The AI Internet requires a new GTM strategy
Consumers are racing to integrate LLMs into their online journeys. ChatGPT reached 100m users faster than any other consumer application, to say nothing of the other half dozen players.
We are moving from search & discover to ask & answer
Search & Discover: Today’s online GTM strategies are built around twenty+ years of SEM and SEO. Brands tailor their content and marketing campaigns around keywords indexed by algorithmic search engines to drive sales leads and conversions.
The strategies and tactics are well understood and measurable.
Ask & Answer: AI GTM requires designing distribution and conversion strategies for Generative AI tools like ChatGPT, Google Gemini, Perplexity, Llama and Claude. These services try to give users unique answers to their questions based on “reasoning,” not solely on keywords.
The strategies and tactics are completely different than SEM/SEO.
We help brands develop sustainable AI GTM strategies with three offerings
Understand and track your Brand’s visibility and competitive positioning across LLMs
Get solutions your toughest LLM challenges through regular prototyping sprints against the latest LLM and agent code releases
Develop and implement LLM Content Management strategies that drive growth
AI Visibility Audit & Tracking
How visible is your brand across the leading LLMs?
How does your brand visibility compare with your competitors?
Which audiences do the LLMs associate with your brand?
We create custom reports that answer these and other questions to inform your AI GTM strategy and audience targeting. We can customize your audit by brand, audience, and topic.
> Brand AI Lab
Our Brand AI Lab researches and prototypes new AI GTM experiences and technologies to help client Brands see around the corner.
Lab membership is annual and limited to 20 Member Brands per year. Member Brands get exclusive access to the Lab’s research.
The Lab runs 6-12 sprints per calendar year. Each sprint focuses on one primary question with supporting experiments documented in the form of interactive demos and accompanying reports. We also deliver regular flash updates on the impact of new AI developments.
The next sprint is scheduled for late Q2 2025.
Initial sprint concepts include but are not limited to:
Educating LLMs on Brand personalities and values
LLM Content Management
Agentic selling for e-commerce
> Strategy & Implementation
Building on your Brand’s AI Visibility Audit, we create an LLM strategy to make sure the LLMs truly understand what your brand is about - what it truly means to humans.
This is the key to making sure the LLMs are working on your behalf to reach the audiences you care about with personalized and contextually relevant answers that drive leads, conversions and growth.
We can augment your in-house development resources with architects and engineering teams to implement strategic recommendations from prototype to production.
Leadership
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Neil Scott Rafer
Rafer drives market growth opportunities via operating startups, advising founders, aggressive corporate development, and strategic consulting with implementation.
Over the last decade, he founded, ran and sold a Shopify app rollup; replatformed the largest electronics retailer in Australia onto Shopify through which they now sell US$1B annually; supported startups that sold $1B of Facebook ad media, sold SaaS to 40%+ of Shopify’s active merchants, and ship a $250M+ in ecommerce goods outside of Amazon, Walmart, and the other incumbents.
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Prashant Agarwal
Prashant has extensive experience in product management, experience design, management consulting and corporate development.
He founded the US studio for Fjord, which was acquired by Accenture. Then went on to build the design practice at McKinsey.
Most recently he was responsible for corporate development at Pantastic and GM for Influencer Marketing Hub, where he experienced the transition from SEM to Generative AI first hand.
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Jeff Reine
Jeff is an advisor and business developer with deep experience bringing innovation to market. He has worked with both startups & enterprise including Sapient, eBay, Foursquare and The Coca-Cola Company. As a consultant, investor & executive he has supported the growth of a diverse set of clients across Media, Telecom, CPG, Hospitality and Retail Technology.
In addition to his work with [e.m], Jeff is the Executive Advisor to World50’s MarTech Accelerator. And in the recent past, he led the development of an artificial personality for Coca-Cola whose goal was to be “refreshing” to consumers in the ai internet.
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