Artificial intelligence (AI) is more than just a buzzword, it’s actively reshaping how dental practices market themselves, connect with patients, and compete in the digital space. In a recent episode of the Beyond Bitewings podcast, we sat down with Jennifer Christensen, co-founder and CMO of Beacon Media + Marketing, to talk about how AI is transforming the world of marketing and what dentists can do to stay ahead.

A New Era: From Information to Intelligence

Jennifer refers to this shift as moving from the “Information Age” to the “Age of Intelligence.” Patients no longer search the way they used to. Instead of typing a few keywords into Google, they’re asking full questions to AI-powered tools and expecting personalized, accurate answers.

That’s a big deal for dental practices that rely on being found online.

Why Traditional SEO Alone Won’t Cut It

According to Jennifer, SEO still matters, but the rules are changing. With the rise of AI-generated overviews and zero-click searches (where users get what they need without visiting a website), practices need to do more than just optimize for keywords. They need to create expert-level, personalized content that establishes credibility.

Her advice? Stop publishing generic blog posts. Instead, focus on:

• Original content authored by dentists or team members
• Clear bylines and bios to establish expertise
• FAQs that address real patient concerns
• Transparent pricing and treatment timelines where possible

The goal is to become the trusted voice AI platforms pull from when patients ask questions like “How much does Invisalign cost in Dallas?” or “What is holistic dentistry?”

AI Isn’t Just for Marketing

Jennifer also discussed how AI can help practices operate more efficiently behind the scenes. From streamlining patient communications to helping front desk staff manage appointments and follow-ups, AI tools can save time, reduce errors, and enhance the patient experience without replacing people.

The key is to use AI to augment what your team already does well.

Act Now, Not Later

Many large dental service organizations (DSOs) are already experimenting with AI, but small and mid-sized practices still have a window of opportunity to get ahead especially by niching down and being transparent. Those who wait risk falling behind in visibility and relevance.

Jennifer’s final message was one of hope: small businesses that understand AI and use it wisely have a chance to shape how it develops and can level the playing field with bigger competitors.

Want to learn more? Jennifer offers free 15-minute consults via LinkedIn or through Beacon Media + Marketing.