Ethan Smith: AEO testing requires control groups because LLM growth inflates baseline metrics
Ethan Smith · #2285 AEO: How to make ChatGPT promote you · Nov 11, 2025 · at 24:32
Ethan Smith, CEO of SEO agency Graphite, discusses how to rigorously test marketing effectiveness across generative AI platforms like ChatGPT with Mixergy host Andrew Warner.
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“The reason why the control matters is because LM's are growing a lot, and charts are just going to naturally go up because they're growing a lot. So if you don't have a control, you don't know whether or not you caused an effect.”
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