#500 - John Bush - Answer Engine Optimisation

John Bush has created a way for businesses to be seen by Large Language Models called Answer Engine Optimisation.

Summary of PodcastPodcast milestone and background

Kevin and Graham discuss reaching their 500th episode of The Next 100 Days podcast. They reflect on their journey over the past 10 years and how the podcast has evolved. They introduce their guest, John Bush, an expert in "Answer Engine Optimisation" (AEO). John will discuss how businesses can optimise their content for AI-powered search engines like ChatGPT.

John's background and AEO concept

John shares his background, including his experience in telecom, startups, and cloud infrastructure. He explains how he became interested in AEO after seeing the impact of AI on his marketing consultant friend's business. John describes the process of developing an AEO analysis tool. The tool evaluates websites on factors like visibility, accessibility, and authority. The outcome means businesses can make their content more searchable and usable by large language models.

The changing landscape of search and AI

Kevin and John discuss the declining importance of traditional Google search and the growing prominence of AI-powered search tools like ChatGPT. They explore how businesses need to adapt their content and website structure to be more easily understood and referenced by these new search engines, rather than just optimising for Google.

Practical applications of AEO

John demonstrates a tool his team has developed that can automatically analyse a company's competitive landscape and provide insights based on the data, without relying on the company to manually gather and synthesise the information. He explains how this type of AI-powered analysis can be applied to various business functions, such as RFP responses and lifetime value calculations.

Challenges and considerations around AI-generated content

Kevin raises concerns about the potential risks of using AI-generated content, such as the ability to verify the accuracy and provenance of the information. John discusses efforts to address these issues, including watermarking content and providing audit trails for AI-powered decisions.

The future of AI in business

John and Kevin discuss the broader implications of AI in the enterprise. They cover the importance of data stewardship, security, and the role of human expertise in augmenting AI capabilities. They explore how AI can be used to automate and enhance various business processes, while also highlighting the need to carefully manage the integration of these technologies.

Wrap-up and reflections on the podcast

Kevin and Graham reflect on the evolution of The Next 100 Days podcast over the past 10 years, noting the shift in focus towards AI and technology. They express their enthusiasm for continuing the podcast and exploring the latest developments in this rapidly changing landscape.

The Next 100 Days Podcast Co-HostsGraham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com