Overview

As generative AI becomes a primary way people discover information, it is also becoming a primary way businesses are described, compared, and recommended. Increasingly, users are not reading websites or scanning search results. They are reading AI-generated answers and trusting them by default. This book explores what happens when AI systems begin speaking about brands on behalf of users. Drawing on early observations from working with generative search, it examines how AI forms opinions about organisations, how representation differs from ranking, and why trust often determines visibility before optimisation ever begins. Rather than offering tactics or guarantees, the book focuses on interpretation: how AI summarises businesses, introduces hesitation, expresses confidence, and ultimately influences decisions. Topics include AI representation, recommendation behaviour, the volatility of AI rankings, the role of structure in machine understanding, and the continuing relevance of traditional search foundations in an AI-driven environment. This is not a how-to guide or a framework-led playbook. It is a short, reflective exploration of a fast-moving shift that is already underway. Some details will change as systems evolve. The underlying question will remain the same: how are AI systems deciding what to say about your brand, and what does that mean when users trust the answer? Written for founders, marketers, operators, and anyone trying to understand how generative AI is reshaping discovery, trust, and recommendation.

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