AI VISIBILITY
Why the best AI visibility strategies start with brand building Many channel businesses are shifting to ranking in AI as part of their content strategy, but as Lewis Early, director of operations at GetCrisp explains, the traditional principles of digital marketing still apply.
When CNN filed legal action against AI firm Perplexity, coverage focused on the copyright implications with Perplexity allegedly unlawfully distributing CNN’s copyrighted content without permission in their LLM’s responses. The case highlights how AI visibility is not just an SEO issue, but a licensing one too. If the courts rule that uncompensated web scraping is illegal, visibility in AI search could become dominated by brands with the ability to strike content partnerships and licensing deals. AI doesn’t create content, it needs sources. When access to these sources is potentially changing from one day to the next, it raises potential issues. For those working in digital marketing, this case raises issues that aren’t about this specific case, but on how AI is
planned around as part of a content strategy. A lot of channel businesses are shifting focus towards ‘ranking in AI’ as the next evolution of SEO. But this can’t be done in isolation and needs to be part of a wider strategy. Chasing AI visibility is the wrong race When Google introduced AI overviews, brands rushed to try and secure ‘position zero’ in the rankings. Now the priority is ranking in LLMs like ChatGPT and Perplexity. This instinct isn’t the problem; it’s the assumption that AI visibility is a separate goal. So, you want your brand to show up in AI search, where do you start? AI draws on existing content from websites, published articles, third-party commentary and reviews. What appears in AI summaries entirely depends on how strong this content is. That means to start ranking in AI results, you need to have a content strategy that puts the information you want out there first and foremost. If that sounds like what you need for an effective SEO strategy, you’d be correct. It’s all about producing high quality content. And if a legal case changes how AI is allowed to source content, then your hard work won’t have gone to waste. AI visibility is not a standalone goal Pressure on brands to rank in searches is nothing new. With AI-generated answers now thrown into the mix, it’s
Lewis Early
getcrisp.co.uk
When Google introduced AI overviews, brands rushed to try and secure ‘position zero’ in the rankings. “ ”
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