Maintaining Brand Discovery

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Searching
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Asking

While search usage continues to be strong, there is a shift in both platform preference and what the consumers are expecting from their platforms. While Google usage remains strong so far, users are using longer queries and expecting detailed responses (not just blue links).
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Comparing
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Refining

AI platforms continue to play an active and important part in customer journeys. User journeys will accelerate with AI supported research, fundamentally altering the purchase funnel. Brands will have challenges measuring the effectiveness of content given unattributed influences. 
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Reviews
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Trust Signals

AI-Mediated Reputation & Misinformation - AI platforms are using trust signals (reviews, mentions, citations, sentiment on social, forums etc.) to include brands in their answers. Trust will be front and center in brand representation these platforms. 

Action Plan

An Action Plan outlines the highest-impact actions needed to protect demand, reinforce authority, and expand brand discovery as buyers increasingly rely on AI to research and evaluate solutions.

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AI Presence Baseline

Run a scripted check of top priority queries across Google AIO, ChatGPT, Perplexity, Claude. Capture Answer Presence, Placement, Sentiment, cited sources.
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Content Triage

Identify top pages to refactor. Add relevant schema (JSON-LD) to help AI models better understand content; publish fact sheets and data insights
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Content Governance

Create and implement AI content policy (brand guidelines, disclosure, review, approvals). Create rapid correction workflow for AI inaccuracies (owner, SLA, escalation).
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Modular Content

Convert content on top pages into reusable blocks (FAQs, data tables, definitions, proof points). Standardize “claim + citation” format.
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Knowledge Graph

Publish a basic, machine-readable index for portfolio, sectors, markets, leadership (IDs, attributes, canonical facts) to feed AI.
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Platform Plays

Initiate 1–2 partnership pilots (e.g., provide verified datasets or allow-list to a target AI platform). Explore press/PR targeted at AI-surfaced facts.