A CMO was horrified by how ChatGPT described her company. Here’s how she’s fixing it.
After discovering that AI answer engines like ChatGPT provided outdated descriptions of her company, Ameresco's CMO overhauled the firm's messaging to improve its digital visibility. As consumers increasingly rely on conversational AI rather than traditional search engines, companies are racing to adopt generative engine optimization (GEO) strategies.
Why it matters
The shift from traditional search engines to AI chatbots forces businesses to fundamentally alter their marketing and public relations strategies to ensure accurate brand representation.
Ameresco CMO Leila Dillon has been shaking up the energy solutions provider's AI visibility strategy. Ameresco A version of this post appears in CMO Insider. Sign up for Business Insider's marketing newsletter . When Ameresco CMO Leila Dillon asked ChatGPT and other AI answer engines to describe what her company did, she was shocked by the results. The publicly traded company is an energy infrastructure provider, helping power the rapidly growing AI buildout, as well as military bases and municipal facilities. But the AI chatbots were outdated in their responses, frequently referring to it simply as a cleantech or renewable energy business — areas it still operates in, but are less of a focus — or citing smaller projects it worked on years ago. "It was quite horrifying," Dillon told CMO Insider.
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