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Johnny Molson:
Love AI or hate AI? There’s no escaping customers are using AI. And thanks to Google, they’re using AI whether they know it or not. So the question is if we’re to help businesses navigate all of this, how could anybody possibly know what AI is looking for?

Dave Doetsch:
I asked the AI. I simply went to the AI, whether it was Google Gemini or ChatGPT, those are the two that I commonly use, and I asked.

Johnny Molson:
What did you ask?

Dave Doetsch:
I simply asked the question, how do I maximize AIO and AEO? What came from Gemini and what came from ChatGPT were 95% in alignment. And one of the key variables that comes into play is the desire for consistent, fresh content. Consistent, fresh content.

Johnny Molson:
AI doesn’t just want an answer to the question, it likes lots of answers to a question.

Dave Doetsch:
So when the AI is going out and looking, it first says, alright, here’s the question that the user is asking. Who’s answering this question? How often are they answering this question? How many different ways are they answering this question?

So now it’s not only can you answer the question, but what else can you add that differentiates it to answer the same question three, four, five, six different ways. An example that I’ve used is I like golf. And the first video that they usually tell you in in golf, if somebody’s looking for instructional videos is how to hold the golf club. So now I’m seeing people who create content answering that question multiple ways.

How do you hold a golf club if you’re a young golfer, an adolescent? Right? How do you hold a golf club if you have arthritis? How do you hold a golf club differently based on the weather?

So the AI is gonna lean towards those who answer that question in different ways and the willingness to come back and answer that question over and over again. So now you have to look at what are the questions that need to be answered and how many ways can you answer it that will make the AI give you authority?

I’ve kind of joked and said, every business now has to look at it. They’re gonna have to create their own metaverse.

Right? So it’s like, not only do you have the brand and we want people to know the brand, not only do we want to know the brand, but the recall cues and the stories, but now there’s gonna have to be all kinds of different story arcs to keep this building and growing so that the AI keeps being fed. And there’s you’ve got to find a way to be organized with it as to, alright, do we want to talk about the customer service department? Do we want to talk about a club that we have? Or do we want to talk about that customer that was in the most difficult situations and we helped them out?

And the answer is yes to all of it. Right? But now what is the story that’s going to shape that? So for us and the Wizard Partners, it’s a huge opportunity because not only are we writing and creating stories for potential customers to hear, we’re now doing it so that the AI is bought into the brand and can repeat the brand and tell the story of the brand when asked.

Our meeting in August, we had a break and we went outside on the the second floor patio there and Roy just started talking about some things he and Ryan Deiss were talking about and experiencing. Businesses are gonna have to look at putting some form of content out daily that’s maybe a minute in length. Every day, a minute in length. And you’re gonna put that out in the social universe, but you should have tags that bring it back to your website, tags that bring it back into other elements of social media. And now, if you want to satisfy Gemini, you’re gonna want to get that up into YouTube and YouTube shorts.

So Roy talked about that and that got my brain going.

And what’s interesting is the amount of businesses that are excited about this. The amount of businesses that are saying exactly what you said, I need that help because if I now suddenly have to do this and I have, you know, that’s another job. Another job that I don’t have time to do. I need somebody else to do it and the thing we keep telling them is that business needs a script for all of this.

It needs a script for all of this because again, you go back to the dynamic that I brought up which was the the metaverse. All the metaverse, if you take the Marvel movies, they all start with a script.

And then everything else is built from there. And that’s where I think our opportunity comes next is we’re building the metaverse for those businesses and we’re gonna keep bringing the stories.

Johnny Molson:
It turns out AI is looking for the thing we’re particularly good at.

Dave Doetsch:
It loves stories. It loves stories because it’s out every day constantly looking for information on behalf of different topics. I’ve shared that it’s kind of like Pac-Man and it’s eating those pellets and it’s eating those pellets, but what it really wants is the good stuff. So it wants to eat that coin so that it can go after the ghosts and the ghosts are the premium content.

Right? That’s what it really wants. So it makes it easy and then you get a satisfied user. When it goes out there and it’s looking for information, let’s say it goes to a website and that website has got details all over the place, but it’s really not shaping a story.

Well, the AI is gonna shape the story on its own. And it’s gonna shape that story on its own based on all the other elements that it’s gone out there into that universe to find. You know, you and I even witnessed this with a customer that we’re working with where the AI did what human beings do. It went to the reviews that were negative in their local SEO.

Right? And and why do they go to those reviews? Well, if you look at the positive reviews, the positive reviews are short. Five stars, great job.

Four and a half stars took care of my problem. You go to the negative review, it’s longer. There’s more content. So guess what the AI did?

The AI went to the longer form content and consumed it. If you don’t give a story, then it’s going to it’ll find a story. Yeah. It’ll find a story.

And like we talked about, if that story is dissatisfied customers, uh-oh.

Somebody can say, well, why should they trust us? We don’t understand AI. That’s not the point. It’s not about understanding AI. It’s simply asking AI what it wants and it will tell you it wants stories, it wants information, it wants it fresh and consistent and now, we can come to the table and say, oh, we can create content.

That’s not a skill set we lack. But really, what it wants is consistency and frequency of an anchored message that helps answer its questions. It’s that simple.

Johnny Molson:
Same answer to the question we’ve been giving for thirty years.

Dave Doetsch:
Exactly. How human beings remember, and now how AI remembers something, it hasn’t changed. Just the vehicle that it’s communicated in has changed. And we have to keep that in mind because sometimes when the technology changes, people think the whole dynamic changes, and that’s not the case here.

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