As AI-powered search engines and answer tools (like ChatGPT, Claude, etc.) become how more people discover information, how brands and organizations build a successful marketing plan is shifting fast. Valuable search engine optimization (SEO) is no longer just about stringing together the right keywords. Building an influencer-driven marketing plan will ensure you are staying top-of-search.
The game has changed, and fast. It’s now about being cited, surfaced and trusted… by AI.
What does that mean for your brand?
Full Circle Moment. Blogs are back! In the second half of 2025, brands will shift budget toward collaborations that produce AI-accessible content – think blog posts and website content via your favorite online creators/influencers, podcast appearances or video content hosted on platforms that AI models can index. AI search engines favor content that’s referenced across a broad ecosystem—not just brand-owned channels. Brands who aren’t leveraging influencers to tell their brand story will get buried, while those with a deep bench of influential content creators will see their content rise – as it’s cited by AI and surfaced to the top of a consumer’s search results.
Volume matters. At its most basic level, we know AI tools pull from a wide range of sources. Brands with AI-searchable PR efforts and a consistent publication of relevant, high-quality content across the web (we can build this influencer strategy out for you!) are more likely to appear in AI-produced search results. Inconsistent programming with content that barely lives on beyond the campaign moment? That can make you invisible.
Credibility counts. When multiple sources reference your brand, especially from reputable or expert-driven content (like influencer campaigns), it reinforces legitimacy and improves rankings in AI-curated responses. Flipping that approach, website integration will also be key to success. Embedding influencer testimonials, reviews, or user-generated content on your brand-owned platforms will also help drive GEO.