Why ChatGPT Recommends Your Competitor: LLMs & the Future of DevTool Marketing with Adam DuVander
Why does ChatGPT recommend one DevTool over another, and what can founders do about it? In this RedMonk Conversation, Kate Holterhoff sits down with Adam DuVander, Principal Consultant at EveryDeveloper and author of Developer Marketing Does Not Exist, to explore how AI assistants are transforming software discovery. They discuss Adam’s LLM Rank research, which tracks how models like ChatGPT, Claude, and Gemini recommend developer tools, and why those recommendations often differ. The conversation covers the practical steps DevTool companies can take to improve AI discoverability, from documentation and developer experience to use-case positioning and contextual content. Along the way, Kate and Adam examine the expanding definition of “developer,” the rise of AI-assisted builders, and why developer marketing is evolving rather than disappearing. Whether you’re building a developer product or rethinking your go-to-market strategy, this episode offers a practical framework for succeeding in an LLM-first world.Show notes: https://redmonk.com/videos/adam-duvander/Chapters00:00 Defining the Modern Developer04:25 The Role of Every Developer09:38 Marketing to the New Breed of Developers12:37 Understanding LLM Rank and AI in Development19:57 The Evolution of Documentation and Developer Experience22:06 Understanding Developer Context and Use Cases25:31 Navigating AI Recommendations for Developer Tools28:55 The Importance of Language and Phrasing in Queries31:50 The Long Game of SEO and LLM Rankings36:44 Addressing Outdated Documentation and Bad Advice42:20 The Distinction Between Discoverability and Developer Success47:51 The Future of Developer Marketing in an AI World