Low visibility of outcomes
Since it is currently difficult to gauge the effectiveness of an AI answer engine strategy, Rubb advised that marketers need to remain omnichannel focused.
“We have to be everywhere,” he said. “If you were just trying to game the AI models, the data suggests that it’s like building a sandcastle. Eventually, the tide is going to come in. We’ve seen some data that suggests that citations are up, and then they’re down, and then they go back up again, and there are really not any APIs that suggest why that is yet.”
