While these are uncertain times for many publishers, the threat is greater for those who rely on affiliate revenue. So how can affiliate marketing remain successful without users clicking affiliate links? Nicky Senyard, CEO and founder of Fintel Connect, says the future of AI is as bleak as people fear. Maybe not… We argue that the key lies in the publisher’s approach.
Recently, Google announced Gemini, an AI model created by Open AI that promises to outperform ChatGPT. The multinational technology company is currently competing with Microsoft to develop the best AI-assisted search experience.
Advances in Google Search Generative Experience (SGE) and Microsoft's improvements to Bing allow publishers to leverage these changes in search engines by allowing users to answer most queries without having to visit the article directly. We see it as a challenge in attracting organic traffic.
The question then becomes: How can affiliate marketing remain successful unless users click on affiliate links?
There is no doubt that these rapid advances will change the way search engines work, and publishers around the world who rely heavily on search traffic to acquire readers will be concerned about the impact this will have on their affiliate marketing revenue. Are concerned.
Experts estimate that AI in search could mean a 20% to 80% reduction in traffic for publishers, but other statistics suggest we may be overestimating the impact. is showing. According to an Ipsos poll conducted this year, only 22% of U.S. adults trust AI-generated search results. The rest don't consider it reliable, at least not yet.
The future of publishers and affiliate marketing in the age of AI-assisted search may be uncertain, but that doesn't necessarily mean a bleak future.
Affiliates are resilient
As someone who has been in the field of affiliate marketing since its inception 20 years ago, I can tell you that affiliate marketing isn't going anywhere. We tend to forget that before SGE, Bing, and Chat GPT, publishers had to adapt to the many social media platforms that came to market.
At the time, publishers with affiliate businesses were worried that Facebook and other social media platforms would cannibalize this space. However, they have learned to adapt and leverage social media as another way to communicate with their audience.
The key lies in the publisher's approach. A person who sees AI as a tool to expand his scope and studies its strengths and weaknesses will find a way to incorporate his AI into his business in the most profitable way possible. For those who see it only as a threat, the future may not be so bright.
AI-Search is top-of-the-funnel content
When Google announced SGE in May, it described it as a way for consumers to “get a quick overview and dig deeper with links to articles.” This means that links are maintained while AI-enabled search focuses on doing the heavy lifting of piecing together information for consumers.
SGE and Bing provide top-of-the-funnel content to consumers. This is the type of content that educates and provides answers rather than selling, and is great for building awareness about your brand, service, or product.
When consumers want to make a purchase, they will compare and check multiple trusted sources, just as they did 20 years ago. That's where publisher and affiliate marketing works best. Affiliate marketing provides bottom of the funnel content, which is the content consumers are looking for when they are ready to buy.
Trustworthy content is key
Search engines may be using AI now, but what they search for is the same as before: the most relevant content to the consumer on the other end performing the query. If you provide poor quality content for what consumers are looking for, you run the risk of losing your content to your competitors.
Publishers are natural storytellers. They know how to create engaging content that is relevant and valuable to their readers. As search engines become more intelligent, content relevance and quality will continue to be top factors.
Another factor to consider is that your audience isn't just looking for information. What they're looking for is a trusted source behind that information, which is why affiliate marketing can't replace her AI-assisted search. After all, humans want recommendations from other humans, especially those who have expertise in the topic they're looking for.
Opportunity for diversification
Whether publishers are against or for AI, we can all agree that AI is here to stay. As always happens with big, substantive change, those who learn how to adapt will win. Publishers that provide great content will find ways to attract readers, while publishers that focus only on “hacking” search algorithms without providing valuable content will likely disappear.
Bing and SGE have the potential to change the landscape for affiliate marketing publishers, but with every change comes an opportunity to innovate. While diversifying traffic sources is the first strategy publishers follow in the AI era, they can also consider diversifying the products and services they promote through affiliate marketing. Publishers will need to add regulated sectors such as financial services to their affiliate business. With all the regulations involved in the financial sector, there is a growing need for accurate information. Publishers that are able to build credibility and expertise have a strong chance of success.
Get closer to your audience while keeping a close eye on AI
As in other sectors, publishers need to track rapid changes in AI and adapt accordingly, but at the heart of every publisher's business is their audience. We must remember that we should pay more attention. Ultimately, a publisher's audience influences how they want to interact with the publisher and consume its content.
At Fintel Connect, we specialize in performance marketing for financial institutions. In recent years, we have witnessed a significant increase in content creators producing video content and podcasts in addition to traditional media. Similarly, many of the banks and credit unions we work with have specifically incorporated publishers that produce video and podcast content. These financial institutions recognize that modern channels are the ideal way to reach their Gen Z customers.
The only thing we can predict about the future is that as the digital world continues to grow, the ways we find and use information will also diversify. Over time, it will expand beyond search engines and AI. The best way for us to remain participants in relevant industries is to adapt to change.
nicky senyard
CEO and Founder of Fintel Connect
Fintel Connect is a performance marketing company that helps banks and fintechs acquire net new customers in a results-based manner. We help financial institutions do this through our network of financial-specific digital outlets (websites, blogs) and influencers who promote their products and services. Our technology gives banks and fintechs the tools to track and measure these actual customer sign-ups and understand how their marketing budgets are actually working.
