The Marketing Misfits ChatGPT is Killing Your Strategy... | AI Expert Lutz Finger
Nov 11, 2025
Lutz Finger, an AI expert and Cornell faculty, dives into the rapid evolution of e-commerce and branding due to AI. He warns that relying on Amazon can lead brands to extinction and unveils 'Generative Engine Optimization' as the future of ranking in search results. Lutz discusses the pitfalls of AI-generated content and emphasizes the importance of building real human communities for marketing success. He also sheds light on the transformative impact of OpenAI’s partnership with Walmart and advises brands on essential strategies to remain competitive.
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ChatGPT Trust Linked To Worse Decisions
- Lutz cites a study where investment managers who trusted ChatGPT more performed worse.
- He uses this to warn against overtrusting AI without understanding its limitations.
Aggregators Face Existential Pressure
- Aggregator business models like Amazon's will break down as chats/LLMs become primary shopping interfaces.
- Trusted conversational agents will replace keyword-driven aggregator pages for many purchases.
Chat Is The Next Major Web Interface
- Chat-based interfaces are a new web interface that change how people discover and buy.
- This interface shift will ripple through marketing, product representation, and IP questions.