Understanding Dharmesh's Vision for AI and Brand Strategy

In a recent update from Simple.AI, Dharmesh Shah, co-founder of HubSpot, shared groundbreaking insights into how tools like ChatGPT influence brand recommendations. As AI technology continues to reshape digital interactions, this update holds significant implications for AI search, brand visibility, and content strategy. In this post, we’ll break down Dharmesh’s key points and explore what it means for your marketing approach.

Dharmesh’s post on Simple.AI emphasises that AI-driven language models, such as ChatGPT, now play a crucial role in recommending brands to users. Instead of relying solely on traditional search engine algorithms, consumers are turning to conversational AI to receive brand recommendations tailored to their specific needs. This shift signals a new era where brand presence within AI tools can be as important as appearing on the first page of Google.

A standout point in Dharmesh’s update is the introduction of a concept he refers to as the “AI Agent”—a user-built digital tool designed to analyse how ChatGPT compares and recommends brands in response to user queries such as "Should I buy X or Y?" This agent, created by Paul Friberg via Agent.ai, provides insights into how ChatGPT evaluates brands and presents recommendations. that AI-driven language models, such as ChatGPT, now play a crucial role in recommending brands to users. Instead of relying solely on traditional search engine algorithms, consumers are turning to conversational AI to receive brand recommendations tailored to their specific needs. This shift signals a new era where brand presence within AI tools can be as important as appearing on the first page of Google.

A standout point in Dharmesh’s update is the introduction of a concept he refers to as the “AI Agent”—a user-built digital tool designed to analyse how ChatGPT compares and recommends brands in response to user queries such as "Should I buy X or Y?" This agent, created by Paul Friberg via Agent.ai, provides insights into how ChatGPT evaluates brands and presents recommendations.

How the AI Agent Works

Dharmesh’s excitement about this AI agent is rooted in its potential to offer unparalleled visibility into AI-generated brand perceptions. Here’s a breakdown of how it functions:

1. Input Comparison: You enter your brand and a competitor’s brand.

2. Direct Comparison Report: The agent generates a side-by-side breakdown of how ChatGPT compares the two brands.

3. Buyer Persona Insights: It reveals the buyer personas ChatGPT assumes for each brand.

4. Recommendation Triggers: The agent pinpoints when ChatGPT recommends one brand over the other.

5. Actionable Improvements: It provides guidance on improving your brand’s standing in ChatGPT’s responses.

A Real-World Test: HubSpot vs. Salesforce

Dharmesh tested the agent by comparing HubSpot with Salesforce—a competition he knows intimately. The findings were revealing:

• Strengths Identified: ChatGPT accurately described HubSpot as a comprehensive all-in-one platform, highlighting its user-friendly design, leadership in inbound marketing, and robust educational resources.

• Perception Blind Spots: Despite HubSpot's actual capabilities, ChatGPT perceived it as having limited customisation options, complex pricing, and fewer integrations than reality.

• Persona-Specific Insights: ChatGPT clearly categorised HubSpot’s ideal user as an SME marketing manager seeking an all-in-one solution focused on inbound marketing and affordability. In contrast, Salesforce was positioned as the go-to for enterprise buyers prioritising high customisation, advanced sales automation, and extensive integrations.

These insights illustrate how ChatGPT’s brand recommendations can shape the decisions of millions of potential customers—and how crucial it is for companies to address inaccuracies in AI perceptions.

What You Can Do to Improve AI Perception

Dharmesh’s findings emphasise that brands can influence AI-driven recommendations, but not by trying to “game the system.” Instead, improvements come from optimising public-facing content and customer engagement. Here are three areas that shape AI recommendations:

1. Public Content: Your website, documentation, blog posts, and customer stories are primary sources of information for AI models.

2. Customer Sentiment: AI tools pick up cues from reviews, social media posts, and community discussions.

3. Industry Perception: Analyst reports, press coverage, and external thought leadership contribute to how AI tools interpret your brand’s reputation.

Steps to Strengthen Your Brand’s AI Search Visibility

To ensure your brand is accurately represented in AI-driven comparisons, consider the following action steps:

1. Audit and Enhance Core Content

• Address misconceptions directly by featuring accurate and updated content about your brand’s capabilities.

• Ensure your product’s flexibility, integrations, and strengths are highlighted in case studies and product pages.

2. Focus on Use Case-Based Stories

• Provide real-world customer success stories showcasing how your solution addresses specific challenges.

• Tailor content to show examples that counter any blind spots detected by the agent.

3. Build and Amplify Social Proof

• Encourage customers to share positive experiences on review sites and social platforms.

• Address negative perceptions by responding transparently and demonstrating continuous improvement.

The following example demonstrates effective content types for influencing AI perceptions in the tech industry:

• Detailed customer case studies showcasing product implementations in technology companies.

• Technical documentation emphasising platform flexibility and compatibility with developer tools.

• Examples of third-party integrations commonly used in tech ecosystems.

• Community-focused content highlighting user success stories within the tech community.

The Future of AI Search: Integrating AI Strategy

Dharmesh’s insights underscore a growing convergence between AI search and brand positioning. As tools like ChatGPT become trusted advisors to millions of users, marketers must stay agile, continuously optimising strategies for both traditional search engines and conversational AI. Brands that prioritise trust, authority, and customer-centric storytelling will be best positioned to thrive.

By embracing this AI-informed approach, your brand can secure a spot in future digital conversations—whether users ask Google, ChatGPT, or an AI Agent.