"ChatGPT Agent" Is Changing How People Buy AGAIN

(upbeat music) Hello and welcome to the Dirt Droid Search Marketing news podcast by Exposition Ninja. My name is Del Davies. I'm the head of marketing exposure engine. And I'm joined by the fortune telling Charlie Marching. He's gonna be telling us a little bit about Jack George, activity agents that she's been saying is gonna happen and has actually happened. Hey fortune telling Charlie, how you doing? - Hey Del, good to see you. I'm glad to see that the feature has arrived if not slightly earlier than I predicted it though. - Absolutely. In fact, I saw a comment for you earlier saying about, we were thinking maybe this is six to 12, but it's out maybe longer and ta-da, it's here. - Yeah, here we go. I go on holiday and then Charlie B.T. releases agents. Amazing, great. - As it's been, you weren't gonna be available for podcasts. Just release it now, release all the things. In fact, do you know what? They've got Charlie B.T. five arriving in the next couple of weeks apparently. In August, it should drop, so we'll have plenty more to talk about it just then. But first off, the title of this week's podcast is "Chachivity Agent is Changing How People Buy Again." Charlie, what is "Chachivity Agent"? - So "Chachivity Agent" is essentially a new mode on "Chachivity" and it has access to its own virtual computer, which essentially means it can have a browser like, "You're right, it can open Google Chrome." And then it can do a bunch of tasks for you. So it can do searches and it can do series of tasks joined together from a simple prompt command that you write into it. So yesterday, if you check on my LinkedIn, you can see one of my early tests of it, which was, "I need some more coffee, I need it delivered to my house, I want it locally roasted, I want it fresh, I want a kilogram of it," a pretty simple prompt in under three minutes. It had searched the internet, compared different coffees for me, put a kilogram into a basket at the checkout, took it straight through to checkout, and then it prompted me to take over to then put in my address and credit card details to make the purchase of that coffee. In under three minutes, it does it, and it does it live. So you can actually watch it doing all of those searches back to back and see what it's doing, or you know, you could actually just walk away, make yourself a coffee in that time, come back and it's ready to go, you're ready to check out. It's blooming flowers, it's wild, it's so quick. - Yeah, I had a quick play around with it in the last couple of days as well. It was doing really deep, deep research about stuff. So if you are not aware, this chat-upd agent, well, chat-upd agent, I wish they'd changed their name. I'm desperate for them to change their name. I'm so tired of saying chat-upd. This new agent is a combination of two previous functions that they had. So there was operator, which is this browser system, which is similar to Google's own Mariner, which just kind of navigates through a browser for you, and deep research, which has been there for a while. So this thing of, I can go away, I will think over and I will really crawl lots of content or go deep into my other name. It's a combination of the two. So I don't think we'll see, I will, those available through the tools that you can choose you or next prompt, potentially through different methods like APIs and things. But it's combining these two things together. And it really does go deep, like really deep in what it searches for. An example though, was saying to try just beforehand of an area where this might be helpful to me. It's recently I was searching for summer holiday camps 'cause it's the summer holiday for the kids in the UK right now. And there are lots of different options out there, but I want to find something specific that's gonna matter with my daughter's interests. I don't wanna, I could find her a summer camper, the rugby or the hockey or something like that, but they're probably no good match. If I can prompt the agent with details about my daughter what she's into, what she doesn't like and so on, it can go ahead and do all that research that would take me a good half hour to an hour maybe, maybe a bit longer, of going through all these individual websites of, where are they, how far away are they from me, how much they cost, but also what does that time they will look like, what are they doing on the different days? It's saving me a huge amount of time and it's way worth the, whatever price you have to pay to get access to this tool. Inverse is that, and now my time is in place, it's important and it's not cheap either. - And this is so, this age of mode is available in all of the paid subscriptions to the chat to BTE, which the cheapest version of that is still the $20 a month version. It's actually not that expensive. If you are really using it to its full potential, and particularly if you're able to use it or work a lot of people using this to do manual data input type of task as well. So it's not only restaurant reservations, flight bookings, buying coffee, whatever it is that you usually do in your life, but you can speed up a whole bunch of things using it. I think the thing to say is, it's still, it's literally just released, it's just come out. So it's still in its early testing mode. Some things it was super quick. So it bought my coffee under three minutes, about two minutes, 40 seconds. It had that ready to go. But I prompted it to do some flights for me to a European destination. It struggled with that a little bit more, took a bit longer to open and compare flights, and that was a seven minute task. To be fair, probably takes me at least seven minutes to search for flights, decide the ones I want to book. So it's still pretty fast, but it takes time. And there's a couple of things it maybe doesn't pick up, like the human mind would. So for example, when it got me my kilogram of coffee, the free shipping was only two pound, five pence more. As a human purchaser, knowing that shipping's gonna be three, four quid, you put something else in the car as well, because you think, I may as well. Chasually he doesn't do that. I also asked it to check for flights, the flights need to leave between six a.m. to midday. It says, oh, there's a flight at 12.05, that falls outside of midday. That won't be acceptable. So I won't consider that flight. A human brain is like five minutes, that's nothing, five minutes, it's fine, 12.05, close enough. Whereas this is because it's AI, it's very, very specific. So if you are a control freak, there are going to be nuances like that, that are out of your control. I reckon let's run a live demo and see what it has. - Yeah, that's great. - Okay, so I'm adding to stage, if you are listening and not watching, then we will describe what is happening throughout this whole process. If you're watching on the live stream, you should be able to see everything. So this is the paid version of ChatRBT, I mean, ChatRBT40, tools, agent mode, and I've got a certain amount of credits that I can use. So let's say, let's use something really simple, something pretty universal. I want you to book the arrest drop. The night, let's say 7pm, needs to have good vegetarian options, table for two. Let's just go with that. So I've worked that in, is thinking, setting up its own desktop at the moment. Right, now it's clarifying with me what I actually want. So it says it can help me. Do I have a cuisine preference? Do I have a specific neighborhood in mind? So it knows already that I live in Brighton. So it's asking me, is anywhere in that area fine? So I'm just going to say Indian or Chinese is good. Anywhere, anywhere in Brighton. And let's expand it to home as well, because it's not that far to walk to in Brighton and home. Let's go again. Couple of seconds of thinking. Here we go. So now it's pretty much just opened up its own browser. So it's showing you everything that is searching on the browser. It's searching on Bing's index, which is because Chatubt is owned by OpenAI. OpenAI has a partnership with Microsoft. Bing is owned by Microsoft. So it uses Bing in the background as it's search engine, the majority of the time. It's already got onto OpenTable to look for restaurants. It's actually inputting the information. So it knows it's the 25th of July. So looking for 7pm, two people, it's looking for Brighton Indian. So it's gone straight for the Indian restaurant first. It's even exploring the fact that it's categories like romantic and Italian, but skipping them, 'cause it knows that's not why I asked for. Though maybe I should have that as a good idea. And it's pretty much rolling through all these results. - Absolutely, love watching this. This is happening, it takes a little while. It's only ever really gonna get faster at doing this, I imagine. - Okay. - I think it's gonna, but what's probably taking two, three, five, seven, 10, 15 minutes to be able to prompt? It's gonna be able to do rapidly. I imagine it's largely to do with their data warehouses and how much computer, GPA, GPU, whatever it can afford to run. As soon as they improve things there, or just run faster and faster, or as websites maybe have to change slightly to be more receptive to agents and loading pages faster, but maybe it's gonna happen to you. - Yeah, and it definitely will. Like we're looking really at the first sort of automated agent mode happening, the first, of its kind really to go live that is super user friendly and doesn't involve you being a developer or needing to do a bit of coding to sort it out. So this is, it's pretty incredible. It's now at the stage where it's gone onto the websites to actually check the menu to make sure it has vegetarian options, which was in my original prompt for it before it's decided what to book or where to book. And it's able to read all of that text, some of these are PDFs as well. So it's not even just reading website text heroes actually looking at a whole menu PDF to compare it. I honestly think it's brilliant. I could have walked away in this time, continued about my day, and I know that it's going to have done it by the time I get back to my desk. It basically just increases multitasking and productivity. Like it's also, I don't know if you saw a last couple of weeks Cloud Flair, their CEO has come around and talked about adding in this blocker to AI. So within the Cloud Flair platform, it would just stop OpenAI and others from calling your website. I'm, they're talking about a couple of years ago, Google would call you a page like five times, 10 times, and we'd give you two, three visits in return. And now the number is, you know, it's thousands of visits to your website before you get even one human visit in return. I just see that exponentially going much, much further because what there were going to be so many searches, two, three, four, five, 10 searches per day that people are going to be doing for, not necessarily search for something, but just assigning a task to an agent that's going to involve is an hero human activity on a website that we just have to get used to the idea that we're not really designing websites purely for humans anymore. Humans might only visit your website 20% of the time in like five, 10 years, I'm being quite drastic with that number, but it's evident here it's cruel and gone across, you know, two dozen websites in the past three, four minutes alone, no human evolving whatsoever. It's honestly just so much more thorough than I would be now, like it's comparing menus, but it's even looking at if there's vegetarian starters, I wouldn't have even gone to do that. And it's done that across now multiple restaurants to look at vegetarian options and all parts of the menu, not just the menus, and it's reading reviews at the same time to see if it's worthwhile. It's having a look now on TripAdvisor to make sure it doesn't book me a place that has bad reviews, which isn't even something that I prompted it to do in the beginning. I didn't say it needed to be a well-reviewed restaurant. It's just taken that as assumed and it's also including that within the search, which is amazing. It saves you, if you think about the number of searches you end up doing when you're trying to book a restaurant, because you want to have a nice place, you want to make sure there's something on the menu that you want to eat, you want to make sure you can get the time, especially if it's same day as well, that can be a bit of a nightmare in a city booking a restaurant. And then you've also got to read all the reviews to decide, do you definitely want to go to that place? As a person you're going with also going to be happy with that place. It's really a lot of tasks that we actually do, and we probably don't even realise, and it's just automated for us with just one prompt. And let's just imagine that this is like a service-based business or service-based like your focused search. I say I'm looking for a mortgage advisor or broker or something like that. I do my search. I'm looking for a to-re-mortgage and looking for a good advice and I have this set of criteria. It's going to be able to go through and check all the brokers, do all their review, like check all the reviews in the same way as it's doing for restaurants here and come back with you and say, according to these three or four different places, these brokers are the most trusted and get the best deals and so on. So it means that very much similar to how SEO works now, where you need your website to be featured on review sites because you want the backlinks from them to kind of elevate your trustworthiness. For robots, you need to establish that trustworthiness where there's any link in there at all, which is where the separation is between SEO and AI search optimization. You're optimizing your website or changing your strategy to make sure your brand has coverage costs dozens of different websites for all of these thousands of agents searches that are going to happen with no humans involved at all. It looks like it's finished doing its work, Charlie. Yeah, so it's just asked me for a little bit more information. So what the agent doesn't do, it has safeguards in place at the moment, so it doesn't check out for you. It doesn't fill in your personal details and check out for you with something. It prompts you to say, are you happy with the result that I've got? Do you want to go ahead with it? And so yesterday when I did the coffee example, which you can watch on my LinkedIn page, it just gives me the check out page and I can immediately type my address in. So this one that we've just run for the Indian restaurant, it's got one, it's double checking the time with me, the guests. I also just saw it selected standard seating and not high top seating for me as well, which is great because I hate high top seating. So like, yeah, let's go ahead. I want to book this. Perfect. It's having a little thing. I'm just thinking myself actually that this is incredible and it's very similar to other developments are out there. So I mentioned earlier that Google's Mariner, which is like a in beta testing, you can get access to it, but you have to work, you know, jump through some hoops and stuff, operates in a similar way. That is likely to be the default for Google at some point as well. And we've seen examples of that Google marketing life to a five with a demonstrated, you can use their new AI AI tool to see how you look in some, you know, how you might want to buy. It does the search for you and then just pings up with a Google pay button that says, do you want me to purchase this item for you? Just press the button. So all these platforms are going to end up doing this at some point. And I was theorizing earlier that open AI is surely going to work with a provider like Stripe or someone similar, where they'll offer you a similar button that we know they're working with Shopify to make this platform. The Shopify have added in rules where they're saying a human must confirm the purchase. Then you'll just use Shopify's pay button there as well. So you'll be in chat, you be searching for a product to find and always come back to it in a espresso machine. And it says, do you want to buy this espresso machine for 500 pounds, but it is and you just hit the button. Like all of them are going to have a similar setup and open AI will either work with Shopify, Shopify's payment platform, payment gateway or they're going to go out and buy one, like go and buy Stripe and just become almost a financial institution in the same way that Google is now with that Google Pay and Apple is with Apple Pay. They're going to become behemoths, like unstoppable if they get if they continue to push this kind of functionality out. Yeah, absolutely. It's incredible. And I honestly think this is exactly the kind of functionality that they are going to push out because we're going to look back on search the way we search now and the time that it's taken us to complete searches for really boring and manual tasks and it's going to look antiquated. It's going to look ancient when actually AI can do all of the legwork for us and take us right to the end. So the example we're running now is ready for me to actually log in to open table. It's got the restaurant booking all lined up. I didn't give it my phone number but I can now type that in myself if I want to etc. I'm literally able to take over the virtual browser. So this isn't my browser. This is Chatubt's browser and it gives me access now to its virtual browser. It doesn't remember any of that information. Chatubt has said in its announcement that it doesn't. So none of my personal information there is going to be remembered from inside this browser and I can literally just fit in my phone number, make that reservation, complete the booking and it's ready to go. So that's incredible. Let's say I've just done that and then I can finish controlling and it just ends the task. Amazing. Imagine if we're doing this live but you could walk off and not pay any attention to that, come back to it five minutes later and it's pretty much done for you. And I'm just thinking beyond that, I can't help it because I'm quite like looking towards the long term and the impact towards marketers is that you may actually see a lot of activity increase and you've got to make sure that you've done all the strategic thinking and the tactical decision making and delivery to make sure your website is set up for this reality. This is how robots navigate the web. Have you got the right setup for agents to be able to complete these kind of things on your website? Are they going to be able to find information out there on the web that can help them reach a decision on, you know, we should pick this restaurant top because it has this many reviews. We should pick this mortgage lender top because it has this many reviews or whatever of the things it clearly understands the sector well, it understands veteran affairs really, really well and so on. It's only it's only going to really increase and then it's going to come on to voice search like these assistants. I spoke when I mentioned just then I was talking theorizing about how openly I will buy a gateway platform payment gateway with platform where we'll work with the partner like Stripe which already does. I was doing with Google Live, I was doing with Google Gemini, I was asking the assistant to do all these searches for me. Okay, which payment platforms have the biggest market cap and then I asked it to find the top 10 which one was, which ones were cheap enough that would be affordable after opening the eyes latest funding rounds and so on. At some point I'm going to be able to say, hey, can you go ahead, just talking to it without any interaction on the browser, just talk to the platform and say, hey, can you go and do all this stuff? Can you go and book me a restaurant? Can you go and find this stuff? I'm not going to look at the screen at all. I'm just going to open it up to press that button just to confirm this stuff. Yeah, yeah, yeah, that sounds great. Pay. Yeah, absolutely. That is how it's going to be. I think it's going to take a little bit of time for it to be super quick because I think the thing that most people are thinking is like search results. They're like almost immediate. They're a split second to get the search results and look at things yourself. Whereas, Tatchy B.D's agent, super fast for some things, as I said, under two, under three minutes for buying coffee. This was eight, nine minutes for a restaurant booking. I did flights earlier, seven minutes. It's pretty quick, but it's not as quick as our brains are used to seeing it work. And once it gets there, that's the tipping point at which it's really going to start to change search, I think. And for me, Google is going to be looking at this thinking it's time to roll out their own agents. Like if anyone thinks that Google isn't working on its own agent that looks very similar to this, that is a very naive place to be. They are definitely planning something very similar to what Tatchy B.D has released here to speed up the way people search to compress the buyer journey for you. They want this to be automatic, right? Tatchy B.D here, it's taken me straight to checkout. It's taken me straight to a reservation page, straight to booking. It wants the user to be able to get the thing they want, make the purchase super quickly, not to have to spend multiple days before they finally get to the checkout after coming on the web, browsing for a little bit. All right, you know, got bored of comparing different restaurants. I'll come back to it later. I'm just going to put it off. It's trying to get it done for you now. And it wants it to happen fast. Yeah, I was just listening to some of the earnings call. Some of the stuff that I was announcing out of the earnings call for Google, Alphabet the other day, when they say we made this much money for our search and it's actually going up and we made this money from YouTube, it's going up. They're capital expenditure, how much money they're investing back into the company is huge. I could billions. They're investing in all these new data centers and they're even having to look into new energy sources, like investing in fusion energy companies to make up for the amount of power that's going to be required to power these data sensors, which are going to enable us to do this kind of stuff. They're heavily invested in making all this stuff a reality and just the default way of doing search. Like this is definitely coming down the track, but that presents a bit of a question, Charlie, of as marketers, what should we be doing about this? This seems huge and it's out now and it's only going to become better. What should I do? This is the golden question. And if you've not been thinking about AI search now is very much the most, I don't think there could be any more signals in the universe to get you to think about AI search and how it's impacting your business. And if you've not been thinking about SEO even, you're really going to be falling behind now as well. I for a long time, I've been saying 80/20, that's my general risk of personal risk, but 80% of your marketing budget into what's working for you now. Because ultimately we're businesses, we have to make money with full profit. That's how the world works, it's how the cogs turn. 20% of your budget always needs to go into experimenting with things. And I don't think there is a bigger change coming than AI search and how it's going to change SEO, but also how it's going to change user behaviour, how it's going to change who's coming to your website, or whether they're just having agents come to your website on their behalf, in which case you're not only thinking about human searches now, you're also thinking about AI agent searches. And that's two quite nuanced things that are happening there. Where some people are probably looking at this restaurant booking example, if you look at my coffee example from yesterday as well, and they're thinking, right, it's using Bing, I'm optimizing for Bing. This is just chat to BT's version. Have to remember that the search engines being used by these different LLMs are different as well. So Google's of course using Google behind Gemini, keeping you in the Google ecosystem. If Google rolls out its own kind of agent mode, which it will, it's only a matter of time before it does, it will be using Google. Chat to BT, OpenAI, they've got Bing going on behind. The list goes on. If you haven't done SEO already, my goodness, these agents are using those search results, but they're making different decisions in the search results compared to a human searcher. So you're not only needing to think about humans now, and you need to integrate this into a bigger search strategy, a bigger SEO AI search brand and content strategy that's thinking about all of these things simultaneously. Otherwise, you're just going to be left in the dust. Do you think we now have to move that experimental, like, it sits in that 20% and needs to move over into the 80% of your focus? I think it's slipping over. I think it's rapidly slipping over. Yes, I feel like this and the rollout of AI mode, which happened in May in the US, and we know it's coming earlier for, it's going to come. If it's come to the US, it's going to come to the UK, it's not going to be that far off. It's probably earlier than I predicted. Dale, you've been saying since the beginning, like, this is maybe months away. And I was like, maybe we've got six months to a year. Perhaps a little optimistic of me that we might have so much time. This, for me, is the trigger point that this is moving fast. If Chattu B. T's rolled this out, Google is going to be hot on its heels. And when Google makes a change, that's going to impact millions of businesses, millions of searches, billions of searches every day. So yes, now is the time to really be thinking seriously about this. Yeah, 100%. It's time to ramp up whatever testing you'll be doing with AI search optimization and just make a massive priority because it's not going away. Like, okay, you might think that human feedback on AI results, like people don't enjoy AI overviews, they say they're quite vocal about it. They don't like AI mode. Well, you're not the majority. The majority of people seem to be enjoying them fairly well. That search is still increasing the, you know, engagement with ads, they're still increasing for Google. So yeah, this is the default. I'm sorry. Just a side note as well. So the US, they're getting all the good toys first, right? They've got AI mode already. They've got Chattu B. T agents UK. We've got Chattu B. T agents. We don't have AI mode yet. We think it's coming probably fairly soon. Sooner than I had predicted, I think. If you're in Europe, if you're in the European Economic Area, you have any other fun stuff yet, same for Switzerland, because of all of the regulations in the EA, Chattu B. T agents, you don't have it yet. They're working on trying to get it into the EA. This is the same. AI overviews was a much slower rollout into Europe because of all of the regulations that they have at quite rightly, quite fairly. If you are operating in Europe, you need to get on a VPN and have a look at what is happening on the UK, Chattu B. T version or the US. You need to have a look at AI mode in the US to understand what is going to happen. You've got more time to prep if you're in Europe. So lucky you, if you're in the UK and the US, this is urgent. You need to start doing something now and your hope may have been that it's less urgent, but yeah, it turns out now is the time. Dale, we've got some really good questions. I think we should probably take some of these because a lot of people have questions about what's going on here. Yeah, absolutely. I don't know really where to start, because there's so many good questions this week. Let me just start with Dan Yeh, who's a senior account manager on our team. Actually, if you haven't seen our healthcare, marketing masterclass live session for this week, it's coming up on the YouTube channel next Wednesday, you'll be able to watch a read day that truly is one of the best live sessions I think we've ever done. So just make sure you hop along to see that. Dan Yeh is asking, do you think AI will be more likely to recommend websites where there is a live booking platform on the website versus those that don't offer it? Yeah, definitely. I think AI is definitely going to be looking to push you down the biogenic as quickly as possible. Just then in the restaurant reservation one, it went straight to open table because it knew it would be able to make a booking directly through it and knew it would be able to prompt me to put my phone number in and finish the reservation. So I think it's definitely looking to do things quickly for you rather than having back and forth through a contact form, for example, to get something done. Definitely. You might start to see a bit of a streamlining between expecting to be able to use certain types of platforms is certain different things. So for example, if we see the open AI is part of it with a particular provider of whatever it is, like open, I remember, open table. They've got others too, like looking.com is one of the ones that often reference in their examples because they have a partnership there. I would very much be looking to see which tools or platforms it prefers for certain types of searches or functions or things like that. And make sure that my website has them if it's available. So if I'm a restaurant, get yourself on open table like ASAP if you're not there already, for example. Absolutely. We've got a question from Justin as well who's asking, how does this new agent feature change the econ, uh, conversion reoptimization industry? So, uh, Justin's doing conversion reoptimization of CRO for econ brands. How do we think it's going to change their work or what we are required from CRO for our websites? Oh my goodness. I think CRO is going to be even more important than it was before to be honest. When I did my coffee purchase yesterday, initially, it went onto a website and it was like, oh, I just can't, I can't figure out how to get around this website. I'm getting error pages. It just left it and went to the next most relevant one in the search results. These AI agents have probably less attention span than a person for messing around on a difficult to use website. They're, they're bots. They need to be able to check out easily. They need to be able to understand where the product pages, how to select what they need a kilogram of coffee, ground for domestic espresso from the drop down menus, one time purchase rather than subscribe and pop it in the cart. It needs to be super well structured, very clean, easy to read product descriptions and the product descriptions need to be good because it's looking at the nuances asked for by the searcher. It's also looking for things like good reviews, which is quite hard in the coffee industry because the coffees are often changing. It's really difficult to get enough user reviews quickly for a new coffee and then often new ones will be put live, no reviews. It's a challenge. Then it's looking easy drop downs, easy box checks, whatever system it is you have for adding to cart and then not too many blockers. It wants to be able to give me that checkout page with my name address credit card information straight away. It doesn't want to sign up to create an account with my email address to then only be able to go to checkout after that. So if you put conversion blockers on an e-commerce site where you're making people have like a user name and login, for example, it's not going to prioritize that. So this is going to be huge. If you work in the CRO industry, what an exciting time for you. Your skills are very, very much needed and e-commerce websites are going to have a huge job to make sure that their websites are clean, wizzy and working for AI agents. Absolutely. If you thought you were trying to make it easier for humans to be able to convert to your website, now you're going to have to try and make it even easier than that because humans have intuition to just, you know, I know to go there or you know, I can very quickly on the fly just fix this particular issue, like Charlie mentioned before about needing to spend two or three more pounds to get free shipping. You need to make it even more simple than that, like just far far simpler. Another thing that's going to happen is that you'll have seen in the demonstration if you're able to watch along that when it couldn't get onto a website to review the page or it just didn't like something about it, it's my presumption, like it was on TripAdvisor. It switched to reading mode, it's literally just seeing the text base of your website. So it's just convert the looking at the HTML, like what does the actual text within the body look like? It's not going to look at your CRO. So you also kind of have to make sure that your code base is super clean as well. There's no point having like really pretty graphics JavaScript, whatever it is for your view stars, for example, because it's not going to see them when it switches to HTML. It's not going to see all of the great looking pictures. It's just going to read whatever you've put on there in text form. So if you've got a really basic product page or service page or whatever it is and it has just a few lines, you may find yourself, you know, not really getting the engagement or the visits in the end that you're expecting because maybe the platform's going to learn, well, 1700 of our agents in virtual platforms have visited this website. Every time we go there, it switches to reading mode, something that we don't like about it. Let's not visit that website as much in theory. That could possibly happen if you're not optimizing your website for both humans and robots, which I think is the first time I've said that in the last like 18 months of doing this, talking about optimizing for these ARs as well. We talk about optimizing, copy, make sure your reference, but not really this virtual version, this navigate web for you. Yeah. And I think it just goes to show that technical SEO, things like your schema, which we have talked a lot about over the past six months, are hugely important here as well. So yeah, humans are not reading the schema on the website. We never have been. It's always been the bots that have been reading it. It's going to become even more important now, if we've got AI agents, AI bots navigating around the internet on our behalf. So if you're not taking care of your technical SEO, now is a great time to start that. Absolutely. We've got a really interesting question from Paul about ads. And I knew someone was going to ask about ads. It is the big discussion that's going on at the moment with open AI is what they're doing about potentially adding ads to their platform as it is even before this agent business happened. So Paul says, what about ads? They'll definitely be selling premium placements in those agents, such as it will be recommending potentially a lot of paid garbage at the end of the day, which would defeat whole purpose of it. What do you think, Dale? I definitely see the train of thought. I could definitely see where Paul's going with this in terms of recommending paid garbage, but I look back to what Google has done in the last 20 years. So originally, which is a platform where you could search through it and eventually they added in ad words. So you would be able to highlight your business at the top and you would see them on the side there as well, going back for a while enough. But it eventually got to creating new tools within the ad system that would highlight pages with better quality scores. And it's still the same case today. Charter BT, perplexity, all these tools are going to have very similar agents operating the same way. You're going to have similar system where you can pay for your website to be up there and it's going to be some garbage included. But after agent interactions, after human interactions, let's say just people just never buy in that website or people bounce off it really quickly or whatever it is, the quality score will shift and it will de-brioritize that page website, whatever it is. So will it be a factor at the beginning as they figure things out? Definitely, I don't think as that of all, because it really will be a problem. Another just attached part of this is that Charter BT has already been sending our pitch decks and doing presentations to a lot of publishers and companies and saying, this is the system that we're creating. It's going to be similar to a affiliate system where we'll recommend your shop, your products, whatever it is, we'll take a cut. The agent is going to work in the same way. If we bring people through to your website and people buy it there, we're going to take a cut of that. The ads that we're going to be on available, definitely going to be the first product was advertised, but you're going to be able to pay for a fur or traffic, I think, in some fashion as well, so it's going to be just a traditional placement ad as well. Yeah, the interesting thing I think is going to be how they manage making it clear what's an ad and not an ad if agents that act in your behalf because there's a lot of regulations, UK, US, EA, even more so about how clear it is to be user that something isn't ad. It has to be very clearly marked. The same way in the Google search results, it's marked sponsored. We know whatever is showing up there is an ad, same with products, carousels that we see. We know when they're ads because they're marked so clearly and in agent mode, they're going to have to figure out how they're managing this if agents are going to be using ads or whether they just sandbox them completely and make ads a separate thing that only human users are going to be able to use. Then they've got the problem of they're going to want the ad revenue. Google in particular, it's main revenue income is from its ads, so it's going to have to figure out a very careful way to make sure it's meeting all of those regulations as it absolutely rightly should be. Still maintains ad revenue and obviously its goal is to grow its ad revenue and also gives the searcher the user what they want and makes that search quick, adapts to having AI because Google can't just stay static and it certainly won't be planning to either how it actually then keeps up the pace with competitors like Chatubit now on the scene to make sure it's bringing all of those things together. I mean, I don't envy their job here. Yeah, me neither. I think I can think of this though. As you said, they have like certain types of ads for some places and it's affiliate for you for everything else. They'll do deals with all the e-commerce platforms and say, if you're on Shopify, we'll take a cut. If you take a payment via this way, if you use I don't know, we'll take your cut via this way and now it'll be like a second ad type. But it may be that once they get the tech running really efficiently, they'll not just come back with one suggestion. It'll come back with like three. I've set up three confirmation pages on three different websites. This one is whatever this is, one of them will just be paid. They're going to throw it in there with an option in the same way that if you were to search for a product that's say, and in tattoo beauty, if you know where it shows you like three products in a row, you can kind of carousel your way through those. One of those will just have an ad about next of it at some point. It may just do the same thing in this virtual environment to say, you know, we've got two or three websites you could choose from. This one is the ad. You take your pick which one you prefer to complete the check out with or make an inquiry if it's a generation platform or something like that. Yeah, quite possibly that will be what it looks like. Certainly to begin with, but I think what's the users get used to this? They're going to expect it make all of the decisions for them and go straight to check out. But I do think that will be a learning curve. I shared the example of the coffee buying with our team and the responses I got were like, my goodness, I enjoy doing some of the research. I want to do some of the research for this myself and make some of the decisions, you know, and I totally relate to that. Like, I much prefer coffee from Central America region. I know that the coffee's changed pretty much monthly with the local roasters here. So I like to actually read, okay, where is that source from? What are the flavor notes of that? etc, etc. And I can't give tattoo beauty all of that information up front because I don't even know what the new releases are going to look like. So I think that is going to be a sense of that resistance of some of this stuff I do like doing for myself. Like, I find that a pleasurable activity. Whereas there are going to be things that people immediately think like, you know, for me, booking flights, tedious, tedious job, tedious job takes a long time. By the time you're thinking about the cost of baggage and whatnot and all sorts of things, it's boring. I would way rather than agent was taking care of that than me spending my Saturday morning looking at flight prices on Skyscan. Yeah, most definitely. What we said, I have truly one of the best episodes I think we don't just because it's just so seismic in what's happening right now. I don't recall the last time we talked about an AI development that I've so not shocked by, but feel this so as they seismic, this is truly like a next generation event. I have to say how marketing works. It is. And I have to say I'm a little bit shocked about how quickly they've rolled this out because there's been agents in development pages where you need to have a bit of coding knowledge to understand how it works to put it together. It feels a bit manual. The average search for the average person, probably the average marketer was not really using them. And this has just blown all of those guys out of the water because chat with ease managed to release an automated done for you version already that is easy to use. That's wild. The pace is wild of this. And I think people will start to be shocked once this becomes more mainstream in their search habits. They will be like, my mind is being blown. Yeah. Do you know why I think this has happened when it has? I think it's because Plexity has released a new AI driven browser called Comet, which not only it can also, I think, control your computer as well, not entirely sure, but it can just do a lot of different stuff. Like I mentioned to you earlier, there's an example on the Plexity LinkedIn page of a video of you telling Plexity, can you just go through my email and get rid of the spam unscribed from everything? I'd not be reading a stuff like that. I don't know how great without me, especially the email of emails that people get nowadays with AI outreach is just wild. The number one use of these AI agents. I'm subscribing from spam. Yeah. I hope that's like it's probably going to be the first thing I use. But I think they've just been pushed to push this out now. Even though it's probably some of they wanted to release alongside chat tube D5, which apparently is due. They're probably like, okay, we still need to keep users in our ecosystem, not lose them to Plexity and where else. I think they're kind of pushed to all that. But I had another thought, which I'm just going to come back to briefly before we finish, which is, I think a knock on effect of this is that you'll see a lot of people really depending upon paid media, paid search, paid social to get their brand featured. So you mentioned before about you like to do certain kinds of shopping. Yeah. If you now, if you give 60% of your browsing habits to an agent to take care of or you're shopping habits for an agent to take care of, you're going to lose some of that search and discovery that happens from looking for things. So those businesses are going to really depend upon Instagram ads, Facebook ads, Pinterest ads, whatever it is to make sure their products keep popping up. So when you do come around to do that personal human search, you've got them in mind because you would have discovered them, try manually doing all that hour long searching before for a new site table or whatever it is. You're not going to, or maybe you would for some further, maybe some more expensive ad. No, maybe a list is not going to be on the list, maybe. You're going to really heavily depend on Facebook ads or wherever else to make sure you still get in eyes on your products and avoiding the need for anybody to do any searches at all, human or agent. I totally agree. I think meta ads are going to be huge off the back of a broader rollout of this type of technology because it's going to become harder for brands to compete, particularly if they're new, but even more particularly if they don't have a very clear customer persona already. So you could see that it was relying on pretty much large brands. It wasn't booking on the restaurant's website directly. It was just using open table. We'll probably see the same thing for your reserving hotels, probably going to use booking.com. It's going to use sites that are easy, that big, that are known. The same for products, I imagine, unless it knows about you personally, like, okay, I don't buy from fast fashion brands, for example. Then it knows, okay, I'm perhaps ignore the first three or four pages of search results here on Bing because I can't use fast fashion brands for this user. It's not what they want. Then it might be finding stuff that's much further down the search results. That's where the opportunity really, really is, I think, for businesses who are either new to market, they're underdogs or their niche players in the market. It will become very, very difficult to launch something generic, a generic fashion brand, and just go against ASOS and all of the big names that these AI agents will automatically be using. So the options then have to be doing your SEO and AI search work to very niche personas because you're offering something different to what the big players are offering and meta ads relying very heavily on your paid social side to get hype, to get new users, to get people in like you say, Dale, that sort of like discover area to even get that initial awareness to happen, which honestly has been the way the search results have been going for a little while. It's becoming increasingly difficult in certain industries. It's aggressive in SEO for certain industries to get to those top positions, to those page 1 positions. The opportunity here lies in the fact that AI agents are very specific to what they know the user wants. They're gathering their personal data and they're looking way beyond the first page of Google. What human looks beyond the first page of Google? That is such a rarity that anyone ever clicks number 2 and goes to the second page of the search results. I don't remember the last time I've seen someone click beyond page 1 of the search results. Beyond even the top 3 four positions to be honest. When people are like, "Oh my god, I'm just going to die. It's just the big brands have got this." I don't think that's 100% true, but I do think you need to play a very tactical game now. Absolutely. You're preparing for a whole bunch of presentations at the moment, speaking engagements. Charlie is available. If you'd like, Charlie's come and speak at one of your events, conferences or even webinar 2. So just give us an email. We were putting together some graphs and stuff from there. I think one I shared with you, the other day was from our partners, a profound who were showing just how much overlap there is between the different platforms like publicity versus Google. Only 20% of the same domains coming up for the same searches. And that also extends to other surveys too, which say that it's like 60% of the answers that are coming up in AI summaries, AI overviews, Charlie, if you were ever coming from outside of the traditional top 10, top 20. It's vastly leaning towards there, but it also means do you have the diversity of content in order to satisfy the slightly personalized search of this particular single mother is looking for a mortgage versus traditional mortgage. mortgage searches. Have you got a page to help that person's more specific to them and so on? Which I don't think everyone is always thinking of when they're putting their content plans together, their service pages together, their general distribution together. Am I going into the segmentation and thinking, "I need to do it specifically for this person," right? Just for them, as you said, for that persona. Yeah, absolutely. I think building websites for specific personas and thinking about that in content and PR is about to explode. It's going to be a huge influencing area here. Yeah. Right. We could really go on and on and on. We realized we were almost like 50 plus minutes. I can't be so thinking, maybe this will be a short episode, it never really is. And hopefully that you gain some new knowledge or you'll be able to take away from this and idea of which direction to go. If you're not really sure where to go, when it comes to AI Search, in particular, AI Search, optimization, and strategizing for that understanding what the tactics are, I've got multiple resources for you to use. First one would be just to come and talk to us, you can go to ExposureNinja.com/Review and we'll have a look at your website marketing if we can, you know, give us some advice and where to go there, but we also have a lot of other places to go, such as youtube.com/exposureNinja. Then you'll be able to look at our videos about how this all works, how each individual platform works as well, like how to rank in chativity, how to ranking, what Blacks do, and this podcast plus all 400 plus of the other episodes we have a findable on a website at ExposureNinja.com/podcast. Any final thoughts to share before I hit the end stream button for this week's podcast? Only that if you love this stuff and get as excited as Dale and I do and could also talk on and on, Dale and I do talk on and on on our LinkedIn, as well, so you're more than welcome to come and find us on LinkedIn and have a chat because there's nothing we enjoy doing more. We're talking about AI Search, it's all about theories experimenting and we love your questions as well. Any questions that you have about how this is working, that is our day job, that is the kind of stuff that we love to figure out, that we love to experiment with, drop it's questions on LinkedIn any time. Excellent, right, continue the conversation everyone links to everyone, I'll see you all next week where we'll probably be talking about a new AI release that's going to change the way that we have to do marketing for the rest of history and future and time. All right, take care everyone, see you soon. Bye!