Podcast Summary: The Marketing Millennials – "How to Market with AI Browsers"

Bathroom Break #79 | October 27, 2025
Host: Daniel Murray
Guest: Jay Schwedelson (Subjectline.com, Do This, Not That Podcast)

Episode Overview

This Bathroom Break episode features Daniel Murray and Jay Schwedelson diving into the transformative impact of AI-enabled browsers on marketing. They discuss how tools like Perplexity’s Comet and ChatGPT’s Atlas are shifting content creation, website optimization, and the importance of making your digital assets "AI ready." The episode blends actionable insights with lighthearted Halloween banter.

Key Discussion Points & Insights

1. Halloween Shenanigans & Candy Strategies

Light banter to kick off the episode, tying fun analogies into marketing lessons later.

• Jay laments about "double-dipping" trick-or-treaters and jokes about handing out toothbrushes instead of candy.
  • (01:07) “I think I need to give out like not good candy. Like, maybe I’ll give out like toothbrushes and then they won’t want to double dip.”
• Daniel shares stories about clever (sometimes adult) candy-seekers and suggests giving out skincare products.

2. Introduction to AI Browsers: Comet & Atlas

• Jay introduces two new AI browsers:

  • Comet by Perplexity (free, Mac & Windows)
  • Atlas by ChatGPT (Mac only for now; Windows soon)

• These browsers fundamentally change web browsing, allowing users to interact with information in new ways that marketers need to understand.

  (02:32) "So what we’re going to talk about today are the new hot thing, which are AI browsers... there’s basically two new browsers... Comet [by Perplexity]... and ChatGPT has rolled out their Atlas browser..." (Jay)

3. How Marketers Should React to AI Browsers

a. Reverse Engineering Search for the Prompt Era

• Daniel highlights the need to think beyond traditional search, focusing on how people use prompts and conversational queries in AI tools.
  • (03:28) “How as marketers can we start creating content and things to reverse engineer how people are talking in prompts... thinking about how to create answer-ready content.”

b. Your Website Must Be AI-Friendly

• Jay urges marketers to test their own website in these AI-powered browsers as a prospect would.
  • Ensure sites are scannable and fast
  • Avoid hiding valuable information in PDFs—AI struggles with those. Replicate key PDF content in HTML.
  • (04:29) “If you have a lot of content buried in PDFs, the AI tools do not like PDFs... you want that content repeated in HTML on your sites big time.”
• Competitive analysis is now easier: open competitor tabs in the AI browser and have it summarize key marketing tactics, email capture points, pricing structures, and more.

c. Agents and Automation–Optimizing for Machine Interactions

• Daniel discusses “agent forward” browsers—AI agents that complete forms and tasks for users.
  • Make forms “agent-friendly” (i.e., simple, not designed solely for humans).
  • (05:51) “If your form is hard to fill out because the agent can’t fill it out, you’re losing potential demo requests... now you have to think about also making your website easy for agents to use.”

d. Tactical Tips for Busy Marketers

• Jay suggests using ChatGPT itself to get feedback on improving your website for AI browsers simply by asking, “What do I need to do on my site [URL] for the new Atlas browser?”
• Session History Superpowers: These browsers remember your activity; you can prompt them to summarize an hour’s browsing, extract key statistics, or even pull LinkedIn profiles of users who engage with your content.
  • (06:57) “You could then say back to it... what are the 10 most important statistics, the 10 most important news stories... It really will take however you’re browsing and then give you that information back.”

4. Rethinking Gated Content in the Age of AI

• Daniel challenges the traditional “gated resource page” for lead generation.
  • With AI browsers, if you hide information behind forms, you prevent AI from surfacing your expertise—potentially hurting brand reach.

  (08:33) “If AI is using your website... you’re actually hurting yourself by hiding all this information so AI can’t find it.”

• Jay foresees gated content to become more campaign-based (e.g., available only from an email or a direct social link), not as a static site resource.
  • (09:11) “I don’t believe that there’s just going to be this gated environment that’s living on all of our sites moving forward because it’s just not AI friendly...”

5. Usability: Scannability > Clickability

• Reduce the number of clicks on a site for both humans and AI to reach valuable information. Increase prominence of scannable (HTML) content.
  • (10:06) “How can you get to answers, get to places by limiting the amount of clicks that the AI has to do or a human has to do?”

6. Fun Halloween Candy Wrap-Up

• Continuing the candy conversation, they draw metaphors about being known for one solid thing (one type of candy) vs. over-diversifying, tying it to brand recognition and customer experience.

Notable Quotes & Memorable Moments

• On reverse engineering prompts:

  (03:28) “How as marketers can we start creating content and things to reverse engineer how people are talking in prompts... create answer ready content.” (Daniel)

• On AI browsers and PDFs:

  (04:29) “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)

• On designing forms for agents:

  (05:51) “If your form is hard to fill out because the agent can’t fill it out, you’re losing potential demo requests...” (Daniel)

• On the future of gated content:

  (09:11) “I don’t believe that there’s just going to be this gated environment that’s living on all of our sites moving forward because it’s just not AI friendly...” (Jay)

• On reducing site clicks:

  (10:06) “How can you get to answers, get to places by limiting the amount of clicks that the AI has to do or a human has to do?” (Daniel)

• Halloween advice:

  (11:41) “Dude, you can’t give out anything. Peanut butter. Dude, people have allergies.” (Jay)

Timestamps for Important Segments

• [01:07] — Jay’s Halloween candy dilemma and “double-dipping” trick-or-treaters
• [02:32] — Introduction of Comet and Atlas AI browsers
• [03:28] — Daniel’s “reverse engineering search” approach for AI prompts
• [04:29] — Jay’s website optimization advice for AI browsers
• [05:51] — Importance of agent-friendly web forms and automation
• [06:57] — Session memory, actionable summaries, and extracting insights from browsing
• [08:33] — Debate: Should marketers still gate content?
• [09:11] — Jay on shifting to campaign-based gated content
• [10:06] — Reducing website clicks, making content more scannable
• [11:41] — Candy strategy: Be known for one thing (and allergy awareness)

Takeaways for Marketers

• Test your site in AI browsers (Comet/Atlas) and optimize for prompt-based, scannable content.
• Reproduce vital info from PDFs into HTML for AI discoverability.
• Adapt forms and site navigation so AI agents (and humans) can complete actions easily.
• Rethink always-on gated resources; lean toward campaign-based gating.
• Make it easier for both AI and people to get answers on your site with fewer clicks.

Tone & Language

The episode blends actionable, expert marketing tips (delivered in an informal, conversational tone) with playful banter, leveraging humor to make technical concepts more relatable.

For more tips or to share your thoughts, connect with Daniel and Jay on LinkedIn, and check out upcoming Marketing Millennials episodes.