Agencies Leverage AI for Client Acquisition
Marketing agency JARS Digital has partnered with Brandi AI to help B2B brands use their AI adoption as a competitive advantage. The collaboration illustrates a trend where agencies are using their AI capabilities not just for internal automation but as a strategic differentiator to win new business.
- The partnership centers on a new discipline called Generative Engine Optimization (GEO), which focuses on optimizing content to be cited in answers from AI platforms like ChatGPT, Gemini, and Claude. This contrasts with traditional SEO by prioritizing signals like authority and trustworthiness over keyword placement. - Brandi AI's platform provides competitive intelligence by tracking how often a brand and its competitors are mentioned in AI-generated answers, identifying which buyer questions drive visibility. This allows agencies like JARS Digital to offer data-backed strategies that go beyond typical SEO reporting on traffic and rankings. - The collaboration reflects a broader industry shift where client expectations are rising; they now expect agency partners to deliver AI-driven speed, quality, and predictive insights. Forrester data shows that 89% of B2B buyers now use generative AI during their purchasing process, making visibility on these platforms critical. - For agencies, adopting AI is becoming a key differentiator for winning business. AI-powered agencies can automate lead qualification and respond to prospects 24/7, with some reporting a 3x increase in qualified leads and a 40% higher conversion rate. - Brandi AI's technology includes an "Optimization Hub" that adapts existing content from websites, press releases, and LinkedIn posts to be more easily understood and cited by AI models without rewriting the original material. This helps maintain brand voice while improving machine readability. - While AI adoption is high, with 91% of U.S. agencies using or exploring generative AI, its application is uneven. Many agencies use it for brainstorming (86%), but far fewer currently use it for core strategic functions like SEO (31%) or streamlining internal processes (44.4%).
