From Search (SEO) to Answers with Generative AI

In this episode of The Marketing AI SparkCast, Aby Varma—founder of Spark Novus, which partners with marketing leaders to adopt AI responsibly and strategically—hosts Mike Ensing, Founder and CEO of Revere AI. They explore how LLMs are revolutionizing search, shifting the customer journey, and forcing a new marketing playbook where brand discovery is increasingly mediated by generative AI systems rather than traditional search engines. The conversation delves into trust, hallucinations, data structure, and the strategic role of agents in brand engagement.

Topics Covered:

The Disruption of Search by LLMs: Traditional search is being replaced by answer engines like ChatGPT and Perplexity, reducing organic traffic through “clickless” interactions.

LLMs as Influencers: LLMs are becoming the key influencers of purchase decisions, with billions relying on them across multiple platforms.

Evolution from SEO to LLMO: Marketers must now optimize for LLMs through practices such as data structuring, LLMs.txt standards, and strategic visibility.

Hallucinations and Trust: Brands can reduce LLM hallucinations by increasing the volume and quality of data accessible to these models.

Agent-Led Decisions: Autonomous agents are starting to handle complex purchases, mirroring the trust people already place in self-driving cars.

Brand Monitoring Tools: Ensing introduces Brand Lumineer by Revere AI, which tracks how brands are presented across various LLMs and personas.

LLMs and Social Media Influence: LLM sentiment is shaped by broader internet content, including social channels like Reddit and user-generated platforms.

Crystal Ball Forecasting: Ensing predicts parity between GEO (Generative Engine Optimization) and traditional SEO within 18 months.

Mike Ensing is the Founder and CEO of Revere, a company he founded to help brands navigate the disruptive shift from traditional search to LLM-based brand discovery. With leadership roles at Microsoft, Deloitte, McKinsey, and Real Networks, Ensing brings deep experience in both AI strategy and corporate transformation. Connect with him on LinkedIn at https://www.linkedin.com/in/mike-ensing-b0228b4

Aby Varma is the founder of Spark Novus, helping marketing leaders adopt AI strategically and responsibly for innovation and growth. A Forbes Communication Council member and AI optimist, he hosts The Marketing AI SparkCast podcast and leads Marketing AI Pulse, a community dedicated to AI in marketing. Passionate about ideas that inspire change, he also serves as Head of Marketing for TEDxAtlanta. Connect with him on LinkedIn at https://www.linkedin.com/in/abyvarma/