A CMO was horrified by how ChatGPT described her company. Here’s how she’s fixing it.
AI answer engines were presenting an outdated version of what Ameresco actually does. An audit revealed a 47 areas for improvement.
Ameresco's Chief Marketing Officer, Leila Dillon, was dismayed by how ChatGPT and other AI chatbots portrayed her energy solutions company. The publicly traded firm, specializing in energy infrastructure, found that the AI models often simplified its identity or referenced outdated projects. Dillon decided to overhaul the company's messaging and AI visibility strategy.
Over the past year, Ameresco has implemented several changes to its content strategy. These include updating its corporate brand identity, refining its awards submission process, refining its Q&A-style content formats, and creating targeted content for various customer groups. Additionally, the company has launched a video series called "Energy Benefits Unlocked" and introduced quarterly AI visibility tracking audits.
These efforts have started to pay off. Ameresco's organic website traffic increased by 50% over the past 12 months. Dillon anticipates further business results from the GEO work, as the marketing team appears to be more efficient. However, Dillon emphasizes that the rapid evolution of AI means this work is ongoing, with the team continuously revisiting AI visibility scores and sharing updates in weekly meetings.
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