AI is changing search forever – visibility now depends on how often AIs cite your brand across trusted sources.
Video and adoption trends matter – transcripts, captions, and rising usage across all age groups are shaping AI answers.
AI won’t replace people, it amplifies them – reskilling your teams is the smarter path than cutting headcount.
AI search is rewriting the rules of discoverability.
As generative AI tools like ChatGPT start delivering answers instead of links, the way brands get found online is changing forever. Earned Visibility – the ability for your brand to show up inside AI-generated responses – is fast becoming the new frontier of marketing.
That’s why we’ve been bringing big brands together to see Earned Visibility in action. At a recent Soho brunch, Dominic (co-founder of Yours Sincerely) and Kate Sikora (Noble Performance) shared how the shift to AI search is forcing marketers to rethink visibility strategies – from where content lives to how it’s cited.
So what are the biggest questions brands are asking about AI visibility? Here are four we hear most often – and what every marketer needs to know.
Frequently asked AI visibility questions
1. Do brands need a Wikipedia page?
Short answer: yes. Long answer: it depends.
AI models build answers from a web of trusted sources: Wikipedia, LinkedIn, Forbes, Reddit, and more. If your competitors are already in those spaces, having a credible presence matters – it helps tip the balance in your favour when AI decides which brands to surface.
But here’s the catch: the ‘important’ sources are constantly shifting. Just this month, we saw the percentage of ChatGPT answers citing Reddit collapse from 29% to just 5%. What works today might not be as powerful tomorrow.
The takeaway: be present in multiple credible places, not just one. Wikipedia may help, but a resilient strategy spreads your brand visibility across the sources AIs trust most.
2. Does video have a place in AI visibility?
Absolutely, and it’s bigger than you think.
The world’s knowledge is rapidly shifting into video, and AI has to keep pace. While today’s models don’t watch YouTube or TikTok the way humans do, they absolutely read around them: transcripts, captions, titles, and the commentary your videos generate online. Every word becomes fuel for AI answers.
And tomorrow? Multimodal AI – tools that can truly see and hear – are already arriving. Brands with video libraries (and optimised transcripts) will be the first to benefit.
The bottom line: video isn’t just a creative format anymore, it’s a discoverability tool. If your competitors are captioned and visible while you’re not, their content will be the one AI showcases to your audience.
3. How do different generations use AI?
Generational patterns matter for marketers.
Gen Z and younger audiences are the earliest adopters. They use generative AI for fun, learning, and creativity – and for them, it’s already becoming a natural part of daily life. In the UK, school-age usage jumped from 37% to 77% in just one year.
But it’s not just young people. The fastest adoption growth now is among 35–54-year-olds – the very group making key purchase decisions in B2B and household buying. AI is spreading from ‘early adopters’ into the mainstream working population.
The lesson: don’t assume AI is a youth trend. Campaigns targeting Gen Z should expect AI fluency, but strategies aimed at professionals or parents should now assume growing familiarity, too.
4. Does AI mean I can reduce my workforce?
No, and cutting too soon could cost you.
The tough economy has led some employers to replace staff prematurely, betting that AI could take over. The result? A shortage of people who actually know how to use AI well. As Be Kaler Pilgrim of Futureheads warns, brands that cut too deep are now struggling to find the AI skills they urgently need.
Here’s the reality: AI isn’t a replacement, it’s an accelerator. It still needs human creativity to feed it, smart prompting to guide it, and critical thinking to question it. Even OpenAI turned to a creative agency for its first major ChatGPT brand campaign, using the AI itself as a co-creator – not a solo act.
So rather than cutting headcount, the smarter move is reskilling. Equip your teams to work with AI, and you’ll unlock far more value than treating it as a quick cost-saving fix.
What’s Next In AI Visibility?
AI visibility is moving fast – the platforms, the citations, and the behaviours are shifting week by week. What doesn’t change is the opportunity: brands that act now will shape the way they are discovered in AI search tomorrow.
Want to see where your brand stands today? Request your free Earned Visibility Score – and discover how visible you really are in the age of AI search. We’ll walk you through the results and give you a demo of our bespoke visibility platform.