AI May Make Businesses Sound The Same. Here’s How To Stand Out

AI is making it easier to market small businesses on leaner budgets. But it also may be making your business forgettable. According to a new survey from Skyword, 45% of U.S. adults have had trouble choosing between two companies because AI made them sound too similar. When asked what they remember most from AI comparison searches, only 26% remembered a company or product name.

Small businesses should pay attention. As more consumers use AI tools to research new products and services, your business needs to not only get visible in AI search results, but also be memorable when it does appear. Here’s why.

Not Everyone Is In Buying Mode

Research suggests that up to 95% of your target market are not in buying mode at any one time. That’s a whopping number of people who aren’t going to click “purchase” while they’re browsing online. This means you need to invest in brand-building so your business is memorable and top of mind when they’re finally ready to buy.

AI Isn’t Necessarily The Problem

Tools such as ChatGPT and Claude can be very useful for small business owners. Goldman Sachs reports that 93% of people using AI say it has had a positive impact on their business, and 84% say increased efficiency and productivity is the primary benefit.

The problem is letting it produce generic marketing materials, with little to no human oversight. That means you risk sounding just like everyone else in your industry. In fact, the Skyword study found that 49% of consumers say different companies’ websites, social posts or emails often sound similar to one another. So, always review anything produced by AI, and ensure it aligns with your brand guidelines and tone of voice.

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Here’s What To Do To Stand Out

You may not be able to control exactly when and how your brand appears in AI search results. But you can help differentiate what it shows by producing content that’s unique and distinctly your own. Here are a few ways to do this.