As AI-powered platforms like ChatGPT, Gemini and Perplexity increasingly shape how people discover information, brands are facing a major shift in visibility, content strategy and digital marketing performance.
That was the focus of our recent webinar, AI Search in Action, where our experts explored how brands can improve discoverability across large language models (LLMs), understand what drives AI-generated recommendations, and adapt marketing strategies for a rapidly changing search landscape.
Hosted by Alex Robinson, Head of Creative and Content at TEAM LEWIS Australia, alongside Jessica Gutierrez, Senior SEO and SEM Manager, and Valente Denilson Fuel, Senior Client Partner Agency (SMB) for EMEA, Reddit Inc., the session unpacked the growing relationship between SEO, PR, social media and AI visibility.
Here are some of the key takeaways from the session.
Visibility is no longer just about SEO
One of the biggest shifts highlighted during the webinar was how AI search platforms gather and prioritise information.
Traditionally, search visibility relied heavily on websites and search engine optimisation. Today, AI platforms pull information from a much broader ecosystem, including:
- Media coverage
- Reddit discussions
- LinkedIn posts
- Reviews and forums
- Expert commentary
- Video and social content
- Third-party publishers
This means discoverability is no longer confined to your website.
As Alex Robinson explained during the session, the brands winning AI discovery are not always the ones producing the most SEO-heavy content. Instead, they are the brands creating the strongest and most consistent signals across the internet.
For marketing teams, this represents a major mindset shift. Visibility now depends on how well PR, social, content and search strategies work together.
AI search is changing how trust is built online
Another major takeaway was the growing importance of third-party validation.
AI platforms are increasingly prioritising content and conversations that appear trustworthy, authoritative and independently validated. This includes earned media, community discussions and expert opinions.
Jessica Gutierrez highlighted recent findings showing that earned media distribution can significantly increase AI citations and visibility across AI platforms.
In practical terms, this means brands can no longer rely solely on publishing content on their own websites. External conversations matter more than ever.
For marketers, this raises important questions:
- Are people talking about your brand outside your owned channels?
- Are your subject matter experts visible online?
- Are you appearing in relevant industry discussions?
- Are trusted publishers and communities referencing your brand?
The brands that consistently appear across multiple trusted sources are more likely to surface in AI-generated responses.
Reddit, LinkedIn and community platforms are becoming key discovery channels
One of the clearest trends discussed during the webinar was the increasing influence of community-driven platforms.
AI systems are not only looking for polished corporate messaging. They are also looking for real experiences, peer discussions and authentic expertise.
Platforms like Reddit and LinkedIn are becoming increasingly important because they provide contextual discussions and user-generated perspectives that AI models often reference.
This creates new opportunities for brands to participate in conversations rather than simply broadcast messages.
Thought leadership, executive visibility and authentic engagement are now playing a larger role in discoverability.
For brands, that means:
- Encouraging experts and leadership teams to contribute to industry conversations
- Developing content that answers real audience questions
- Participating in relevant communities
- Building credibility beyond brand-owned channels
AI visibility is increasingly shaped by how brands show up in broader digital conversations.
AI visibility requires ongoing monitoring and measurement
The webinar also explored the growing need for brands to actively track how they appear across AI platforms.
Unlike traditional search rankings, AI-generated responses are dynamic and can vary depending on the prompt, platform and context.
This means marketers need new ways to evaluate visibility.
Some of the key considerations discussed included:
- Whether brands are appearing in AI-generated recommendations
- Which topics AI platforms associate with the brand
- How competitors are surfacing in AI responses
- Which external sources are influencing visibility
- Where conversation gaps exist online
This kind of monitoring can help identify opportunities for stronger content, PR activity and thought leadership.
For example, if competitors are consistently appearing for prompts around sustainability, innovation or customer trust, it may signal a need for stronger visibility and authority in those areas.
The future of search is integrated
Perhaps the biggest takeaway from the session was that AI search is not replacing traditional marketing disciplines. Instead, it is bringing them closer together.
SEO, PR, social media, thought leadership and content marketing can no longer operate in silos.
AI-powered discovery rewards brands that create consistent, credible and visible signals across multiple channels.
As AI platforms continue evolving, marketers will need to think beyond rankings and clicks, focusing instead on:
- Brand authority
- Digital reputation
- Conversation share
- Content relevance
- Multi-platform visibility
The brands that adapt early will be better positioned to influence how they are represented in the next generation of search experiences.
Watch the full webcast
Want to dive deeper into the future of AI-powered search and what it means for your marketing strategy?
Watch the full AI Search in Action webcast to hear practical insights from the TEAM LEWIS experts, including emerging trends, visibility strategies and what marketers should prioritise next.
