AI is transforming B2B marketing, and this transformation is crucial for your brand to be aware of. In order for your brand to maintain good brand awareness, they need to not only just be aware of this transformation, but must also be able to adapt to it.
AI has significantly simplified the buyers journey. Before AI, if a company was looking for the best marketing agency to run their social media accounts, it would take lots of time and research to compare vendors and visit sites, but now with AI, all of this research can be condensed to a single interaction. For example, if this same company was asking ChatGPT for the best marketing agency in the area, the software would instantly generate a shortlist, along with recommendations, descriptions of each named agency, each agency’s pros, and their cons. Although this is a time-efficient approach to finding a new marketing agency, many other great agencies would be left out of this shortlist. This could be detrimental for a company because if your company isn’t showing up in search, it makes your company invisible, and hidden as a potential option.
Whether or not a brand appears in AI results depends on the AI model, its training data, and its interpretive logic. Fortunately, there are ways to help ensure your company is visible to AI. It is important to note that even if your brand does show up in ChatGPT’s results, it may not be mentioned in other AI platforms like Perplexity or Claude.
Public relations plays a large role in helping to fuel visibility for your brand. Strategies such as earned media coverage in reputable publications, relationships with influencers, industry awards, and mentions in analyst reports all help increase brand visibility and the likelihood for your brand to be mentioned in AI results. These efforts help to create digital trails that AI can follow and then cite. In addition to public relations, your brands website and/or blog needs to be built for AI. For example, if your blog is buried in jargon or your website is filled with just videos without transcripts, your brand is likely invisible to systems with generative AI. Brands should instead use formats to match query styles like FAQ or “how-to”, focus on ensuring that their content is clear and consistent, and transforming earned media into SEO-optimized content that search engines can easily find.These strategies help to make your brand more visible by AI and increase the likelihood of your brand to show up in AI generated searches.
For example, when searching on Chat GPT for an intermodal logistics transportation company based in Buffalo, our client ROAR Logistics was the first company listed.
B2B marketing is not the same as it once was, and AI will continue to have an effect on content marketing and the business world as a whole in the years to come. It is important to understand the effects AI can have on a brand and to understand what to do to ensure that your brand remains visible.
At Abbey Mecca, we understand how crucial it is for your brand to stay visible in an AI-driven world. We help businesses create smart, targeted campaigns that drive engagement, build brand awareness, and ensure visibility in both human and AI-powered searches. With our expertise, we will help optimize your digital presence. Contact us today to learn more about AI-powered search for your business.
Sources: https://learn.g2.com/interview-jim-yu-ai-is-talking
https://www.odwyerpr.com/story/public/23054/2025-05-27/solving-ai-era-visibility-crisis.html
