Angie and the new influence dynamics stemming from conversational AI
Case study: Public Affairs & Media
Objective
Angie, a communications and marketing consulting firm, wanted to assess the current and potential impact of conversational AI on the search for information related to brands.
Approach
A study combining a quantitative survey and 15 screen-sharing observations analyzed the intensive use of leading LLMs in order to decipher the rationale behind prompting, decision-making, and iteration.
Impact
The survey revealed the pivotal role of chat bubbles in information searches, bringing to light new challenges in terms of influence and AI-driven reputation for brands.
In-depth analysis of chat bubbles
Understanding advanced uses
An initial quantitative study assessed the extent of the ongoing changes in information-searching practices. This analysis provided a clear framework for identifying the first shifts associated with conversational AI.
Deep-dive into real-world research
Screen-sharing interviews enabled direct observation of interactions with the leading LLMs. Analysis of intentions, wording, and decision-making shed light on how searches are now conducted in an ongoing dialogue with AI.
Forecasting evolutions in practices
Examining profiles of users with particularly advanced practices enabled to identify emerging trends and anticipate their spread. This analysis offered insight into upcoming changes in terms of visibility and AI-driven reputation.
Users don’t just scroll. They rephrase. They refine. They stay in the loop. For brands, this opens up a new strategic channel for influencing and infiltrating this “chat bubble.”
Elise Pinsolle
Partner at Angie
“Bubbles”: new sphere of influence
This study has enabled Angie to more precisely define how conversational AI is transforming the way people search for information about brands. By highlighting the role of chat bubbles, it offers a more strategic perspective on the new challenges related to visibility, influence, and AI-driven reputation.
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