Gartner dropped a big one: CMOs will start prioritizing content and talent to adapt to GenAI-powered search. And yeah—they’re right. AI isn’t just reshaping search. It’s retraining how people think about finding answers, especially in B2B. Buyers now go to ChatGPT or Perplexity to ask layered, complex questions. The old search playbook? Mostly tossed.
This shift is a gift if you know how to unwrap it. Forget chasing algorithms. It’s time to say what you mean and mean something when you say it.
Optimization Is Table Stakes. Differentiation Is the Game.
Sure, you want your brand to show up in AI-generated summaries. But showing up isn’t the win—being remembered is. The risk is that in the rush to be “AI-friendly,” a lot of brands are dumbing things down, stripping the edges off their voice, and ending up with content that sounds like everyone else’s.
Spoiler: AI doesn’t kill the need for brand. It amplifies it.
People still want the same things from the brands they trust: honesty, relevance, consistency, and a clear point of view. They want meaning, not just high search rankings.
Showing Up Smarter
If you’re rethinking your content strategy for 2025, start here:
- Design for humans first. Search tools follow behavior. People still run the show.
- Say something that matters. Clear ≠ boring. Make sure your voice is in the room.
- Keep it consistent. Across your blog, product, pitch decks, and people. Make it unmistakably you.
The brands that nail this won’t just adapt to GenAI. They’ll help shape what it becomes.
What to Watch
GenAI tools are sourcing and summarizing in real time. Run some prompts through ChatGPT or Perplexity to see what shows up about your brand. You might be shocked by what gets pulled—or doesn’t.
