Part 3 of our four-part series exploring how AI search is transforming visibility, SEO, and digital strategy - and what CEOs need to do now to stay competitive.
| Executive Takeaways |
|
AI search engines pull data and content from across the web - not just your website. |
Most CEOs think of brand visibility as something that lives on their website — through content, SEO, and calls to action. But in 2026, AI search has flipped the model: what others say about you offsite may matter more than what you publish yourself.
That’s because AI engines don’t just crawl your domain. They scour review sites, forums, Reddit threads, comparison pages, and social commentary. And when buyers ask AI for advice — it pulls from that universe to form opinions, surface insights, and make recommendations.
If you're not part of the offsite conversation, you may be invisible in AI search.
Here’s what today’s AI engines are doing behind the scenes:
Crawling forums like Reddit and Quora to gather user sentiment and peer recommendations.
Citing G2, Capterra, and other niche review platforms to inform software and service evaluations.
Pulling in Google Reviews, Amazon ratings, and competitors’ product comparisons, even when sources aren’t fully accurate.
Synthesizing sentiment, meaning your tone and reputation across platforms shapes how your brand is positioned — and whether it's even mentioned.
It’s not just about being present. It’s about being positively positioned.
As one panelist in our recent AI webinar shared: “We’ve seen competitors publish head-to-head comparisons that slant the facts — and still get picked up by AI engines. If you’re not monitoring that landscape, someone else is shaping your story.” See full webinar video here.
This isn't a PR problem. It’s a strategic visibility challenge. AI isn’t judging your brand based on your homepage — it’s forming conclusions based on digital exhaust scattered across the web.
If reviews are mixed, if Reddit chatter is outdated, or if competitors are dominating comparison content, AI will promote them over you. Quietly. Automatically.
And the impact? Fewer citations. Fewer top-of-funnel impressions. And ultimately, fewer opportunities to compete for the buyer’s short list.
To stay competitive, brands must now invest in offsite visibility and sentiment management - not just SEO and website content.
For a deeper look at how your brand shows up in AI-generated content - and whether offsite signals are helping or hurting you - download the free AI Search Report.
And if you're ready to benchmark your visibility and identify gaps, the AI Search Readiness Assessment provides a custom roadmap to help you take control of your brand narrative.
|
Carol Eversen |
John Prinzo |
Jon Aron |