The digital landscape is shifting—fast. Artificial intelligence (AI) is changing how consumers find and interact with brands, and the strategies that once worked for search and social media are rapidly becoming obsolete.
For CMOs, this presents both a challenge and an opportunity. Will you proactively adapt to AI-driven discoverability, or will you wait until your competitors define the playing field?
In a recent episode of Tunheim’s Being Understood Podcast, David Erickson, Senior Director of AI & Emerging Technology, shared how AI is transforming digital discoverability—and what brands need to do to stay ahead. This blog breaks down key insights from the episode and outlines how CMOs can take control of their brand’s future before AI leaves them behind.
The AI Disruption in Search and Social
Traditional SEO and Social Strategies Are Losing Ground
For years, brands have relied on search engine optimization (SEO) and social media marketing to drive discoverability. But as David Erickson points out, AI-driven changes are making these strategies less effective.
- Zero-Click Search: “Google has, over time, created Instant Answers… so there’s no need to click,” Erickson explains. Search engines are now serving up direct answers, reducing the number of people clicking through to brand websites.
- Social Media’s “Link Penalty”: Platforms like Facebook prioritize native content (videos, images) over links. “Facebook… all the other social channels, really, are doing the same thing… they’re trying to keep you on their platform.”
This means that simply ranking high in Google search or posting links on social media is no longer enough. Brands must rethink how they appear across these digital ecosystems.
AI-Powered Search Assistants Are Changing Discoverability
Beyond traditional search, AI-powered assistants like ChatGPT, Google Gemini, and Microsoft Copilot are becoming key sources of consumer information. “OpenAI… released what’s called a multi-modal model, where you can talk to it and it’ll talk back naturally,” Erickson explains.
This shift means that AI isn’t just indexing content—it’s actively choosing what information to surface. Brands that fail to align their content with AI’s needs risk being left out of these new discovery channels entirely.
How CMOs Can Take Back Control
1. Position Your Brand as an AI-Ready Authority
AI models prioritize reliable, high-quality sources of information. Erickson highlights Google’s E.E.A.T. framework—Expertise, Experience, Authoritativeness, and Trustworthiness—as key to AI-driven search.
“Google has an acronym… for good content… Expertise, Experience, Authoritativeness, and Trustworthiness,” Erickson explains. Brands need to demonstrate credibility through well-structured, fact-based content if they want to be surfaced by AI-driven platforms.
2. Shift Your Content Strategy from Clicks to Engagement
Since search and social platforms now discourage external links, brands must focus on engagement-first content that thrives within each ecosystem.
- Use native content—videos, carousels, and interactive posts—to boost organic reach.
- Build thought leadership through long-form articles, reports, and podcasts that establish your brand as a trusted industry resource.
- Leverage conversational AI strategies to ensure your brand’s voice is represented in AI-driven search results.
3. Conduct an AI Brand Audit
One of the most actionable steps CMOs can take today is an AI brand audit—a systematic review of how AI perceives and presents their brand across search, social, and conversational platforms.
Key questions to consider:
- How does AI summarize your brand?
- What sources is AI pulling information from?
- Are your competitors better positioned in AI-driven search results?
Understanding these insights allows CMOs to proactively shape their brand’s AI presence rather than leaving it up to chance.
4. Adapt SEO for AI Discoverability
Traditional SEO must evolve. Instead of focusing purely on keywords and backlinks, brands should:
- Structure content for AI-friendly indexing (clear headings, concise summaries, authoritative citations).
- Use structured data markup to help AI interpret and prioritize content.
- Ensure factual accuracy—AI models prioritize well-sourced, verifiable information.
Act Now—Before Your Brand Gets Left Behind
AI is already changing how consumers find and interact with brands. Don’t let yours get left behind.
As Erickson warns, “The challenge of discoverability is not going away. It’s only going to get tougher… the best way to build a true competitive edge is to really jump on this now.”
AI is reshaping discoverability. Will you lead or follow?
🔹 Take Action Today
Schedule a call with Tunheim’s AI and digital strategy experts to assess your brand’s AI discoverability and ensure you remain a top source for both search engines and AI-driven platforms.
👉 Don’t wait—position your brand for the AI-driven future now.
