Sam Hiner, Ridgemount
Luckily for us content creators, the bots haven’t quite reached full sentience yet. Until then, someone still needs to have the bright idea, set the objective, and point the machines in the right direction. So yes, we still have a use… for now.
But let’s step back from that dystopian view of the future for a second. At Ridgemount, we’ve been looking at how A.I. is changing not just how we use and interact with search engines, but also how people make decisions. And that shift is a big deal for marketing.
Search vs. Decision-Making
Traditionally, your daily conversation with Google, Bing or even DuckDuckGo goes something like this: “Show me the top restaurant near me,” you of course ask politely. Google promptly throws 2 million results at you and leaves you, a poor human, far too overworked and overtired to make the final decision – afterall our attention spans aren’t what they used to be. So, we typically choose the top one and move on. Thanks, Google.
But A.I. tools? They’re a different beast. Ask the same question, and instead of endless links, you get a neatly packaged recommendation: “Do you want me to find the best one based on reviews? Or distance? This is what most people choose—shall I book it?” Suddenly, A.I. isn’t just giving you information—it’s making decisions easier and making you feel like you’re informed – a sense of pride in the ease. Most of us almost feel happy to hand over the reins – a different experience and one that perhaps may eclipse the ways of old?
So, what does it mean for marketers?
If your customers (or your customers’ customers) are using these A.I. tools, then your content must be good enough, credible enough, and everywhere enough for the machine overlords to pick it up and serve it as the answer—not just another option in a long list of links. That’s where Ridgemount comes in.
We’ve always loved staying ahead of the curve. Here’s how we’re helping brands win in this new AI-shaped landscape:
SEO that actually works
A solid SEO programme isn’t just about topping Google results anymore—it’s about creating content A.I. trusts enough to quote. If your blogs and thought leadership pieces don’t have a proper strategy behind them, they’ll never be picked up by A.I. tools, no matter how pretty they look. Don’t let good content go to waste.
Ed, not ad
You can’t just buy your way to credibility. Slapping your logo on every billboard or paying for top search placement won’t make people believe in you – it’s part of a wider strategy but can’t standalone. The brands that win are the ones that solve real problems, contribute to bigger conversations, and take a stand on something meaningful. Editorial value > ads every time.
Independent verification
Who do you trust more—a pushy salesperson or a friend who swears by a product? Exactly. The best marketing is still someone else singing your praises. Find those trusted voices in your space, get in their orbit, and give them a reason to recommend you. We find those people, persons or communities and find ways to get them chatting about your product.
At Ridgemount, we’re already knee-deep in A.I.—testing, prodding, and generally poking the machines to see what makes them tick. And we’ll keep sharing what we find.
One final thought: if A.I. isn’t part of your marketing strategy—or your agency doesn’t have a plan for it—you might want to find one that does (they told me to say it)
Because in this new world of machine-made decisions, getting left behind isn’t an option.