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How Artificial Intelligence Can Help You Build a Better Mousetrap - An Interview with Andy Crestodina

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

In this episode of Tech Marketing Trends, host Jakob Löwenbrand welcomes back Andy Crestodina, co-founder and CMO at Orbit Media. With two decades of experience helping B2B businesses create high-performing websites and content strategies, Andy joins the podcast to explore how artificial intelligence is revolutionizing the way we think about UX, search, and digital marketing. Drawing from hands-on experience and a deeply analytical approach, Andy walks us through the new realities of using AI tools for web optimization and content strategy—without losing the human element. This episode is a must-listen for any marketer looking to future-proof their strategy with practical, intelligent insights.

 

 

From SEO to AI: The Evolution of Digital Marketing

Andy describes how AI went from sounding like "science fiction" to becoming a real, practical tool that marketers can’t afford to ignore. Although he admits he didn’t see this revolution coming, he quickly immersed himself in learning how to use AI to improve digital marketing outcomes. By exchanging use cases with peers and experimenting hands-on, Andy has developed a versatile approach to leveraging AI in everything from strategy to page-level optimization.

“After ChatGPT launched… I just sort of reached out to a lot of friends who are using it, and just asked to exchange notes. Can we do a 15-minute call? I’ll show you my favorite use cases; you can show me yours.” - Andy Crestodina

 

 

Optimizing the Mousetrap: AI for Website Conversion

Before diving into new content or campaigns, Andy emphasizes starting at the bottom of the funnel. That means making sure your existing service pages are as strong as they can be—and AI can help you do that. By teaching the model about your target persona and uploading a screenshot of the webpage, marketers can identify missed opportunities, gaps in messaging, or evidence that could boost conversion rates.

“I believe pretty strongly that the number one use case for AI, for the B2B marketer, is to audit and find opportunities for improvement—to improve search rankings and conversion rates for those key pages that actually make money.”

 

 

Content That Gets Recommended by AI

Content is no longer just about SEO. Andy argues that the next big question for marketers is: “How do I get AI to recommend my brand?” The answer lies in publishing frequently, broadly, and deeply—especially original research that positions your brand as the authoritative source on specific topics. This content becomes part of the training data that AI tools reference when generating recommendations.

“Publish original research. The future of content discovery is not just about SEO. AI will be yet another source of traffic to our websites.”

 

 

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Smart Data, Smarter Strategy

AI shines when paired with real-world data. Andy explains how he exports Google Analytics reports and feeds them into AI tools to assess which content performs best by channel. From there, the AI can suggest new content ideas that align with your goals—whether it’s better search visibility or stronger social engagement. This isn’t just automation; it’s amplified insight.

“Give that to AI and ask it: what works well in search? What would work well in social that I have not yet written? It can lead to fantastic insights.”

 

 

Where AI Is Headed (and What to Watch)

Looking ahead, Andy sees marketers falling into two groups—those who use AI within existing tools and those who start building custom sequences and agents. While most will gain incremental improvements from AI, he emphasizes experimentation and creative application as the best path forward. Whether it’s creating internal GPTs for your team or auditing your marketing assets, AI should be your thinking partner—not your replacement.

“AI is a helper. We’re not abdicating our jobs. Look closely at the responses and feel free to ignore most of it. The 20% that’s good might be fantastic.”

 

 

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