Author: Tracy McCoy
One of the things James and I talk about often is how quickly marketing evolves. Just when we think we've figured out the next big shift, something new comes along that changes the conversation. This time, that shift isn't just another social platform or advertising option. It's the way people are searching for information in the first place.
In this episode of The Fish Slap Effect Podcast, James and I explored what the introduction of advertising within ChatGPT could mean for businesses. While it's still early, I believe this is one of the biggest changes we've seen in digital marketing in years. It's not simply another place to run ads. It's changing how customers find answers, how businesses build trust, and how brands earn their place in the conversation.
Customers Aren't Just Searching Anymore
For years, we've talked about showing up when someone searches for your business or the services you offer. That mindset worked well when people typed a few keywords into Google and clicked through a list of websites.
Today, that behavior is changing.
People are having conversations with AI. They're asking complete questions, comparing options, and looking for recommendations before they ever visit a website.
I see it happening all the time. Even my own daughter refers to AI-generated answers as if they're simply the answer. That was a lightbulb moment for me because it made me realize just how much trust people are already placing in these platforms.
Instead of searching "marketing agency near me," someone might ask, "I'm losing leads. Should I redesign my website, improve my SEO, or start running Google Ads?"
That's a completely different conversation.
The Goal Is No Longer Getting the Click
One of the biggest shifts I see is that businesses are moving away from simply trying to earn clicks. Instead, we need to become part of the answer.
Traditional advertising interrupts what someone is already doing. A display ad appears while you're reading an article. A social media ad interrupts your scrolling. A commercial interrupts your television show.
AI works differently.
People are already looking for help. They're asking questions and trying to solve a problem. Our job becomes making sure our business is relevant enough to be included in that answer.
That's a very different way of thinking about marketing.
Trust Is Becoming Your Greatest Marketing Asset
As AI platforms continue to grow, they're relying on trust signals to determine which businesses deserve to be recommended.
That means every piece of your online presence matters.
Things like:
- Customer reviews
- Helpful website content
- Frequently asked questions
- Blog articles
- Podcasts
- Industry recognition
- Media coverage
- Consistent business information across the web
All of those pieces work together to tell AI platforms that your business is credible, knowledgeable, and trustworthy.
The stronger those signals become, the better your chances of showing up when someone is looking for an answer.
Authority Is Built Before Someone Needs You
One thing I find fascinating about AI search is that it rewards businesses that consistently educate their audience.
Instead of creating content that simply says, "We're the best," I believe businesses need to answer the questions customers are already asking.
Think about the conversations you have every day.
What questions come up over and over again?
What concerns do customers have before they hire you?
What misconceptions do you clear up regularly?
Those questions should become your content strategy.
The more helpful you are today, the more likely AI will recognize your expertise tomorrow.
Consistency Still Wins
As exciting as AI is, it doesn't replace good marketing fundamentals. You still need a clear brand, consistent messaging, and authentic content that reflects who you are. Those things have always mattered, and they still do.
Technology will continue to change, but trust is still earned one interaction at a time. That's why I believe authentic businesses actually have an advantage as AI continues to evolve. Customers are going to keep looking for businesses that feel genuine, approachable, and knowledgeable. The companies that stay consistent in how they communicate and continue showing up for their audience will always be in a stronger position than those constantly chasing the next trend.
Don't Forget the Human Side
One concern I hear often is that AI is going to replace relationships. I don't believe that's true. If anything, I think it makes relationships even more valuable.
People may use AI to narrow their choices, but they still want confidence before making a purchase. They want to know they're working with someone they can trust, someone who understands their situation, and someone who will follow through. That's why your stories, customer experiences, reviews, and reputation continue to matter. AI may introduce someone to your business, but it's still your people and your brand that build lasting relationships.
What This Means for Your Business
If you're wondering where to focus your energy as AI continues changing search, I'd keep it simple. Become the business that deserves to be recommended.
Create content that answers the questions your customers are already asking. Share success stories, showcase your expertise, ask for reviews, and continue building a library of helpful information that demonstrates what you know. Those efforts don't just help people today. They also help AI platforms recognize your authority over time.
Most importantly, stay consistent. Marketing is no longer just about getting someone's attention. It's about earning enough trust that when someone asks for help, your business becomes part of the answer.
The Bigger Picture
Every major shift in marketing creates uncertainty at first. We saw it with websites, social media, Google Ads, and mobile marketing. AI is simply the next evolution.
The businesses that succeed won't necessarily be the ones spending the most money. They'll be the ones who adapt while staying true to who they are. They'll embrace new technology without losing the human connection that customers have always valued.
That's what builds authority. That's what creates trust. And that's what keeps businesses growing long after the latest marketing trend has come and gone.
Watch the Full Episode & Join the Conversation
If you're curious about how ChatGPT advertising and AI-powered search could impact your business, I invite you to watch the full episode of The Fish Slap Effect Podcast. James and I dive deeper into how these new advertising opportunities work, what businesses should be doing now, and how to prepare for the future of search.
Follow The Fish Slap Effect Podcast on your favorite podcast platform or subscribe on YouTube. We release new conversations every week covering marketing, leadership, business growth, and the unexpected lessons that help businesses move forward.
If you enjoy the show, subscribe, leave a review, and share this episode with a fellow business owner, entrepreneur, marketer, or leader who could benefit from the conversation.
Because the brands that thrive in the age of AI won't be the loudest ones. They'll be the ones that consistently provide the right answers, earn trust, and show up when people need them most.