Marketers have a compelling case to access the top AI tools their customers use – ChatGPT, Claude, Copilot, Gemini, Perplexity – not just the one their company approved.
AI tools are where your buyers ask questions, get answers, and form opinions before they ever visit your site or talk to a sales rep.
Your customers are using these tools to research and evaluate solutions. Each AI shows and organizes info differently. Just like you wouldn’t launch a campaign without knowing how it shows up in Google or LinkedIn, you can’t ignore how your brand appears across AI platforms.
What makes this even more important is that a recent study from Semrush found that AI search visitors convert 4.4x better than regular organic traffic. They’re already educated, compared options, and know your value.
Your customers are already using AI agents to get things done. AI tools now plan their research, search multiple sources, analyze information, and create detailed reports. With ChatGPT Agent, users can browse websites, compare products, fill out forms, and add items to shopping carts. These capabilities are here now.
Companies should give marketing teams access to all major AI platforms. Not everyone needs this access, but key team members should be able to:
➡︎ Check if your company gets mentioned when AI answers customer questions throughout their buying process.
➡︎ See how AI explains scenarios you’re best for and advantages compared to competitors.
➡︎ Understand how AI experiences vary like voice vs text, mobile vs desktop, and browser vs app.
Marketers should ask for this access. You can’t outsource this research. AI tools work differently than search engines or media monitoring. They’re also advancing rapidly, so you need these tools at your fingertips to stay on top of it. This is about understanding your market position and customers.
If your team only uses one AI platform, you’re flying blind to how most of your market sees you.
This needs guidelines. Work with legal and IT teams to set clear rules on data protection, appropriate use cases, and boundaries.
Your customers are already there. Have you asked? What else do you need to have the confidence to ask? Share this post with whoever you need to convince.
