Google traffic is declining. AI search is rising. And most brands have no idea what to do about it.
In this episode, George Vlasyev sits down with John Campbell, Head of AI and Innovation at ROAST.
John has spent the last few years building one of the most sophisticated GEO measurement frameworks in the industry, working with major brands including Experian, and thinking three to five years ahead about where AI search is actually going. This is one of the most forward-looking and practically grounded conversations on AI visibility, prompt tracking and the future of search you will find anywhere right now.
Key Topics Covered:
- The three AI visibility measurement products ROAST has built: brand index, consumer preferences and key phrase level data, and what each tells a brand about their AI visibility
- Why running 100,000 prompts is the only way to get statistically significant AI visibility data given how non-deterministic LLMs are
- Whether shopping inside LLMs is going to be as big as everyone predicts and what brands need to do to prepare
- How to figure out what a model actually finds important when recommending products in your category
- Why Reddit, YouTube and social listening are becoming critical components of any AI search strategy
- What ROAST found when experimenting with GPT apps and why the results were surprising
- Whether your business should be building a ChatGPT app right now
- Why clicks are dropping while impressions are growing and what is actually happening underneath
- Whether SEO fundamentals still apply after nearly 20 years and what has genuinely changed
- Why PR, affiliates and socials are the new AI citation strategy
- Why most prompt tracking tools might be misleading everyone and what to use instead
- Fan-out queries: how AI models are searching your brand by name automatically without users asking for it
- Why voice search is different this time around and why it matters for GEO
- The hot take on ads coming to AI and what it means for the industry
- Why LLMs might eventually stop relying on Google and Bing and build their own search index
