Been seeing some dis
[2024-06-14 04:11:07 AM] : Been seeing some discussions about Apple Intelligence and its impact on email marketing - i.e. summarising emails without you having to open them (see image).
This links to a general discussion about AI Search and SEO in general where people won't get links to your site but direct answers that are probably "good enough".
How will you approach this?
For me the fundamentals should remain true i.e. helping people. The challenge might be to maintain an ability to do that at scale in a way you control. I don't know?
1 Reply
[2024-06-14 07:39:54 AM] : Not an expert by any measure, this is just me thinking about it:
It should come down to the original content being more useful than the AI summary. The primary reason that people will end up using the AI answer is to save time. And they'll do it even if they risk getting bad info from the AI.
If my article:
1. Is very to the point with no filler content.
2. Frontloads the useful information to the beginning of the article.
3. Makes it clear why you would skip a section or continue reading when adding extra info.
Then it's going to be strictly more useful than the AI summary of it, even if reader is looking to save time.
Now, some traffic will be lost because these summary products are being made to keep the user on the search page but what I'm hoping is that helping with getting the customers back once they see that: reading my original took not much longer than reading AI summary, and it was higher quality.
That last part I'm least sure about because it kind of assumes rational behaviour from my readers and assuming rational behavior from humans is often wrong. :sweat_smile:
If anyone has more experience with this I would very very much like to hear from you!
[2024-06-14 08:08:05 AM] : Yes good points. So the business model here with eBombs is "How do I do x" ... "Oh they have article on just this thing." ... "Wow that was useful." ...
and now the key bit (perhaps at risk)
"Oh look, they have all these other relevant articles too." ... queue gorge ... "Oh they have a newsletter" ... gives email.
Crudely at least.
So the risk is the lost traffic, but also the lost "upsell" to other useful articles and therefore trust building.
The email summaries pose a different challenge. (open rates, click rates etc) and consumption of your content without PDF. So less trust building / trust maintenance.
Just curious as to how people are thinking of dealing with this. Or not :slightly_smiling_face:
[2024-06-14 08:10:27 AM] : I guess my thinking boils down to: I will summarise way better than the AI so that any further summary AI does just makes it worse. And then hope people will recognize that. :sweat_smile: