How digital marketing agencies can optimise for AI search get recommended in ChatGPT

AI search is fundamentally different from Google. Traditional search engines serve the same results to everyone for the same query. But AI tools are quietly building individual user profiles based on past conversations, preferences, and positive interactions with brands and content.

Our theory is that adding a “Summarise with AI” button to your blogs, landing pages, and resources creates valuable touchpoints between your website and an LLM’s memory. When visitors use it to summarise your content in ChatGPT or other AI tools, they’re not just consuming information, they’re also training the AI to connect your expertise with their future queries.

At Insites, we're testing this theory using a “Summarise with AI” button on our blogs.

When someone clicks these buttons, they're taken directly to the AI tool with our blog content pre-loaded for summarisation. This creates a few benefits:

Immediate value: Readers get quick, personalised summaries of our content
Memory building: The AI processes our expertise and potentially creates associations for future queries
Extended engagement: People might ask follow-up questions about our services while the content is fresh in the AI's context

For example, if someone summarises our blog on SEO auditing in ChatGPT and months later asks "who can help me audit my client's SEO performance?", based on what we know about how LLMs retain information and give personalised information, there's a higher chance ChatGPT will connect the dots and recommend us based on that previous interaction stored in their conversation history.

Full transparency: this is still experimental. We don't have concrete proof yet, but based on what we know about how AI learns and personalises, it's worth testing. In a world where AI increasingly shapes how people discover solutions, every positive interaction with your brand counts as a strategic advantage.

For digital marketing agencies, this represents a huge opportunity to stay ahead of the curve. By optimising both your own content and that of your clients for AI interaction, you can ensure your expertise gets processed and remembered by AI tools, increasing the chance of future recommendations.

Even recommending this kind of "small win" approach to your clients positions you as forward-thinking, and if the approach pays off, you'll have real case studies to showcase your expertise in emerging digital marketing trends.

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