Franchise Marketing in the Age of AI Search

Franchise Development Campaigns and AI Search

Traditional metrics for measuring franchise development campaigns are becoming less relevant due to the growth of AI-generated search through tools like ChatGPT and Perplexity, as well as AI enhancements from Google and Microsoft. Users now receive instant, summarized answers, reducing the need to scroll through links.

The rise of AI search necessitates an update in how franchise development results are generated and measured. Search engines prioritize delivering relevant information, but AI-generated search changes the landscape.

The Impact of Zero-Click Search

With “zero-click search,” users obtain information directly from AI responses, bypassing website visits. This results in fewer clicks, less traffic, and limitations for traditional analytics. Site visits and click-through rates become less reliable for gauging brand visibility.

Becoming a Trusted Source

To appear in AI-generated answers, a brand must establish itself as a trusted source. AI tools gather information from various sources, often favoring credible and authoritative ones. Brands that prioritize authority as a strategy will thrive.

Clearly define your expertise and ensure your messaging reflects valuable content. AI selects based on relevance, structure, and credibility, not traditional marketing tactics. Consistent, high-quality content is essential. Invest in thought leadership and share expertise across platforms like websites, blogs, social media, newsletters, videos, podcasts, and earned media. Unify your message across owned, earned, shared, and paid strategies.

Adapting to the New Environment

Adapt your content strategy as organic search becomes less reliable. Promote content through paid media and publish on platforms that AI trusts, such as industry publications, high-domain ranking sites, and respected media outlets. While SEO remains important, AIO—optimizing content for AI comprehension and summarization—is crucial.

Make your information relevant to both AI and human prospects.

AI Audits and Measurement Strategies

Conduct “AI audits” to check if your franchise is listed when asking AI tools for top franchises in your category. If not, you’re missing visibility where potential leads are looking. Emerging measurement strategies aim to address the shortcomings of traditional tools.

Track your presence in AI-generated search results with available tools. Surveys indicate that while some consumers still prefer traditional search engines, a shift is occurring.

One survey showed that over 40 percent of global consumers trust AI-generated answers more than paid search ads. Traditional marketing tools still offer value, but change is underway. Brands that adapt to generate visibility and measure impact in the age of AI search will be well-positioned in franchise development marketing.

Scott White is the co-founder and CEO of Thunderly Marketing.

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