Podcast Summary

Do This, NOT That: Marketing Tips with Jay Schwedelson

SPECIAL SERIES: ChatGPT Atlas Browser Tips! AI Must Knows! (Bathroom Break #79)

Host: GURU Media Hub
Guests: Jay Schwedelson (Do This, Not That Podcast, Subjectline.com) & Daniel Murray (The Marketing Millennials)
Date: October 27, 2025

Episode Overview

This special “Bathroom Break” episode features marketing experts Jay Schwedelson and Daniel Murray in a rapid-fire, practical discussion about the latest AI-powered web browsers—most notably, ChatGPT's Atlas and Perplexity's Comet—and what these tools mean for marketers right now. They blend actionable tips for website optimization in the age of AI with trademark banter (and a hefty dose of Halloween candy talk) to help marketers adapt to a changing digital landscape.

Key Discussion Points & Insights

1. AI Browsers: What Are They and Why Should Marketers Care?

• Browsers Discussed:
  • ChatGPT Atlas (Mac only for now, Windows soon to follow)
  • Perplexity Comet (Available & free for Mac/Windows)
• Main Benefits:
  • Next-gen browsing with AI agents.
  • Enhanced competitive analysis (open multiple competitors’ tabs, extract strategies, data, etc.).

“Now there’s basically two new browsers… Perplexity, which is the free tool… and then ChatGPT has rolled out their Atlas browser…”
— Jay, [02:32]

2. Reverse Engineering Search for the AI Era

• Prompt-Based Search:
  The way users “search” is changing—from keyword-driven Google queries to conversational, prompt-based queries in AI browsers.
• Implication for Marketers:
  • Create “answer ready” content: Structured, clear, concise information easily summarized by AI.
  • Track sources used in AI summaries and emulate formatting/content style for better visibility.

“How as marketers can we start creating content and things to reverse engineer how people are talking in prompts...”
— Daniel, [03:28]

3. Website Optimization Tips for AI Browsers

• Scannability & Speed are Key:
  • Avoid burying content in PDFs—AI browsers often skip these.
  • Make core content available in HTML and visible to AI crawlers.
• Competitive Analysis with AI:
  • Use these browsers to open competitor sites and auto-compare pricing pages, forms, email collection, and go-to-market messaging.
• Action Items:
  • Visit your own website from an AI browser and “act as a prospect” to experience and assess performance.

“If you have a lot of content buried in PDFs, the AI tools do not like PDFs... you want that content repeated in HTML”
— Jay, [04:29]

4. Agent-Forward Browsers: Designing for Machines & People

• AI “Agents” Can Now Navigate, Research, and Fill Forms
  • Make forms easily fillable by agents (not just humans).
  • Simplify flows for demos, signups, and info requests to maximize conversion—agents can now fill forms, book meetings, and act on behalf of users.

“You should make your forms and things easy for agents to fill out… If your form is hard to fill out because the agent can’t fill it out, you’re losing potential demo requests...”
— Daniel, [05:51]

5. Leverage ChatGPT for Direct Site Feedback

• Even if you’re not using Atlas or Comet, you can prompt ChatGPT:
  • “What do I need to do on my site [URL] to ensure the right answer shows up when people use the Atlas browser?”
  • ChatGPT will provide optimization suggestions.
• Session History Powers Summaries:
  • AI browsers can summarize entire browsing sessions, extracting key stats, news, or user data.
  • Practical social media spur: On LinkedIn, after a post gets likes, display liker names—AI browser can instantly fetch and link all their profiles for outreach.

“You could say back to [the browser]… can you capture that for me and can you give that to me right here?”
— Jay, [07:29]

6. The Future of Gated vs. Ungated Content

• Old Model: Downloadable gated content (eBooks/whitepapers) sits behind forms on a resources page.
• AI Browser Impact:
  • Content hidden behind gates is invisible to AI—and therefore less likely to be surfaced in AI-driven queries.
  • New Model: Gated content will thrive as part of campaigns (email, paid social) but won’t work as evergreen website elements.
  • Scannable, open content and blogs are making a comeback for better AI and user access.

“The resources page is going to be a little bit of a relic from the past... blogs are going to make a comeback because of that…”
— Jay, [09:11]

7. Reducing Clicks, Prioritizing Accessibility

• The fewer clicks to reach information, the easier for both humans and AI agents to parse.
• “Scrapability” was once a negative, now a positive in the AI browser environment.

“How can you get to answers… by limiting the amount of clicks that the AI has to do or a human has to do...”
— Daniel, [10:06]

Notable Quotes & Memorable Moments

• On AI-Savvy Website Design:
  “Make your website easy for agents to use, not only humans… a whole different way of thinking.”
  — Daniel, [05:51]

• On the Need for Ungated Content:
  “It’s just not AI friendly… it’s going to be a new world for us all to figure out how to drive demand.”
  — Jay, [09:11]

• On Scarcity & Halloween Candy:
  “If somebody comes to your house, are you giving out full size candy bars or are you a loser and you’re getting like these little pieces of Snickers that nobody wants?”
  — Jay, [10:59]

• On Giving Out the Right Candy:
  “I think the smart move to do is be known for that one candy bar and be like that best… I think Reese’s peanut butter cups, like that’s what I want. All of my...”
  — Daniel, [11:21]

Section Timestamps

| Segment | Description | Timestamp | |----------------------------|------------------------------------------------------------------|-----------| | Introduction & Halloween | Light banter; Halloween antics and candy talk | 00:39 | | AI Browsers Intro | What are Atlas & Comet, why should marketers care? | 02:32 | | AI Search Behaviors | How to reverse engineer content for AI/prompt-based searches | 03:28 | | Site Optimization Tips | Scannability, PDFs, competitive research, HTML best practices | 04:29 | | Agent-Forward Design | Making forms and layouts agent-friendly | 05:51 | | ChatGPT as Consultant | Using prompts for optimization advice, history-based summaries | 06:57 | | Gated vs. Ungated Content | Evolution of content access and the new role of blogs | 08:33 | | Minimal Clicks & Access | Reducing clicks; making sites easily scrapable | 10:06 | | Closing/Halloween Recap | Candy strategies & outro banter | 10:59+ |

Final Takeaways

• AI browsers are here and will fundamentally shift user expectations and how marketers design digital experiences.
• Make content (especially key info) open, structured, scannable, and AI-friendly (HTML, minimal gates, few clicks).
• Review your website through an AI browser’s lens—act as a “prospect” or “agent” to expose friction.
• Gated content is not dead but must be targeted in campaign use, not as an evergreen web strategy.
• Think of both human and AI “agents” as your web visitors.
• Stay playful and experiment—as Daniel and Jay’s banter reminds, the best marketers adapt fast (and hand out good candy).

For more quick-hit tips, follow the Do This, Not That and The Marketing Millennials podcasts.