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Master AI-powered marketing before your competitors make your brand invisible
Consumers are asking ChatGPT, Gemini, and Amazon's Alexa for Shopping for brand recommendations and receiving single, decisive answers that bypass traditional marketing entirely. The Answer Economy: How AI Agents Will Decide Your Brand's Future offers business leaders the roadmap to ensure their brands are the ones AI recommends. Drawing from decades of experience helping Fortune 500 companies navigate digital disruption, author Pete Blackshaw reveals why brands unprepared for this seismic shift face existential risk.
This practical guide introduces the LATCH framework (Listen, Answer, Tell the truth, Clarify, Host) and revolutionary concepts including the Answer Divide, Algorithmic Anchors, and Content Liquidity. Rather than focusing on using AI for marketing automation, the book addresses the more urgent reality that consumers have already adopted AI as their primary discovery tool. Readers learn to audit their brand's trust footprint across answer engines, identify vulnerabilities where outdated content creates risk, and create structured transparent content that earns algorithmic visibility through real-world case studies from challenger brands and Fortune 500 companies.
Readers will also find:
- Practical frameworks for becoming the brand AI recommends when consumers ask questions that matter most to your business
- Step-by-step guidance on auditing your brand's algorithmic visibility and identifying content vulnerabilities before they become crises
- Proven strategies for transforming FAQs, site search, and customer service into powerful algorithmic anchors that train AI about your brand
- Real-world examples showing how brands win or lose in AI-powered discovery, from eCommerce successes to Fortune 500 transformations
- Methods for building radical transparency and trust as your ultimate competitive advantage in the Answer Economy
Essential reading for marketing professionals, business leaders, executives, and brand managers, The Answer Economy provides the strategic tools needed to thrive when the best answer - not the biggest advertising budget - wins. In this new landscape where trust becomes currency and AI algorithms act as gatekeepers, this book ensures your brand remains visible, relevant, and recommended.
Master AI-powered marketing before your competitors make your brand invisible
Consumers are asking ChatGPT, Gemini, and Amazon's Alexa for Shopping for brand recommendations and receiving single, decisive answers that bypass traditional marketing entirely. The Answer Economy: How AI Agents Will Decide Your Brand's Future offers business leaders the roadmap to ensure their brands are the ones AI recommends. Drawing from decades of experience helping Fortune 500 companies navigate digital disruption, author Pete Blackshaw reveals why brands unprepared for this seismic shift face existential risk.
This practical guide introduces the LATCH framework (Listen, Answer, Tell the truth, Clarify, Host) and revolutionary concepts including the Answer Divide, Algorithmic Anchors, and Content Liquidity. Rather than focusing on using AI for marketing automation, the book addresses the more urgent reality that consumers have already adopted AI as their primary discovery tool. Readers learn to audit their brand's trust footprint across answer engines, identify vulnerabilities where outdated content creates risk, and create structured transparent content that earns algorithmic visibility through real-world case studies from challenger brands and Fortune 500 companies.
Readers will also find:
- Practical frameworks for becoming the brand AI recommends when consumers ask questions that matter most to your business
- Step-by-step guidance on auditing your brand's algorithmic visibility and identifying content vulnerabilities before they become crises
- Proven strategies for transforming FAQs, site search, and customer service into powerful algorithmic anchors that train AI about your brand
- Real-world examples showing how brands win or lose in AI-powered discovery, from eCommerce successes to Fortune 500 transformations
- Methods for building radical transparency and trust as your ultimate competitive advantage in the Answer Economy
Essential reading for marketing professionals, business leaders, executives, and brand managers, The Answer Economy provides the strategic tools needed to thrive when the best answer - not the biggest advertising budget - wins. In this new landscape where trust becomes currency and AI algorithms act as gatekeepers, this book ensures your brand remains visible, relevant, and recommended.
PETE BLACKSHAW is Co-Founder and CEO of [...], helping the world's leading brands measure, protect, and grow trust in AI search and answer engines. Previously, he served as Vice President of Digital Marketing at Nestlé, overseeing digital strategy for hundreds of brands across 80 markets. He began his career at Procter & Gamble and later founded PlanetFeedback, acquired by Nielsen. During that time, he coined the term "consumer-generated media." He also helped write the marketing industry's first word-of-mouth ethics code and later chaired the National Board of the Better Business Bureau. A pioneer in digital consumer trust and a regular contributor to Ad Age, Blackshaw has spent more than three decades helping organizations navigate major shifts in consumer behavior-from online reviews and social media to today's AI-powered Answer Economy. He is the author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000 and holds an MBA from Harvard Business School.
A Note on How This Book Was Made xi
Introduction: The Bell Is Ringing Again xiii
Chapter 1 When Questions Become the Market for Your Product 1
Chapter 2 The Six Drivers of Brand Credibility That Never Changed 17
Chapter 3 Your New Customer Is an AI Agent 39
Chapter 4 Platform Personalities: Why AI Answer Engines Evaluate Brands Differently 59
Chapter 5 From Click-Through to Ask-Through: How Questions Replace Clicks as the New Demand Signal 75
Chapter 6 The Three Metrics That Matter: Visibility, Vulnerability, and Readiness 95
Chapter 7 The LATCH Framework: Five Behaviors That Build Trust at Scale 113
Chapter 8 The Six As of Answer Readiness 129
Chapter 9 Crisis and Governance in the Answer Economy 141
Chapter 10 If I Were CEO: The 100-Day Playbook 163
Chapter 11 Lead Now. The Answer Economy Won't Wait! 177
Notes 193
Acknowledgments 201
About the Author 205
Index 207
| Erscheinungsjahr: | 2026 |
|---|---|
| Fachbereich: | Volkswirtschaft |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | Einband - fest (Hardcover) |
| ISBN-13: | 9781394432592 |
| ISBN-10: | 1394432593 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Blackshaw, Pete |
| Hersteller: | John Wiley & Sons Inc |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 159 x 237 x 20 mm |
| Von/Mit: | Pete Blackshaw |
| Erscheinungsdatum: | 17.09.2026 |
| Gewicht: | 0,498 kg |
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