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Optimize Your Brand for AI Chatbots: The Future of Marketing
Mar 10, 2025 8:00:00 AM
Marketing is changing faster than ever. SEO used to be an integral part of every company's digital strategy, but now customer behavior is shifting...
Marketing is changing faster than ever. SEO used to be an integral part of every company's digital strategy, but now customer behavior is shifting drastically. More and more people are turning to AI-driven chatbots like ChatGPT and Perplexity to find answers, rather than traditional search engines. In fact, the use of AI search has increased by 37%, while search engines have seen a decline of 11%.*
With Gartner predicting a 25% decline in traditional search volume by 2026, businesses must rethink their approach to online visibility. If your brand has relied on Google search, it’s time to optimize for AI chatbots. Enter Language Model Optimization (LMO) - the new key to staying visible in this evolving digital landscape.
Content:
1. From SEO to LMO – What does it mean?
2. AI is changing marketing – are you ready?
3. The challenges of optimizing for AI search
4. AI Search Grader – your shortcut to LMO
From SEO to LMO – What does it mean?
LMO is about optimizing your brand's presence in large language models (LLM) and AI-driven search platforms. Instead of focusing solely on keywords and links, companies must now understand how AI interprets and presents their brand.
When customers ask questions in AI tools, answers are generated based on vast amounts of data. If your website and content aren’t structured properly, or if your brand lacks a strong digital presence, you risk losing visibility and relevance.
AI is changing marketing – Are you ready?
Recent research shows that AI and integrated technology platforms are crucial for marketers looking to build stronger customer relationships. Teams using an integrated CRM, like HubSpot, feel more confident managing challenges such as data protection, increasing customer expectations, and the need for authentic, personalized content.
In fact:
- 82%** of marketers felt their marketing strategies were effective in 2024.
- 87%** of marketers using HubSpot felt their strategies were effective.
- Only 52%** of marketers without a CRM felt their strategies were effective.
"Marketers need to ask themselves – In a year, will I feel that I've learned enough, tested enough, and developed our strategies enough to keep up with the changing landscape? The coming decade will be much crazier than the last. If the answer is no, adopt a mindset that embraces new technology and don't be afraid to act quickly. Or risk being left behind." - Kipp Bodnar, CMO, HubSpot
The challenges of optimizing for AI search
Manually reviewing how your brand appears in AI chatbots is both time-consuming and inefficient. You need to:- Visit different AI platforms
- Formulate relevant prompts
- Gather and analyze responses
Without the right tools, it's difficult to get an overall view of how your brand is perceived. That’s why HubSpot is launching the AI Search Grader – a free tool that helps you understand and improve your presence in AI search.
AI Search Grader – your shortcut to LMO
HubSpot’s AI Search Grader removes the guesswork and makes it easy to analyze and optimize your brand in AI-driven searches. The tool provides:- An overall rating of your AI presence
- A brand sentiment score to understand how you're perceived
- A share of voice score showing your influence compared to competitors
- Personal insights to improve your AI optimization
The future is AI – is your brand ready?
It’s clear that AI chatbots are here to stay. If you want to ensure your brand remains visible and relevant, it's time to adjust your strategy. By investing in Language Model Optimization (LMO) and using tools like AI Search Grader, you can stay ahead of the game and make sure you're reaching your customers, no matter where they search for information.
*HubSpot State of Consumer Trends Report, January 2024
**HubSpot State of Marketing report 2025
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/ Josefine Mellbrand - CRM specialist 🌺
