What "Good Content" Means Now That AI Pulls from Many Sources

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[00:00:00] Cade: As an OEM, your responsibility in this ecosystem is to produce content and create experiences on your website that AI cannot replicate. they can comb your site, they can grab product information, but they can't create immersive experience. So think, like, shopping tools, find a dealer experiences, which model are you type of experience.

[00:00:19] Cade: Like, the, interactivity on it is, like, kind of the, anchor point, I think, of what I'm trying to get at here.

[00:00:25] Cade: so when we think about what is good content in the world of AI and LLMs and the ability to, like, scrape web content at the tap of a finger, it is both the, technical nature of it in that you as an OEM are the ones who are, like, responsible for accurate information, and then also what your beliefs are of, like, who the product is for.

[00:00:47] Cade: And so it is both specs, technicalities, product description, but it is also the experiences you create on the site. So think of, like, the interactivity of it, the ability to guide the consumer to, like, [00:01:00] view more information that is like it. It is the, user experience, the UX/UI of the experience. It is both that when we're talking about, like, good content in the world of AI.

[00:01:08] Cade: if you think about the role, the old role of the website, it was to give the consumers the right amount of information so that they could make a informed decision that hopefully resulted in them choosing your brand. That role now is delineated to two,

[00:01:22] Cade: different instances.

[00:01:24] Cade: You have, again, what is happening in the LLMs. And so to that end, you want to make sure that those models are able to play back to the consumer everything that you believe about your product, about your business, about what makes it unique. And then on the flip side of it, on your website, it is to do that as well, and it is also to give them the right amount of information to tell them, like, "Here's what you should do next," that you believe as a brand, whether that is finding a dealer, talking to the sales team, consuming the next piece of content on it.

[00:01:53] Cade: it is both of those roles, I would say.

[00:01:55] Cade: good looks like on your own property is the ability to create [00:02:00] experiences that AI cannot. So again, like, they can scrape your content, they can give you all of the product information, but the true, interactivity, the next gen experiences are things like configurators that can give you quite literally every, like, cost of the product, every customization that you can make on it.

[00:02:20] Cade: It shows you that back in that tool. could even, in a future world, allow you to put on VR headsets and be able to, like, walk around that experience. And the ability to do that, and at least have the website as the entry point to that, is what will allow brands to, like, kinda differentiate themselves in the experiences that they're offering to the consumer.

[00:02:40] Cade: I would say it's table stakes to have some sort of, like, shopping tools on your, uh, website and your experience, because tech has gotten good enough that it allows you to, like, kinda expedite the time it takes, and the resources, and the investment to create these things, that it is, dime a dozen to have them.

[00:02:57] Cade: I think where you can win as a brand [00:03:00] is in your ability to, like, really customize it for whatever you are selling

[00:03:04] Cade: Or you can have some place in the middle that is truly an immersive experience that allows them to paint the picture of, when I add this cabinet, color here or this, type of countertop, what does that do to my space? Like truly, and how do I see myself in that space? that for these, manufacturers who, make these larger scale products, like they have to have that if you, want to differentiate yourself and win against companies who are, who are selling similar types of products.

[00:03:31] Cade: To win in this, in AI environment, like where do you even start with this? I think you have to have a good idea with

[00:03:35] Cade: where you are today. and so just having like basic inventory of your site, of your competitor's sites, of what AI is producing and saying about your brand is probably the starting point.

[00:03:46] Cade: And then layering on top of that is saying like, "What do we say that, like, we are going to be the best at as a company?" Some, that might be customization. Some might say that that is like the, speed and the experience that you'll [00:04:00] have as a shopper. Then using that, your baseline, what you say you're gonna be best at, starting to think through like what does that then mean for our website and the digital experience that we're giving the consumer, how do we make sure that that is baked in and is so clear and, a part of that experience that it is clear and obvious that like that is like what we're delivering on?

[00:04:19] Cade: Another really important thing to this ecosystem is comparison-like content. So you as a manufacturer have made decisions about your product where you now have anywhere from, you know, a couple of options, product options, up to, you know, two dozen of them.

[00:04:35] Cade: What will happen this is, like, a consumer's gonna go into an LLM and they're gonna ask, "Tell me the difference between this model and this model." If you don't have anything on your website that really speaks to, why you have this at this point and this at a different point, then AI's gonna make assumptions about that for you.

[00:04:52] Cade: make sure that that comes through in really easy to understand formats for the consumer, as well as then models to then reference that material and what they [00:05:00] play back to the consumer is uber important.

[00:05:02] Cade: doing AI search really well is totally a bit of a brand preservation exercise. They're going to make assumptions about your brand. And so if you don't have content on it or the world hasn't spoken about this, then it will make its own assumptions, and your ability as a brand and as like a, manufacturer and your, brand entity being your website to outline how you want to be talked about, how you want your products to be talked about, is an input that AI will, will reference when you know, playing that information back to consumers.