Swapping out ChatGPT for Microsoft Copilot
Building a B2B marketing chatbot from ten years of blog posts, using Microsoft Copilot Studio instead of ChatGPT.
Ben Rees - 4 February 2024
I've written a few times before about AI and it's impact on marketing. I've written here about the impact on Google search, and here about openAI and ChatGPT.
Finally though Microsoft is making a bit more of a song and dance about their offering, Copilot. I was sceptical at first because a previous version I had tried wasn't great. But now I am nothing but impressed. What I've been most impressed by is the option to make your own chat bots based on your own data using Microsoft Copilot Studio. So what I've done here is take all of my old blog posts about marketing from the last 10+ years and created a Copilot! A sort of “B2B marketing Copilot”.
GEO vs AEO: Why the Distinction Matters
AEO gets your content surfaced in AI-generated answers today; GEO shapes what AI systems already believe about your brand before the query is ever asked. For B2B buyers researching over weeks or months, ignoring GEO is the costlier mistake.
Brand visibility is now a Bayesian problem
AI visibility is a Bayesian problem: if the model's prior on your brand is weak, no content strategy will fix it in the short term.
I am invisible on every AI platform. Here is the data.
For ten weeks I ran an AI visibility measurement system across ChatGPT, Gemini, Copilot, and Perplexity. My appearance rate for non-branded queries is zero. Here is what the data actually shows.
There Are Two Kinds of AI Memory
New bjrees.com tracking data shows branded AI visibility holding steady for months while topical visibility decays in 6-7 weeks - confirming the AEO decay-curve hypothesis with real numbers.