How are AI search engines changing brand visibility?

Daniel Murray

Founder and Creator · The Marketing Millennials

Favoring fresh, high-quality content

Daniel Murray says AI-driven search favors fresh, high-quality content: he cites an Ahrefs study finding pages not updated in a year are two times less likely to be cited by AI tools, which want new content.

The answer starts at 3:16.

Tim Soulo

CMO · Ahrefs

Tracking AI visibility trends

Tim Soulo advises brands to track AI visibility trends over time—whether visibility is improving or declining and whether the gap with competitors is closing—rather than focus on specific metrics, because measurement varies.

The answer starts at 41:09.

Louisa Frahm

SEO Director · ESPN

Brand visibility and reputation

Louisa Frahm says that with AI Overviews and falling click-through rates, search performance can’t be judged by clicks alone, so the value proposition now plays more into brand visibility and reputation.

Kevin White

Head of Marketing · Scrunch

Focus on citations

Kevin White says brands should start by checking whether they show up for prompts and are cited as a source of truth by AI bots, saying those are the two things to start with.

Marvin Chow

VP of Consumer and AI Marketing · Google

Broader web presence

Marvin Chow says brands are having to reset and look broadly across the digital ecosystem, because LLMs look at the web and many had forgotten their own websites and public content.

George Bonaci

VP of Growth & Demand Gen · Ramp

Marketing to machines

George Bonaci says the overlooked shift is from marketing to humans to marketing to machines, and he tested whether offering incentives to LLMs works.

Dave Kersey

Global Head of Media · Sharkninja

Real-time search-optimized content

Dave Kersey says his team spends time ensuring a portfolio of search-optimized content is in places AI platforms source from, like Reddit and YouTube, because consumers expect easy access to information.

Rachel Thornton

CMO, Enterprise · Adobe

Show up in LLMs

Rachel Thornton says brands now have to think about visibility as consumers shift from SEO to LLMs, because if they aren't showing up in LLMs, their brand isn't visible at key decision moments.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

Ensure strong positive visibility

Jonathan Kerr says brands should aim for very good and positive visibility, because AI inhales everything said about them across the internet, so they need to get their house in order.