AI visibility on its own is now a trap. Unlike the Google era, being visible doesn't equate to being recommended. AI platforms need "receipts" to recommend brands. And according to Wil, the long-term winners will be the ones who focus on real brand-building instead of gimmicky tactics.
Wil's perspective: In Google, showing up implied endorsement. But AI platforms can name and then dismiss brands. Results are also highly unstable, so it's impossible to set expectations of "we're always in position X."
What your brand can do: Stop treating visibility as the only KPI. Pick a handful of prompts your execs care about, run them each 20 times per month, and report how frequently your brand appears. Use that as a momentum metric to measure progress over time.
Wil's perspective: When AI first launched, companies could game the system with self-promotional listicles and low-quality content optimized for visibility. Wil points out things are changing, with AI query fan-outs (how the models search behind the scenes) now naming brands and people it already trusts. To get cited, you have to provide "receipts" that back up your claims.
What your brand can do: Don't build strategy around loopholes. Consider whether your content is being shared by humans. If not, it's a sign the content isn't providing value. Focus on high-quality content built for your buyers.
Wil's perspective: AI behaves much more like a human brain than Google ever did. Brands can't rank for something just by stuffing their site with keywords. Instead, you have to prove brand authenticity and credibility with through media coverage, awards, and certifications.
What your brand can do: Audit whether you have proof of the topics or narratives you want to own. For example, if you're positioning yourself as a luxury brand, do you have proof beyond keywords on a page? Look at what publications and thought leaders are saying about your brand - if it's not the narrative you want, focus on providing more information to change that.
Wil's perspective: You want to get on the shortlist of brands that AI recommends, because buyers are most likely to choose from that list. Wil's own data shows human channels (direct, social, referral) convert far better than algorithmic ones. And those human recommendations also positively influence AI. According to Wil's calculations, content that wins with humans delivers 3x the value of content that only wins algorithms.
What your brand can do: Analyze your content by channel: organic and AI versus direct, social, and referral. Give human-curated sources higher CPC value to reflect the higher conversion propensity and added trust.
Wil has spoken at MAICON (Marketing AI Conference) in 2024, 2025, and 2026. He's passionate about forums like MAICON that allow him to share Seer's own AI-led insights and converse with peers about how brands can leverage AI effectively. Events like MAICON help Wil to continue building relationships and growing his reputation as a trusted expert in AI search and digital marketing.