From ChatGPT to Google Gemini, it’s no secret that AI optimization has become key for every industry. Point B’s senior leadership team recently sat down with our senior living clients for a virtual webinar all about AI, senior marketing, and how our agency has adapted to this new landscape.

The Webinar

In “The ABCs of AI,” senior living clients from across America joined us for an hour-long presentation hosted by Hamish McDonald, Point B’s President, and Olin Erickson, our Director of Digital. We covered a wide range of issues, including how the customer journey has evolved, how our agency is using AI to stay current and ahead, and how senior living communities can adapt their marketing strategies in the immediate future.

However, though much may be changing, a lot is also the same. In the words of Olin, “Where people search is expanding, but what they want hasn’t changed.”

The Key Takeaways

Where seniors, their adult children, and referral professionals once browsed links, they now ask AI tools like ChatGPT, Google Gemini, and Claude — and get detailed, direct answers without visiting a website. “You don’t just rank,” Olin says. “You get judged.” These are some of the best practices that he recommends:

• Pay attention to reviews on your Google Business Profile (GBP) and third-party sources. Your online image is more important than ever.

• Create authentic, expert-led content. Focus on first-hand experiences and hyper-local relevance.

• Traditional SEO is more important than ever. However, don’t just optimize for Google — optimize for all search engines.

• Make sure information is consistent across all platforms. “If the internet is inconsistent about you, AI will be, too,” says Olin.

Some Final Thoughts

Like many industries, senior living marketing is evolving with AI. At the core, though, families still want the same thing: To know their loved ones will be comfortable, engaged, and supported. As Olin says, “This isn’t just marketing. It’s a decision about trust.” That hasn’t changed, and whether it’s Google or ChatGPT, your audiences are still searching. “AI doesn’t create demand,” he says. “It helps you show up when it matters most.”

Want more more insights on marketing and AI? Watch the full webinar and Q&A, check out the presentation’s slide deck, and stay tuned for future events from your favorite advertising agency!