There is only one key for Artificial Intelligence to succeed in your business: that there are people behind it

Trust in brands has become a fundamental element in consumers’ purchasing decisions. According to a new study, eight out of ten consumers claim that the reliability of a brand is critical in deciding to purchase a product. This trust is built through product quality and a clear and consistent message that resonates with the audience.

The key to AI: real people

In today’s digital era, where artificial intelligence (AI) platforms play a crucial role in brand visibility, it is essential to understand how these technologies perceive and present companies. Generative search tools, which use various online sources to provide answers, can lead to outdated, incomplete, or biased information altering a brand’s perception. To mitigate these risks, conducting an AI visibility audit can be a valuable step in assessing brand performance and identifying opportunities for improvement in its narrative.

Success in the context of generative search requires a proactive approach, which begins with identifying user profiles and content opportunities. Content creation must be designed to be accessible to both users and AI platforms. This means that brands must produce material that effectively addresses the context and intent of the user, which differs from traditional search.

New browsers, such as those from Perplexity and OpenAI, are redefining the way consumers interact with content and how it is monetized. As these new models advance, it is crucial for marketing leaders to integrate generative search engine optimization (GEO) strategies with traditional approaches, thus ensuring that their brand maintains its relevance and competitiveness in an ever-evolving environment.