Marketing Against The Grain We Asked 4 AI Tools About Our Brand (The Result Were Alarming)
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Apr 16, 2026 AI tools are steering customers to competitors and brands may not even realize it. The episode compares recommendations from ChatGPT, Claude and Perplexity on the same CRM query. It outlines how different AI sources and signals shape those recommendations. Practical actions for auditing your brand in AI-driven search and steps to change how AI positions your business are highlighted.
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AI Answers Shape Buyer Evaluation Criteria
- AI search engines synthesize recommendations instead of listing links, shaping evaluation criteria for buyers.
- Kipp Bodnar shows AI answers set the stage by describing what matters for a CRM, not just naming vendors.
Same Query Yielded Different Ranked CRMs
- The same CRM query returned HubSpot, Salesforce, FreshSales, and Zoho but with different positioning across engines.
- Kipp compares outputs from multiple AIs to show each engine frames reasons and ranking differently.
Run Prompts And Compile An AI Recommendation Audit
- Audit how your brand is recommended across major AI engines using buyer-style prompts.
- Kipp suggests compiling those AI responses into a single page or PDF to show gaps to leadership.