In this week's episode of Search with Candour, Jack Chambers-Ward and Mark Williams-Cook discuss the evolving landscape of search in the context of Large Language Models (LLMs), the challenges they bring, including A LOT of spam and how they are being manipulated in search.

They talk about the potential future of AI search, and the implications for brands and consumers as well as the responsibilities of monitoring and mitigating misinformation, the need for in-depth product data, and the feasibility of AI taking over transactional tasks.

Sponsored by fatjoe:

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References:

• Use The Brand Control Quadrant To Reclaim Your Brand Narrative: https://www.youtube.com/watch?v=mMx3u6fgg5w
• Why OpenAI & Perplexity want clickstream data: https://www.linkedin.com/posts/myriamjessier_ai-search-marketing-activity-7348972981231988738-jDHI
• Hacked sites and expired domains are being cited by ChatGPT: https://digitaloft.co.uk/hacked-sites-and-expired-domains-are-being-used-as-chatgpt-sources/

00:00 Introduction and banter

01:28 Discussing LLM Spam and Manipulation

02:16 Sponsor Message: Fatjoe

03:59 The Uses of LLMs in Search

06:03 Challenges and Future of AI Search

16:38 Phishing and Security Concerns with LLMs

19:54 Responsibility and Brand Protection

24:47 The Future of AI and Search

31:10 Damage Control in the Age of Generative AI

31:41 LLMs are Leaky Buckets

32:48 Firefighting Tools for AI Errors

34:22 The Importance of Brand Reputation

35:15 High-Value Leads and Conversion Rates

36:46 Misleading AI Conversations

37:27 SEO Strategies for E-commerce

40:14 The Future of AI in E-commerce

44:33 The Impact of AI on Consumer Behaviour

47:23 Concluding Thoughts and Upcoming Events