Podcast Summary: The Difference Maker Revolution Podcast
Episode: Marketing for AI Recommendation
Date: December 15, 2025
Hosts: Ronan Ryle, Janine McLeod, Steve Saporito
Episode Overview
In this lively episode, the Difference Maker Revolution team—Ronan, Janine, and Steve—explore the seismic shifts in marketing for photography businesses brought on by the rise of AI-driven recommendations. As conversational AI changes how people search for and select services, the hosts dive into what photographers need to do to stay visible and relevant, focusing on aligning marketing with authentic purpose, values, and human transformation over mere images.
Key Discussion Points & Insights
1. The Evolution of How Clients Find Businesses
- Past to Present:
- From Yellow Pages and printed directories, to Google search and SEO obsession, and now into the era of conversational AI.
- A New Search Paradigm:
- People are shifting from keyword-based searches on Google toward asking AI tools like ChatGPT for personalized recommendations.
- “Google is going down and the AI is going up...” (Janine, 04:49)
- Implication:
- AI is replacing “listings” with personalized, vetted single recommendations based on deep, contextual understanding.
2. From SEO to AI-Friendly Marketing
- What’s Changing?
- Former SEO tactics (keywords, rankings) are less central.
- Conversational, purpose-driven content is gaining importance.
- AI weighs value alignment and purpose ahead of photograph “style” or technical specs.
- Janine’s Insight:
- “It's not about the finished image... It's going to be scanning for value alignment and what a business stands for and what transformations the clients have written about on the website or through social media...” (Janine, 17:09)
- Illustrative Example:
- Janine describes planning a NY trip using AI: “I didn’t even touch Google… Now it seems so foreign to me, so foreign and antiquated almost to sit into Google and type restaurants in Manhattan…” (Janine, 13:05)
- AI Seeks:
- Consistent, clear articulation of what you offer, whom you serve, and the transformations you deliver.
3. Crafting Content for AI Recommendations
- Conversational Blogging:
- Avoid “here are my photos from a session” posts.
- Instead, answer real-life questions and concerns your ideal client (your “avatar”) would bring to AI conversations.
- “If that's what your blogs are, you gotta stop.” (Ronan, 10:26)
- Emphasizing Human Connection & Transformation:
- Showcase client stories, testimonials, and emotional experiences, not just the product.
- “We're in the business of people… they're buying part of themselves, they're buying their child's confidence...” (Steve, 15:21)
4. The “ADO” Framework for AI-Era Marketing
- A = Accuracy:
- Ensure your name, address, and key details are absolutely consistent across all platforms.
- “It is a machine, right? So you have to make sure that your name, your address, your phone number... is accurate across everything...” (Janine, 22:40)
- Even small mismatches (e.g., “Cloud9” vs. “Cloud Nine”) can cause AI to treat you as distinct businesses.
- I = Intent:
- Your purpose, values, and transformation promise must be unmistakable and consistent everywhere—blogs, social, website.
- “Everything has to be congruent throughout everything... understanding your intention for people and writing it from that and making it very clear...” (Steve, 24:17)
- D = Discoverability:
- Structure website and content in a way AI can easily find, index, and match to user intents.
- Move beyond old SEO “tricks” (like keyword stuffing); write authentic, emotional content with structured headers and metadata that reflect transformation, not just services.
- “You have to converse with your ideal client... that's the beauty of what we're developing out for our members...” (Janine, 26:44)
5. Why “Difference Maker” Photographers Are Ahead
- Their Focus:
- Deeply knowing the client avatar and human needs.
- Providing experiences, realizations, and transformations—not just imagery.
- Future-Proofing:
- As AI matures, those marketing primarily on “art” or “style” (who ignore human connection) are most vulnerable.
- “If it is about the finished image, someone's not gonna hire a photographer, they're just gonna do it in AI themselves.” (Janine, 18:01)
6. Memorable Moments & Quotes
- On AI replacing Google as the main gateway:
- “It’s going back to... referral marketing, except the AI is doing the referral.” (Ronan, 00:43)
- On why authentic connection wins:
- “Because everybody’s looking for a bit more love, and that’s what we give people. And AI can’t provide that. But what it can provide is access to people like us and recommendations for people like us.” (Steve, 21:10)
- On how AI prompts surprising new opportunities:
- “I can see that I’ll be looking for one thing and then AI is going to suggest, why don’t you… looking for something to build, you know, my daughter’s confidence… AI is going to suggest it and you think, oh, a photo shoot, hadn’t thought about that.” (Steve, 06:56)
Key Timestamps
- 00:00–02:49: The shift from Yellow Pages and Google to AI-driven searches
- 04:30–07:45: How people converse with AI, and why purpose and clarity matter
- 10:26: Why photography blogs need to focus on answering client questions, not just showcasing photos
- 13:05–14:30: Janine’s personal example of using AI vs. Google for daily life searches
- 17:07–18:01: The danger of only focusing on artistic style as AI prioritizes transformation stories
- 19:01–21:10: Why clients seek experience and connection (and what AI cannot replicate)
- 22:31–24:17: The new marketing “ADO” acronym: Accuracy, Intent, Discoverability
- 26:44–29:02: Shifting from SEO to emotional, client-centric conversational content
- 32:18–32:54: “The great new era”—opportunity for difference makers in AI-driven recommendations
- 34:00: Episode wrap-up
Final Thoughts
The hosts emphasize that while technology is changing rapidly, the core of successful marketing—knowing and authentically serving your client—remains constant. Photographers must focus their online presence on purpose, transformation, and genuine connection, ensuring messaging is clear and consistent across all channels to thrive in the AI referral era. Those who adopt these strategies will gain a major edge as AI becomes the primary path clients use to discover service providers. As Steve sums up: “It’s our time.” (33:54)