Generative AI impact on search is awash with conflicting data [Monthly Marcom]

One study finds traffic from generative AI converts at 23x organic search; another finds it converts at a far lower rate

We all suspect generative AI is changing behavior, but the degree of that change is awash in conflicting data.

For example, Martech reported on October 2nd that while organic traffic to websites is down, it’s of higher quality.

The article, in the featured section below, cites data from the SEO vendor Ahrefs that says “AI search visitors convert at 23 times the rate of traditional organic traffic.”

Later, on October 23rd, Search Engine Land, which is owned by the same publisher, reported data that is fairly contradictory.

Citing an academic paper, which reviewed 12 months of data for 973 ecommerce sites, it found, “ChatGPT referral traffic converts worse than Google search, email and affiliate links, trailing on both conversion rate and revenue per session.”

What about the other LLMs? “Perplexity, Gemini, Copilot, etc., are were negligible.”

The study authors say this won’t change anytime soon either: “Model projections suggested continued gains but no parity with organic search within the next year.”

Marketers should take the possible behavior change seriously and continue to experiment. I suspect we are at what one analyst firm’s market model calls the “peak of inflated expectations” for AI. We’re headed to the “trough of disillusionment too.”

Personally, I believe generative AI is so convenient that it will become ingrained in most marketing and comms activities. And despite its proven predilection for inaccuracy.

These two stories are the featured pieces below in this edition of the Monthly Marcom.

This monthly email newsletter is different from the weekly blog.
Sign up to get weekly blog posts here or catch the audio version on Apple, Amazon, Spotify or wherever you listen to podcasts.

Featured

• AI search is shifting traffic from volume to value

• ChatGPT, LLM referrals convert worse than Google Search: Study

Leadership, CMOs and CCOs

• Team development is the key to long-term business success

• Don’t sugarcoat: Fake compliments create confusion

• The startup board’s Hippocratic Oath

Marketing

• Chasm grows between buyers and vendors in sales & marketing

• Replaced by AI: 57% of agencies slowed or paused entry-level hiring

B2B Marketing

• B2B strategy: start with a story that builds trust

• Generative AI eclipsing traditional search in B2B product discovery

Customer marketing

• ‘Output only’ marketing made customers apathetic to feedback

Posts from Sword and the Script

• U.S. Exclusive: Propel, Signal AI announce “strategic partnership”

• PR and blogs are well-positioned to boost AI visibility, study finds

• Media pitching: Adding perspective to Michael Smart’s FAQs

• Does long-form content still have a place in the era of generative AI?

Public Relations

• Consider how an LLM will ingest and present your press release

• Do you know what LLMs say about your brand?

• PR consolidation is forcing in-house teams to become the agency

• Use metaphors to communicate clearly

• 44% of reporters have a negative view of generative AI pitches

Content Marketing

• Content relevance trumps personalization in B2B

• People still read long-form content and it matters more than ever

This monthly email newsletter is different from the weekly blog.
Sign up to get weekly blog posts here or catch the audio version on Apple, Amazon, Spotify or wherever you listen to podcasts.

Email Marketing

• Effective email marketing requires taking some risk

Advertising

• ChatGPT answers your question after this word from its sponsor

Media

• Why The Economist is launching a newsletter on Substack

SEO & SEM

• Google is still 210x bigger than ChatGPT in search

• Black hat GEO is real – here’s why you should pay attention

• AI search visitors convert 23x the rate of traditional organic traffic

• Side by side: traditional vs. AI search

Social Media

• Social media algorithms give the most visibility to disturbing stories

Marcom technology

• WSJ says Comet by Perplexity is the best AI browser

Good to know about AI

• AI’s monstrous energy use is becoming a serious PR problem

• What happens to consciousness when the brain is connected to AI?

• More articles are now created by AI than by humans

• The country of Albania appointed AI as a minister

• California becomes the first state to regulate AI

Measurement & Analytics

• Data silos and cross-channel hamper marketing measurement

This monthly email newsletter is different from the weekly blog.
Sign up to get weekly blog posts here or catch the audio version on Apple, Amazon, Spotify or wherever you listen to podcasts.

Publications and subscription options:

• Daily socials on LinkedIn or Twitter.

• Weekly Sword and the Script blog posts by email.

• Weekly podcasts: The B2B Marketing and PR podcast.

• Monthly Scripts newsletter by email or on LinkedIn.

Need expert help with Marketing or PR?

Sword and the Script Media, LLC is a boutique B2B tech PR and marketing consultancy. About Us | Services | Speaking

Do you have questions, comments or suggestions? Reply to this message.

Yours in marketing and communications,
Frank

----------------------------------------
Frank Strong, MA, MBA
Founder & President
Sword and the Script Media, LLC
PR | Marketing | Social Media
LinkedIn | Twitter

* Sword and the Script Media, LLC is a verified veteran-owned business.

Accolades:

• Named one of “50+ blogs, newsletters…favored by marketers” in 2024 by the Content Marketing Institute

• Judge for the 2024, 2023 and 2022 annual content marketing awards by the Content Marketing Institute

• Named among the “best 50 public relations blogs to follow in 2024” by PR Hive

• Named among the “20+ best PR & comms thought leaders in 2024” by Prezly

• Named one of “15 most kick-ass PR blogs in 2023” by Prezly

• Named one of “10 must-read PR blogs to follow in 2023” by Prowly

• Named among the “top 100 PR measurement influencers in 2022” (and 2021) by Commetric

• Named among the “20 PR influencers to follow on Twitter in 2022” by Prowly [Semrush]

• Named among the “100 most influential tech PR professionals in 2021” by Propel

• Named among the “top 100 PR influencers to follow in 2021” by BuzzSumo