Hot Topic: We need to talk about AI

We need to talk about AI.

Not its potential to revolutionise drug discovery, or the workplace, or even how it might threaten humanity.

We need to talk about something more mundane – but still important.

We need to talk about how to get AI to notice you.

Because if AI is not noticing your firm, it won’t appear in an AI summary about – say – new modes of immunotherapy, or next-generation obesity drugs, or ADCs.

And if you are not appearing in these AI summaries, there is a much greater chance of not being noticed than in the past.

Because, as I am sure you realise, people now just tend to read AI summaries, rather than clicking through to websites like they did in the old days of Search.

Just as in the past we had to design our communications around Search Engine Optimisation – SEO – so today, we’ve got to design them around what I’ll call Large Language Model Optimisation.

What can you do? Here’s a couple of pointers.

First:  when formulating a response to a question, LLMs trawl the internet looking for written content.

So, while Optimum Strategic Communications has been evangelical about short-form video content – which is today’s dominant media form – don’t neglect the written word.

Be that press releases, written social media posts, and even transcripts of video. All those words get hoovered up by LLMs, in a way that video or audio doesn’t.

Second: LLMs prioritise authoritative content – and they rate “traditional” media very highly in this regard. Which is just one reason why ensuring you get coverage in such media is still very important.

As always, do get in touch with Optimum if you’d like to learn more about getting your message noticed in an ever-changing media environment.

And thanks for watching another Hot Topic.