Kitchen Side: Correlations, Chaos, and ChatGPT

Listen to the Podcast

In this Kitchen Side episode of The Long Game Podcast, the Omniscient team dives into a wide-ranging discussion on trust, research quality, and marketing visibility in an AI-driven world. They start with epistemology—what makes research “good” or “bad”—and reflect on how flawed correlations can mislead marketers. The team then unpacks their recent Winter study on how B2B buyers use LLMs like ChatGPT in the purchase journey, revealing that while LLMs are common early in research, peer feedback and brand transparency are essential in final decisions. They also explore the evolution of SEO into GEO/AEO, discuss organizational roles and feedback loops, and propose new cross-functional models for digital visibility in a world of probabilistic, AI-generated content.

Key Takeaways

• Not All Research Is Trustworthy: Internal/external validity and sample bias can distort marketing data—marketers need stronger research literacy.
• Correlation ≠ Causation: Data trends, especially in AI visibility, often include spurious relationships—interpret with caution.
• LLMs Are Entry Points, Not Final Decision Tools: While many B2B buyers start with AI search, they turn to peers and review sites before converting.
• Transparency Beats Perfection: Buyers trust brands that clearly state who they serve, what they do, and where they fall short.
• GEO Relies on Accuracy: Incorrect or outdated online information can mislead LLMs—fixing this improves visibility and conversions.
• Sentiment and Product Reality Matter: Negative perception from bad UX or old reviews isn’t a marketing problem—it’s a product and comms one.
• AEO Needs Cross-Functional Ownership: Teams like PR, content, SEO, and product marketing must collaborate to influence LLM visibility.
• A New Role May Be Needed: “Digital visibility lead” or a cross-team committee could help unify efforts across brand, SEO, and off-page strategy.

Show Links

• Connect with David Khim on LinkedIn and Twitter
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Allie Decker on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Time Stamps

• [00:00] What is good vs. bad research? Epistemology, bias, and correlation traps
• [07:30] Examples of misleading AI visibility data and spurious correlations
• [15:10] Winter research: How B2B buyers use LLMs in their journey
• [21:25] LLMs for research, peers for final trust—“Prompt to Purchase” insights
• [29:40] Why buyers crave transparency over polished messaging
• [36:50] LLM accuracy depends on updated and aligned brand presence
• [44:10] Sentiment issues from outdated reviews or UX disconnects
• [50:35] Who owns GEO? Why PR, content, and SEO all need to align
• [58:15] Creating a new cross-functional “digital visibility” role or committee
• [01:06:40] Strategic soft skills: internal buy-in, research reports, stakeholder alignment
• [01:13:00] Final thoughts: marketing’s shift toward integrated digital perception