Digital marketing used to be about clicks, but the rise of ChatGPT means it’s ‘now all about winning the mentions’

• Consumers are now using large language models like ChatGPT to shop, requiring changes in traditional marketing practices. In the era of generative AI, companies need more branded content and third-party mentions.

Some consumers are beginning to shop using ChatGPT, and digital marketing that’s geared toward web searches must shift too, experts say.

The threat that generative AI poses to search engines was highlighted when Apple’s senior vice president of services...