Energy Marketing

An empty community meeting hall at dusk with folding chairs and a blank projector screen, a lit gas plant outside the windows, and a hand holding a phone that glows with an abstract blue AI interface.

Before the Public Meeting, Someone Asks ChatGPT About Your Pipeline

Matthew Bertram3 weeks ago3 weeks ago07 mins

Permits are decided on the record. The people who show up to the public meeting make up their minds somewhere else, and more of them now start with a question typed into a chatbot.

A marketing executive seen from behind at a gas-processing plant at night, facing a translucent blue holographic planning board of linked timeline bars and blocks.

The Energy CMO’s 2026 Playbook for AI Visibility

Matthew Bertram1 month ago3 weeks ago07 mins

The energy CMO’s job is no longer to win the click. It is to be the source the generated answer gets assembled from, and to know with evidence whether you currently are. A quarter-by-quarter operating playbook: build the buyer prompt set and baseline first, fix the entity layer, rewrite the five capability pages that lost, then re-run the identical prompts and compare.

A technician in coveralls stands beside a compact skid-mounted gas-processing unit lit in warm amber, with an enormous refinery complex blurred in the background at dusk and a large translucent blue holographic answer panel hovering above, a beam of light singling out the small unit rather than the vast plant.

Why Energy Companies Lose the AI-Search Battle to Smaller Competitors

Matthew Bertram2 months ago3 weeks ago07 mins

On broad questions, scale wins. On the constrained questions buyers ask right before awarding work, a forty-person specialist routinely beats a four-thousand-person operator – because generative engines retrieve passages, not companies. Why the large-company publishing process strips out the specifics a model needs to quote, and the editorial fix that puts them back.

A glowing AI chat interface listing energy companies where only a couple are lit and the rest are greyed out, against a refinery skyline at dusk, illustrating how AI answer engines name only a few energy companies.

AI Names the Same Few Energy Companies. The Rest Are Invisible.

Matthew Bertram3 months ago2 months ago05 mins

Ask an AI assistant who to hire in oil and gas and the same handful of anchor names come back. The competitive middle of the industry is missing from the answers buyers now see first. Why it happens, where the engines get their answers, and what to do about it.