There's no question that AI is reshaping every part of digital marketing. Whatever your stance on AI in marketing, there's a way to capitalize on how widely people now use it.

People ask AI tools everything from "What should I make for breakfast?" to "What are the best universities in my state?" Now that customers turn to AI search engines for recommendations, AI needs to be part of your digital marketing strategy.

How to Include AI Search in Your Marketing Strategy

Identify the top AI queries in your industry

Start with an AI visibility tracker that works for you. Several SEO platforms now offer these tools, and some website builders, like Wix, include AI visibility tracking in certain plans.

These tools help you monitor how your brand, products, services, and content appear in answers from AI-powered search engines and chatbots like ChatGPT, Gemini, and Perplexity. Use them as a new source of market research: AI market research that shows you what your customers are asking.

Fill your website with content that answers those questions

Once you know what customers are asking AI tools, make sure your website answers those questions clearly. Develop blogs, new site sections, or new menu pages based on what people want to know most. Content marketing paired with AI market research will be your best friends.

Make sure your website is crawlable

With the right content in place, the next step is technical. Work with your developer or IT team to make sure AI search bots can easily crawl your website. Your goal is to make your site a reliable source that AI-powered search engines and chatbots like ChatGPT, Gemini, and Perplexity can cite.

Test how AI engines answer your key questions

Ask the top AI engines the questions that matter most to your business and note which sources they cite. If your website isn't showing up, that tells you where your content needs to be clearer, more complete, or easier to crawl. Repeat this across your key topics and track how the answers change over time.

For a deeper look at the technical side, read our guide on how to optimize your website for AI search marketing.

Embracing AI and Using It to Your Benefit

Whether you embrace AI or not, it's part of many customers' day-to-day lives. It's also a new way to learn what your customers want in remarkable detail. Consider this your sign to build your company's own AI marketing strategy.