Why ChatGPT Recommends Your Competitor: LLMs & the Future of DevTool Marketing with Adam DuVander

<p>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.<br /><br />Show notes: <a rel="noopener noreferrer nofollow" href="https://redmonk.com/videos/adam-duvander/" target="_blank">https://redmonk.com/videos/adam-duvander/</a><br /><br />Chapters<br />00:00 Defining the Modern Developer<br />04:25 The Role of Every Developer<br />09:38 Marketing to the New Breed of Developers<br />12:37 Understanding LLM Rank and AI in Development<br />19:57 The Evolution of Documentation and Developer Experience<br />22:06 Understanding Developer Context and Use Cases<br />25:31 Navigating AI Recommendations for Developer Tools<br />28:55 The Importance of Language and Phrasing in Queries<br />31:50 The Long Game of SEO and LLM Rankings<br />36:44 Addressing Outdated Documentation and Bad Advice<br />42:20 The Distinction Between Discoverability and Developer Success<br />47:51 The Future of Developer Marketing in an AI World</p>