TRANSFORMATION OF MARKETING COMMUNICATIONS IN THE CONTEXT OF ANSWER ENGINE OPTIMIZATION (AEO)

Abstract

The article examines the transformation of marketing communications under the influence of Answer Engine Optimization (AEO) in the context of the rapid development of generative artificial intelligence. The relevance of the topic is обусловлена changes in information retrieval mechanisms and the growing role of AI systems that generate ready-made answers instead of traditional search results, which significantly affects the interaction between brands and consumers and reshapes the logic of demand formation. The purpose of the article is to investigate the impact of AEO on the transformation of marketing communications and to substantiate changes in the models of interaction between brands and consumers in an AI-mediated environment. The methodological basis of the research is formed by a set of general scientific approaches, including systemic and comparative analysis, as well as methods of generalization and interpretation, which made it possible to explore the transformation of marketing communications in the context of the development of an AI-mediated environment. The results of the study reveal key changes in consumer behavior associated with the transition to AI-mediated search and the emergence of “delegated choice.” The impact of AEO on the transformation of the customer journey and the marketing funnel is substantiated, in particular the reduction in the number of touchpoints and the increasing importance of brand information visibility. It has been established that the first point of contact with the consumer is shifting to the AI environment, which complicates brand control over the decision-making process. Key challenges related to the loss of control over the customer journey in the AEO environment and their impact on brand-consumer communication are identified. The main directions of changes in marketing communications are outlined, including the transformation of content, interaction channels, and performance metrics. A generalized model of marketing communications in the AEO environment is proposed, reflecting the transition toward managing brand information presence in the digital space. The practical value of the obtained results lies in the possibility of their application by companies to adapt marketing communications to the conditions of an AI-mediated digital environment, enhance the effectiveness of brand information presence, optimize content strategies, and build long-term relationships with consumers.