The Head of Growth at a $100M Company Explains AEO
Platform-Specific Playbooks for LLM Discovery
The playbooks for driving discovery across different LLMs like ChatGPT, Claude, Perplexity, and Gemini are distinct, with only about 30-40% overlap. For Google AI Overviews, traditional SEO rules apply. ChatGPT heavily leverages Reddit for citations, making it a prime platform for that specific LLM. Claude, however, cites far less and is best accessed through its ecosystem, such as MCP servers, though this requires users to acquire their own audience first. The speaker predicts Claude will evolve to resemble a 'Play Store' for applications, while ChatGPT will function more like Google Search. This necessitates a nuanced approach to content strategy for each AI platform. The key is to tailor content and engagement strategies to the unique characteristics of each LLM.
AEO Dominance and Future Growth Channels
AI-driven organic discovery (AEO) is currently one of Gamma's top-performing customer acquisition channels, growing faster than any other. The vast majority (over 90%) of this AEO traffic comes from ChatGPT, with Perplexity also contributing. While Gamma has seen usage through its MCP connector for Claude, new user acquisition is still heavily driven by ChatGPT. The company is actively working on improving its strategy for Google AI Overviews, acknowledging it's an area for development. This focus on AEO, particularly through ChatGPT, underscores its critical role in Gamma's current and future growth trajectory. The future likely holds further evolution in how these AI platforms drive discovery and user acquisition.
