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Key Takeaways Start with the questions customers are already asking, then make clear, credible answers easy for both people and AI tools to find.u003cbru003e
Work with creators who genuinely understand and earn trust from the audience you want to reach — not just those with the biggest follower counts.u003cbru003e
Use AI to test, organize and scale your work faster, but keep real expertise, transparency and human judgment at the center.
I started in search marketing in 1998, before Google became the default gateway to the internet. Since then, I’ve watched each new discovery channel reward the businesses willing to adapt early.
Customers now ask AI assistants for recommendations, comparisons and next steps. They also rely on creators to decide what is worth noticing, trying and buying.
AI search determines which brands enter the consideration set. Creators help determine which brands feel credible once they get there. These are 10 actions entrepreneurs can take now.
1. Start with customer questions, not marketing channels
Do not begin with “Should we spend more on TikTok?” or “Do we need an AEO strategy?” Begin with the questions your customers ask before they know your brand exists.
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