How brands can adapt content to own the AI Search Revolution

Artificial intelligence is fundamentally changing how consumers search for and discover products. AI-powered search platforms like Rufus, ChatGPT, and Google's AI mode now serve highly personalized results based on individual search history, purchase behavior, and location—meaning two shoppers searching for the same product can receive completely different recommendations.

In this conversation, Mike O'Donnell, SVP of Innovation and Business Transformation at Flywheel Digital, sits down with Jamie Renick, VP of Content Studio, to explore what this shift means for brands competing in digital commerce.

‍The core insight: brands must now build content strategies optimized for both SEO (Search Engine Optimization) and GEO (Generative Engine Optimization) to remain visible. The old playbook of keyword stuffing no longer works. Instead, success requires creating authoritative, conversational content that answers the real questions consumers are asking.

‍Brands that create content ensuring they are part of the AI-generated conversation will win. This means mining your product Q&A sections for consumer insights, maintaining consistency across all channels, optimizing backend data, and breaking down silos between brand and e-commerce teams.

As Mike puts it: "This is one of those moments we will look back at in two years and things will actually be very different."

‍Key Topics Covered:

• How AI personalization is reshaping the path to purchase
• Platform-specific optimization strategies (Amazon Rufus, ChatGPT, Google AI)
• Why your Q&A section is a content goldmine
• The biggest mistakes brands make with generative search
• Why brand and e-commerce teams must work in lockstep

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