The New Front Door to Your Brand

AI Is Becoming Part of How People Discover Brands

For years, brands have fought for attention on Google, social media and advertising platforms. Now there’s another place people are increasingly making decisions: AI.

Someone asks ChatGPT, Gemini or Perplexity:

• What game should I play?
• What app should I use?
• What boots should I buy?

The answer can include a shortlist of brands, products and recommendations — often without the person ever visiting Google.

That changes the game for marketers.

AI doesn’t just look at your website and pick a winner. Its answers are influenced by the information it can find about your brand across the web: reviews, editorial coverage, product pages, comparisons, community discussions, retailer listings and other trusted sources.

So brands need to start paying attention to how they are represented in the information AI can see.

Ask your favourite LLM

Start by asking AI the questions your customers might ask. See whether your brand appears, who it is being compared with, how it is described and what information is missing or wrong. Do it across different platforms, because the answers can vary considerably.

This matters particularly for game discovery, app discovery and consumer goods where recommendations are already a natural part of the buying or choosing process.

Search isn't disappearing. Social isn't disappearing. But another discovery layer is forming on top of them — and brands that ignore it may eventually find themselves invisible at exactly the moment someone is asking what to buy, play or use.