Some eCommerce merchants are adopting the AI trend, taking the bait hook, line and sinker, and are signing on to try to recruit new customers using AI as a marketing channel.

For these entrepreneurs, there’s hardly a loftier goal than to get their brand, or at least some of their products, mentioned in a generative output through a model like ChatGPT or Gemini.

Some are, however, wondering if they can game the system by using generative engines to produce the materials needed for generative engine optimization services.

In short, the answer is no, but this post will break out the details.

What a Generative Engine Does

A generative engine, like ChatGPT, basically answers questions in a succinct fashion.

You ask it a question, and it gives you a conversational answer. The complexity and depth of the answer will vary according to your inputs.

Generative engines can also be used, however, to produce whole pages of copy. That is, they can write blogs, newsletters, press releases, reviews, and whole web pages. Good generative engines are even being used by developers to code whole apps.

Because of their far-reaching capabilities, generative engines are being used by some marketers to troubleshoot website issues and draft page copy, both of which are laborious tasks that not long ago could only have been performed manually.

Can You Use AI?

There are things you can use AI for in the realm of generative engine optimization. You can use it to help find keywords that topic clusters that are worth targeting. You can also use it to perform a light audit of your website or give recommendations for marketing efforts based on the current competitive landscape you’re facing.

You can also potentially use AI engines, specifically generative engines, for research, but the caveat is that AI makes some pretty bad mistakes, so if you do use it for that, make sure to check your work.

For the purposes of actually drafting the copy and materials that will be used for marketing, specifically for the purposes of producing generative engine outputs, AI should not be used; effectively, it cannot.

Some think they can shortcut the whole process by just using AI to generate the copy and web pages that would be used in generative engine optimization services. The problem is that this is echo chamber thinking.

Unfortunately, AI, even the best generative engines, cannot produce anything original. It is, again unfortunately, only capable of reproducing material based on what it uses as a reference.

This is problematic because it robs AI of authority on a topic. Worse is the fact that AI engines tend to make some pretty bad factual errors.

If you use AI to generate the copy you will use for AI marketing, it’s kind of like if you use duplicate copy in SEO; you won’t be generating any authority for your efforts. Ultimately, it won’t result in any additional visibility for your website or products.

The long and short of it is that you still need to do everything the old-fashioned way, that is, researching and writing manually, when you produce materials for either traditional search engine optimization or AI generative engines.

Working with an Agency That Offers Generative Engine Optimization Services

At the end of the day, those that want to see results through generative engine optimization services will either need to do it themselves, hire a professional, or work with a company that offers generative engine optimization services.

Nothing in life worth having comes cheap; AI marketing is no different. The good news is that since AI is still relatively new, investing in AI marketing now can potentially put you ahead of the curve.

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