Motorcycle digital marketing specialist Digitally Charged (DC), is using artificial intelligence (AI) to give manufacturers and dealers real-time insight into what consumers are asking about, and then turning those signals into targeted advertising and marketing activity.
While much of the discussion around AI focuses on its potential risks, DC says the technology is opening up new opportunities for motorcycle businesses to understand consumer behaviour and reach customers earlier in the buying journey.
The company has expanded its data and advertising capabilities with access to OpenAI search and conversational intelligence, allowing it to analyse aggregated topics, searches, and questions to identify emerging consumer interests. DC says the intelligence can then guide search engine optimisation (SEO), AI-focused website content, and advertising activity, helping dealers and manufacturers respond to what potential customers are researching.
This approach moves beyond traditional measures such as Google search volumes and keywords, according to DC director Chris Day. “We’ve spent years using search volumes, keywords, website behaviour and audience data to understand what motorcycle customers want,” said Day. “We’re now entering a world where consumers are literally explaining what they want to an AI platform. We can look at aggregated topics, searches and questions without knowing or needing to know who the individuals are. Instead of simply knowing there’s interest in adventure motorcycles, we can start understanding what the market is actually asking about.”
DC believes this could eventually create a new environment for digital advertising, with advertisements appearing alongside AI-generated answers where platforms support such formats. Day says the difference from traditional paid search is the amount of contextual information contained within a conversational interaction.
“A traditional paid search ad generally matches advertising against a query or keyword,” he said. “But a conversational AI interaction has much more contextual information about what the consumer is trying to achieve, because it can interpret the subject and intent of the conversation. We’re moving from advertising against a keyword to advertising against contextual intent.
“Imagine being able to serve a promotion alongside an enquiry for £200 a month finance and guiding people to your site. Yes, the AI platforms will answer this question, but a nice-looking advertisement with a clear example on there might tempt them as well.”
According to DC, the opportunity extends beyond advertising. The company can use AI-derived consumer insight to help dealers identify gaps in their existing website content and ensure that the questions customers are asking are being answered. This could form part of a connected strategy covering consumer questions, website content, traditional search, AI visibility and paid advertising.
Day said: “That’s where this becomes much bigger than simply buying ads in ChatGPT or similar platforms. We can use the intelligence to guide SEO, build better website content and improve how a manufacturer or dealer is represented within AI, then combine that organic strategy with paid advertising around relevant conversational intent. The objective is simple: help our clients be present both in the answer and alongside the answer.”
For further information, visit www.digitally-charged.com.