RSS 46: AI Is Not Search. Here's What It Actually Is with Britney Muller
About this episode
Ross Simmonds interviews Britney Muller to discuss misconceptions about AI and large language models in marketing.
In this episode of The Ross Simmonds Show, Ross sits down with Britney Muller, AI educator and founder of Orange Labs, to unpack what marketers are getting wrong about large language models, why reverse engineering ChatGPT is a dead end, and how to build real leverage in a probabilistic world. From practical AI workflows to the ethical risks shaping the future of the industry, this is a first-principles breakdown of what actually matters next. Key Takeaways and Insights: 1. AI is not search, it is a different machine entirely - LLMs are probabilistic word prediction systems, not ranking engines. There are no ranking factors inside ChatGPT and no URLs in its training data. - Most marketers are forcing AI into an outdated SEO mental model, and new technology requires a new framework. 2. Understanding RAG and how visibility actually works - LLMs are often paired with real-time search to stay current, but the core model and the retrieval layer are two separate systems. - Visibility in AI requires influence across both training data and search ecosystems, and SEO still matters even as the mechanics are shifting. 3. Brand mentions over backlinks - LLMs magnify what appears most…
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