RSS 18: How AI Is Changing Buyer Behavior (And How to Respond)

Sep 13, 2025

Artificial intelligence is drastically reshaping how consumers discover and evaluate products. Traditional SEO strategies are becoming obsolete as AI platforms take the lead in buyer interactions. Tools like ChatGPT and TikTok are shifting the focus of product research away from traditional searches. Businesses are encouraged to engage more authentically and build trust in this new landscape. The emphasis is on adapting marketing strategies to thrive in a world dominated by AI, where human connection remains essential.

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INSIGHT

AI As The New Middleman

AI now sits between businesses and buyers and often replaces the website as the first touchpoint.
Buyers receive answers directly in search or chat without visiting your content first.

INSIGHT

AI-Powered Discovery Is Decentralized

AI tools scrape reviews, forums, videos and surface summarized recommendations across platforms.
This decentralized scraping shapes attention and therefore shapes trust.

INSIGHT

Search Starts Everywhere Now

Discovery no longer starts solely with Google; buyers begin on ChatGPT, TikTok, Reddit, and other platforms.
Different LLMs and platforms produce different results so presence must be multi-channel.

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In this episode of The Ross Simmonds Show, Ross breaks down how artificial intelligence is fundamentally changing the way consumers discover, evaluate, and choose products or services. Traditional SEO strategies and marketing funnels are no longer as effective in a world where AI platforms like ChatGPT, Claude, Gemini, and TikTok summaries serve as the first touchpoint for buyers. Ross not only highlights these seismic shifts but also provides a concrete blueprint for brands looking to thrive in an AI-influenced world: show up where the machines are listening, create confident content, and double down on what only humans can do—empathize and build trust.

Key Takeaways and Insights:

1. AI Has Become the New Middleman

- AI is now the layer between businesses and buyers—not your website, blog, or email campaign anymore.

- Platforms like Google Search are now serving AI-generated answers directly in the SERPs. Users no longer need to click through to content.

2. The Rise of AI-Powered Discovery

- Tools like ChatGPT, Claude, and Gemini are replacing traditional search.

- Platforms like Reddit and TikTok are leveraging AI to deliver research-based answers and recommendations.

3. AI Discovery vs. Traditional SEO

- Search is now decentralized—starting on TikTok, Reddit, Instagram, and AI tools.

- “GEO” (Generative Experience Optimization) is not just another flavor of SEO—it's a new paradigm.

4. Evaluation Before Interaction

- Buyers are arriving at demos already informed via AI comparisons and analysis.

- Trust has already been formed—or lost—before your team speaks to the buyer.

5. AI’s Interpretation of Trust

- AI evaluates trust by looking at author credibility, citations, platform presence and content quality.

- Influencing LLMs (Large Language Models) is now as important as influencing people.

6. Actionable Solutions

- Solution #1: Shift Your Mindset

- Solution #2: Build Authoritative Content Moats

- Solution #3: Align for the Pre-Sales Journey

7. The Ultimate Competitive Edge: Being Human

- AI can't replicate human empathy, intuition, or emotional intelligence.

- Your ability to build trust in 1:1 conversations and real-world engagement is your moat.

Resources & Tools:

🔗 ChatGPT

🔗 Claude

🔗 Gemini

🔗 Reddit AI Tools

🔗 Perplexity AI

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