This episode of the Marketing AI SparkCast features Aby Varma, founder of Spark Novus, a strategic partner aiding marketing leaders in responsibly adopting AI. Aby is joined by Todd Sawicki, CEO and co-founder of Gumshoe, an emerging platform designed to help brands understand how large language models (LLMs) perceive them and how to respond effectively. Their discussion delves into the shift from traditional SEO to AI-driven brand discovery.

Marketers will gain a clearer understanding of AI Optimization (AIO), Generative Engine Optimization (GEO), the workings of AI-generated responses, and strategies for aligning messaging with LLMs to enhance brand visibility. Topics Covered: - From SEO to AIO and GEO: Traditional SEO is losing relevance as LLMs shape how users discover brands - AI’s Personalization Power: LLMs provide contextual recommendations tailored to user behavior and profiles - Understanding AI’s Brand View: Gumshoe audits reveal how frequently and why LLMs recommend your brand to particular personas - AI’s Impact on Paid and Organic Search: Paid search is influenced as AI models prioritize answers above ads - Probabilistic Nature of LLMs: Discovery becomes context-driven and dynamic rather than ranked and deterministic - Gumshoe’s Methodology: Employs synthetic personas and chat interactions to assess brand visibility within AI - Training the AI Sales Rep: Brands need to actively influence how AI perceives and represents them - Key Channels LLMs Trust: Product pages, FAQs, knowledge bases, expert mentions, and academic citations are critical - How to Get Found: Crawlability, structured content, and AI query relevance now determine visibility Todd Sawicki is the CEO and co-founder of Gumshoe, a platform that assists brands in auditing and optimizing their visibility on AI-driven discovery platforms. His background includes roles at Disney, early internet startups, performance marketing, and developing programmatic ad platforms, culminating in his current venture, Gumshoe. LinkedIn: https://www. linkedin. com/in/toddsawicki