Here we look at Google’s “Think With Google” Agency AI guide and compare it to what we find ChatGPT is saying about how AI consulting Agencies can best help their clients appear in both AI Search Results and Answer Engines like ChatGPT. Chapter 1: The value of AI | Chapter 2: Multiply expertise | Chapter 3: Optimize AI | Chapter 4: Rethink budget and bidding | Chapter 5: Reimagine audiences and creative | Chapter 6: Surface insights Explore Google’s Guide.
Chapter 1: The Value of AI
| Aspect | Think with Google | ChatGPT (OpenAI) |
|---|---|---|
| Focus | Human-centred AI driving growth and ROI; agencies act as vanguards and must upskill to steer AI effectively. | Supports content refinement and campaign analysis to improve marketing outputs; suited to Answer Engine Optimisation (AEO) and search-ready messaging. |
| Key benefits | Demonstrates cross-sector impact (e.g., screening accuracy; assistive communication), underscoring AI’s value to marketing. | Collaborative writing, editing, and insight synthesis that helps teams move faster while keeping data secure. |
| Human role | Human judgment and ingenuity remain essential to guide and differentiate AI-powered strategies. | Human review ensures contextual accuracy and brand alignment when generating content for GEO/AEO initiatives. |
| Practical applications | Position services around outcome-based AI, using the chapter’s evidence to pitch Agency Google AI optimisation and ROI-centred programmes. | Use ChatGPT to draft AEO/GEO-ready FAQs, product copy and ad variants for AI Search Optimisation within an AI SEO Agency offering. |
| Future outlook | Growing emphasis on AI-augmented services and performance models across agency engagements. | Deeper integration with enterprise controls and analytics, advancing AI consulting and AI Engine Optimisation workflows. |
| Sources | Think with Google – The value of AI | OpenAI – Sales & Marketing; ChatGPT Enterprise |
Chapter 2: Multiply Expertise
| Aspect | Think with Google | ChatGPT (OpenAI) |
|---|---|---|
| Focus | Design data strategy with consented first-party data; agencies lead on measurement, activation and test-and-learn. | Turns supplied datasets (CSV/JSON, briefs) into messaging, calendars and scripts to support AI Search Optimisation. |
| Key benefits | First-party data is high-quality, relevant and unique; it strengthens privacy-safe measurement and activation. | Speeds ideation and content generation for agile campaigns within an AI SEO Agency model. |
| Human role | Agencies translate business objectives into data strategy and experimentation frameworks. | Marketers curate inputs and review outputs to align with brand nuance and audience insight. |
| Practical applications | Embed tagging, GA4, conversion modelling, then activate via broad match and Performance Max. | Deploy ChatGPT to personalise assets at scale for GEO/AEO tests and multi-variant experiments. |
| Future outlook | Consolidation of privacy-centric measurement and predictive activation across channels. | Direct links to CRM and analytics stacks, mature AI consulting and editorial pipelines for AEO. |
| Sources | Think with Google – Multiply expertise | OpenAI Academy – Marketing use cases; Sales & Marketing |
Chapter 3: Optimise AI
| Aspect | Think with Google | ChatGPT (OpenAI) |
|---|---|---|
| Focus | Organise for success via Centres of Excellence; combine human expertise with AI. | Accelerates research synthesis and insight drafting to support AI Engine Optimisation and planning cycles. |
| Key benefits | Emphasis on inputs: better feeds, conversion definitions and audience data to unlock scale. | Rapid iteration and structured brainstorming that strengthen Agency Google AI optimisation playbooks. |
| Human role | Teams design new operating models and expert units around Performance Max and AI. | Editors and strategists guide prompts, constraints and acceptance criteria for production content. |
| Practical applications | Stand up an AI Centre of Excellence; formalise feed hygiene and conversion taxonomy across accounts. | Use ChatGPT to prototype landing pages, ad copy and briefs for Generative Engine SEO at scale. |
| Future outlook | Automation deepens; agencies differentiate through proprietary inputs and testing velocity. | Closer integration with enterprise governance and BI extends AI consulting into continuous optimisation. |
| Sources | Google – Optimise AI | Sales & Marketing; OpenAI for Business |
Chapter 4: Rethink Budget & Bidding
| Aspect | Think with Google | ChatGPT (OpenAI) |
|---|---|---|
| Focus | Treat marketing as a dynamic investment; adopt cross-channel Smart Bidding and value-based approaches. | Helps frame KPI hierarchies and scenario narratives for AI Answer Engine Optimisation reporting (not a bidding tool). |
| Key benefits | Budget-agile marketers outperform peers; agencies influence in-flight reallocation. | Faster analysis and communication of outcomes to stakeholders and finance. |
| Human role | Agencies shift clients from CPA to value/LTV and profit-aligned KPIs. | Human oversight ensures alignment between generated insights and commercial constraints. |
| Practical applications | Deploy cross-channel bidding, value-based bidding, and enriched signals; productise as Agency Google AI optimisation. | Use ChatGPT to prepare board-ready budget rationales and post-hoc analyses for AI SEO Agency clients. |
| Future outlook | Greater automation towards profit and lifetime value across campaigns and channels. | Integration with dashboards and governance layers to support ongoing GEO/AEO analytics. |
| Sources | Think with Google – Rethink marketing budgets | Sales & Marketing; ChatGPT Enterprise |
Chapter 5: Reimagine Audiences & Creative
| Aspect | Think with Google | ChatGPT (OpenAI) |
|---|---|---|
| Focus | AI expands reach and uncovers new segments; broad match identifies incremental demand. | Generates diverse creative variants (ads, product copy, scripts) to fuel AI Search Optimisation tests. |
| Key benefits | Case studies show broad match outperforming other match types when fuelled by accurate conversion data. | Accelerates production for Generative Engine Optimisation (GEO) and structured experimentation. |
| Human role | Agencies set metrics, feed quality creatives, and revise strategy based on Insights. | Editors and channel leads select winning variants and ensure brand consistency. |
| Practical applications | Combine broad match and first-party signals to find new customers; scale creative assets across formats. | Use ChatGPT to run micro-segment A/Bs and feed always-on creative pipelines for an AI SEO Agency. |
| Future outlook | Audience discovery unified with creative optimisation across platforms and surfaces. | Deeper role in automated content ops for ongoing AEO and GEO. |
| Sources | Google – New customer segments | OpenAI Academy – Marketing use cases; Sales & Marketing |
Chapter 6: Surface Insights
| Aspect | Think with Google | ChatGPT (OpenAI) |
|---|---|---|
| Focus | Use Google Ads’ Insights and predictive audiences to surface learnings and act quickly. | Summarises analytics, drafts narrative insights and enables plain-English reporting for GEO/AEO. |
| Key benefits | McDonald’s Hong Kong: +550% conversions, −63% CPA for likely 7-day purchasers; +560% revenue within that audience. | Enterprise-grade controls (SSO, RBAC, analytics) support governed insight workflows and AI consulting. |
| Human role | Blend AI signals with expert judgement to inform bidding, creative and audience strategy. | Analysts curate prompts, verify outputs and align recommendations with commercial goals. |
| Practical applications | Operationalise predictive audiences and Insights dashboards as part of an AI SEO Agency offer. | Use ChatGPT to turn raw analytics into executive-ready summaries that support Answer Engine Optimisation on ChatGPT. |
| Future outlook | More sophisticated predictive models across the Google stack; faster activation loops. | Deeper connections to BI/compliance and team workspaces extend continuous optimisation in Agency Google AI optimisation. |
| Sources | Surface insights | ChatGPT Enterprise; Sales & Marketing |
