a couple ways we’ve handled this and you know way back when and it seems like we were so innocent back then. We created Push*E so that
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Push*E could provide anything about Bospar at I’m not. >> Yeah. >> Yeah. Yeah. >> And that was revolutionary at the time. And now >> it was only last year, I think. Right. >> That’s like maybe it was the year before. It all goes late. But yeah, it it wasn’t that
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long ago. Um but yeah, it that’s just another signal of how long how fast things change, right? Sorry, I interrupted Curtis. Um that’s one of the things we did. >> Well, interrupting me is fine. In fact, terrible. I’m so good at it. >> I I would say that right now when it comes to
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Audit*E, that’s technology that we’re going to be revealing as a self-service model. And so that you know smaller companies who may not be able to handle a full-fledged PR firm like let’s say your Eric’s hair salon for lack of a better enterprise they
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probably don’t have the resources for that but they would benefit from knowing how they could improve themselves if someone was to type in hair salon San Francisco 50 to 100 buck haircut. that’s something that you know a small business would benefit from and you know that’s
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where we see the opportunity for it. Uh right now however Audit*E is something that we have to provide uh where we are walking a client through the findings and as well as our thoughts about what they can do to improve themselves and so that’s kind of the next step.
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>> I love it. I love it. Any any other final words before we go? >> Uh yeah, I would just like to say like, you know, we’re talking about like a AI, GEO, and things of that nature. I I think it’s really important to always proofread what is produced by AI. I I’ve I’ve seen recently from
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>> people and even like new college grads who are sending out feeler emails, they are just letting AI produce content and not even going and checking in. I think we talked about that a lot. >> Straight copy paste. They’re not >> straight copy and paste and like you
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know I think that we still need to remember that at the end of the day the end user is a human >> and they want that they want that human touch. They want that uh personalization. So >> for now the end user pretty soon pretty soon it’s going to be like we get all
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these emails and we have AI read all the emails and just read all this that was sent to me by AI and then you tell me what to do without me having to read it directly. >> Yeah. I think the be I mean right on with Connor it’s um you know when we’re doing reports for our clients we’re
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doing these analyses we’re we’re we’re bringing our findings in we are using AI platforms and we’re we always validate everything double check that it’s true because there is just um no telling what little switch has been changed with the you know within the platform programming
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how they’ve weighted the sourcing the and exciting and it you have to check it and it has to have that human eye. Nobody wants to be caught with their pants down being told, “Oh, that’s so clear. That’s AI. You used AI. Did you use your own brain for it?”
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We have decades of experience that we bring and it’s, you know, it’s great to have um these tools that help us execute faster and and and summarize and and bring in tons of data that would take a human a long time to uh but you got to check it. You’ve got to make it your own
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and you’ve got to add um you know, these AI platforms do not have decades of experience. They have reams of content of other people’s content that they’re processing, but it has to go through that that logic, that strategy, that that insight that only a human brings to the table.
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>> And I think it goes back to what Connor saying, like the the younger graduates who are just popping the whole thing in. They’re not looking at it. Goes back to what we started with as we’re ending with like the whole point is we we as as companies want to get these systems
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accurate because there are a lot of people who are just going to take it like gospel, right? Because a lot of people won’t double check. It’s important that that we as let’s say a PR firm or or the clients that that trying your best to make sure that it says what
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you want it to say because a lot of people are not going to double check >> on you to double check for them effectively. >> Yeah. And I maybe maybe there’s some I probably have to research this, you know, generational use of of AI um for me. Um you know, and I don’t know across
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for for the rest of you, >> I would be aghast if I used an AI platform, copy and pasted into a you know, into a client communication or a report or something and then got caught >> got caught. But I maybe the younger generations, I got teenagers, you know,
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they they could be just like, “Who cares if people know it’s AI? I’m using AI.” Of course, everybody knows I’m using AI and it’s just way more acceptable um by by that, you know, by that age that they’re using these tools. Um but I don’t know. I think it’s that’s
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interesting to me actually. I’m going to look into that a little bit more and see um if if you know there’s just not there just don’t maybe they just don’t care, Connor. They’re sending us their resumes that are copy and pasted straight out of AI. They’re just like, of course, it’s
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AI. They know it’s AI. I know it’s AI. >> Am I too old school to be like, if if you’re not going to bother to to write me an actual email, why am I a human going to bother to read it? >> Just delete it. Curtis, last word for you. >> Only time I’ve been caught with AI is by my mom.
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>> Oh, no. >> Oh, wow. My mother >> is legend for sending like a Magna Cardo size text message and it is just so allencompassing and it’s it’s truly not what text messages are for. that she’ll send this, you know, four score in seven years ago email or text message to me
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and I’ve used AI to say, “Okay, I need to hit the salient points and sound like myself.” And my mother is like, “You were too nice. You’re using AI. I could just tell >> that’s not you. That doesn’t sound like you, Curtis.” >> No. No. It’s not clipped enough. It’s
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not, you know, blunt force enough. So yeah, that that’s when people know I’m using AI when I’m too nice. >> That sounds like we need to tweak the AI’s instructions to be less nice. This is not a Curtis problem. This is a we just got to optimize that AI instruction.
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Make sure you really understand the voice of Curtis. >> Yeah. Just scrape a bunch of your your texts back. >> Scrape a year’s worth of Curtis’s text and only give me something that looks like. >> Make your response sound like me. >> Right. No emoticons, no emojis, just like thanks,
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>> words with a period. Uh, thank you everybody. This has been great. Uh, I guess next month everything in AI is going to be totally different. So, we’ll do it again in four weeks with all whatever all the new models are up to. >> Yeah. >> Thank you to my guest and thanks for
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listening. Subscribe to get the latest episodes each week and we’ll see you next time.