Webinars
MSI Webinar: Optimizing for Search Engines and LLMs
With the widespread adoption of generative AI, it is easier than ever for firms to create content. But, how does that content perform? In this research, we compare content posted online before and after the release of ChatGPT and other generative AI tools to examine how online content has changed. We also investigate if the tactics that resulted in high search engine rankings, and consequently increased visibility, perform as well in chatbots powered by LLMs.
speaker
David A. Schweidel is the Goizueta Chair in Business Technology and Professor of Marketing at Emory University’s Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He was previously on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison and Georgetown University’s McDonough School of Business. His current research examines the marketing applications of generative AI. His research has appeared in leading business journals including Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. Schweidel is the author of Social Media Intelligence (Cambridge University Press) in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies. He is also the author of Profiting from the Data Economy (Pearson FT Press), in which he details the value of businesses tapping into consumer data for both individuals and companies.