Wantrepreneur to Entrepreneur | Start and Grow Your Own Business 1377: Is Your Brand Invisible to AI? Here's How to Fix It Now w/ Apurva Luty
Traditional Google searches are declining by 25% as consumers turn to AI like ChatGPT and Gemini to find products, get advice, and make buying decisions. This is the next major platform shift, and if your brand is invisible to AI, it will soon be invisible to your customers. In this episode, Apurva Luty, a marketing expert from Microsoft, Meta, and Discord, reveals how this AI wave is a massive opportunity for challenger brands to get ahead. Apurva breaks down exactly how to "teach" AI models about your business, ensuring they become your biggest advocates and drive a new wave of traffic and customers your way.
💡 What You'll Take Away For YOUR Business
- Why traditional SEO is becoming obsolete and how to master the new frontier of "Generative Engine Optimization" to get found by AI.
- How to conduct a free "brand audit" to see what AI models like ChatGPT and Gemini really think about your business (and what to do if they're wrong).
- The three core metrics (Message Pull-Through, Citation Share of Voice, and Recommendation) to measure and improve your brand's authority with AI.
- Actionable strategies to "teach" and train LLMs about your brand, ensuring they accurately represent your unique value proposition to potential customers.
- How to position your business to get recommended by AI in high-intent conversations, turning AI into a powerful, automated referral engine.
- Why a holistic brand narrative is now more critical than ever for discoverability in an AI-first world.
- How to leverage AI as a new distribution channel to potentially see massive increases in referral traffic, just like Apurva's clients.
📝 About Apurva Luty
Apurva Luty has spent the last decade on the cutting edge of every major platform shift in tech. With a track record of turning new mediums into predictable revenue streams at giants like Microsoft, Meta, and Discord, she has a deep understanding of consumer behavior. Apurva is a storyteller and marketer at heart, passionate about translating complex technology into accessible strategies. She is now the founder of Optimly, where she is tackling the final platform shift—AI—and building the tools to ensure challenger brands aren't left behind.
🎯 Apurva’s BEST Piece of Advice for Wantrepreneurs and Entrepreneurs
"Just do it... take that leap, because you are probably more prepared than you realize you are." Apurva’s core advice is to embrace a bias for action. Whether you’re on the fence about starting a business or scared about tackling a new frontier like AI, the key is to stop overthinking and start doing.
📢 Memorable Quotes
- "Instead of thinking about feeding the algorithm keywords, what you're trying to do is feed the LLM information. Truly teach the LLM who you are, what you do, who you serve, what makes you great." – Apurva Luty
- "When there's a big platform shift... it's always the little guys, right? The challenger brands that are kind of ahead of the curve that are able to kind of most take advantage of those opportunities." – Apurva Luty
- "AI, chat GPT, it's going to become some sort of gatekeeper between me and my customer... once you kind of get over that initial fear, you start to see this as a really unique opportunity." – Apurva Luty
🔗 Links & Resources