Rowan's Notes Dharmesh Shah on AEO, AI Agents, and the ‘AI App Store’
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Dec 16, 2025 
Dharmesh Shah, Co-founder and CTO of HubSpot, dives into the evolving landscape of AI with insightful concepts. He introduces Answer Engine Optimization (AEO) and how content should adapt for AI-driven searches. He emphasizes the importance of quality content in the face of low-quality AI output and discusses the potential for AI agents as effective teammates. Dharmesh also shares his vision for an 'AI App Store' and highlights the need for careful training and oversight of AI agents, hinting at a future of collaborative, high-functioning AI systems.
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AEO Is SEO Reimagined For LLMs
- AEO (Answer Engine Optimization) is SEO's successor where the unit is snackable, citable content for LLMs rather than full web pages.
- Make content LLM-friendly by breaking ideas into question-answer pairs and concise, quotable chunks.
Make Answers Snackable And Citable
- Convert long, meandering posts into precise, pithy answers that fit into an LLM's response window.
- Explicitly list questions and answers in your articles to increase likelihood of being cited.
Audit And Translate High-Quality Content
- Audit existing content to find pages search engines already trust and translate those into LLM-friendly snackable answers.
- Track AI-sourced traffic separately and use tools or workflows to reformulate content into question-answer chunks.