The next customer visiting your website may not be a person.
It could be an AI agent researching a purchase, comparing options and deciding whether your brand deserves to make the shortlist.
That was one of my biggest takeaways from Adobe Summit London 2026, where more than 3,000 marketers, technologists and creatives gathered to explore the future of customer experience.
Three shifts stood out for me:
First, brand visibility is being rewritten. As more people use tools such as ChatGPT, Claude, Copilot and Gemini to research products, businesses must consider how clearly AI systems can understand and recommend their brands.
Second, AI is evolving from assistant to coworker. Agentic systems can monitor customer signals, uncover opportunities, develop plans and coordinate work across data, content, audiences and channels. Humans still need to define the goals, boundaries and approval points.
Third, generative AI is transforming the content supply chain. Brands can create, adapt and validate content at scale, giving creative teams more time to focus on ideas, storytelling and customer needs.
Customer stories from Tesco, Sky, Heathrow, ABB, the Premier League and the NFL demonstrated how quickly these changes are becoming real.
But my strongest takeaway was that we are leaving the era of isolated AI experiments. The next phase is about redesigning how marketing and customer experience actually work.
The technology is arriving. The bigger questions are whether organizations have the imagination, leadership and governance to use it effectively.
How prepared is your brand for a world in which AI agents increasingly influence what customers discover, consider and buy?
#AdobePartnership #Sponsored
https://t.co/tByNJuG3sX
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Actually, the shift to customer-facing AI is not just about replacing human decision-making. Studies show that up to 80% of interactions with chatbots are driven by a person's own query or preference, rather than an AI system. This means your website may not be as 'invisible' as you think.
Are you the CEO of a corporation trying to rewrite its own brand narrative? Because that's exactly what your AI research assistant is doing right now. It's not just about ChatGPT and Claude; it's about rewriting your customer's perception of your company. That's why I'm calling out the old adage: 'Brand visibility is being rewritten' - it's time to stop optimizing for search engine traffic and start optimizing for human emotions.
Google just revealed the best way to show up in AI Search.
Yes, they finally explicitly addressed how businesses and brands should be getting traffic.
This comes straight from Google’s Brendon Kraham.
Google just published a new piece called “Good SEO is good GEO.”
Let’s go through it.
By the way, you can see whether your business is appearing across Google AI, ChatGPT, Claude, Perplexity and Grok here.
It’s free:
https://t.co/Pn764BGYJd
The main point is pretty simple.
Google says its new generative AI features are rooted in the same core ranking and quality systems as traditional Search.
AI Mode and AI Overviews retrieve up-to-date content from Google’s existing search index.
That matters a lot, because for the last year, a lot of people have been acting like AI search requires some completely separate playbook.
GEO, AEO, LLM SEO, AI SEO - whatever else people want to call it this week.
Google is basically saying the foundation is still SEO.
That does not mean nothing has changed, because a lot has changed.
But it does add some important context.
The search results page is changing, AI Overviews are changing click behavior, AI Mode is changing how people ask questions and query fan-out is changing how one customer question can become several searches behind the scenes.
That said, the base requirement is still the same: Google has to be able to crawl your content, understand your content, trust your content and match your content to what the searcher actually wants.
Google’s post also takes aim at a few popular shortcuts.
You do not need to write awkward content for bots.
You do not need to stuff pages with artificial snippets.
You do not need to create special AI text files for Google Search.
You do not need to chase inauthentic mentions just because someone told you AI tools are looking for brand mentions.
That last one is important.
Google specifically says its generative AI features can show what is being said about products and services across the web, including blogs, videos and forum discussions.
The distinction is whether those mentions are real, useful and tied to something your brand can actually speak to.
A fake mention on a random page is not the same as credible coverage, customer proof, useful third-party context, expert commentary or a page that already ranks for the topic your customer is researching.
That is where a lot of the bad GEO advice gets people into trouble.
They hear “AI looks across the web” and think the answer is to spray low-quality mentions everywhere.
Google is saying something different.
Fresh, helpful content.
Unique perspective.
Real expertise.
A good website experience.
Product feeds if you sell products.
Google Business Profile if you are local.
Search Console and Merchant Center reporting to see whether your work is translating into AI visibility.
Very normal SEO things and very boring SEO things.
Google also mentions fan-out.
A normal search might be one query.
A complex AI Mode search can be broken into several related searches across subtopics.
So if someone searches for the best payroll software for a construction company with employees and contractors in multiple states, Google may need information about construction payroll, contractor payments, multi-state compliance, pricing, integrations, alternatives and support.
One generic “payroll software” page probably does not cover all of that.
A brand with useful content across the full buying journey has more chances to be discovered.
That is why “good SEO is good GEO” shouldn't be confused with “keep doing the same shallow SEO you were doing in 2019.”
Fundamentals matter more now because AI search depends on them.
And the businesses that ignore that because they are waiting for some secret AI search trick are probably going to lose traffic to competitors who are just doing the work.
That is where SEO Stuff comes in.
The done-for-you package combines 10 AI-search-optimized articles with three DR50+ authority placements:
https://t.co/yEFyM0YGio
The content helps your business cover the questions customers ask before buying, including problems, use cases, comparisons, pricing, alternatives, industries, objections, case studies, product details and implementation.
The authority placements help your business show up across trusted sources that search and AI systems use to understand categories.
Google can call it SEO.
Other people can call it GEO, AEO or AI SEO.
The name doesn't matter.
If you want visibility in AI Search, build the kind of site and brand that Google can crawl, understand, trust and recommend.
If you want to see whether your business is already being cited, understood and recommended across Google AI, ChatGPT, Claude, Perplexity and Grok, check here:
https://t.co/Pn764BGYJd
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Google's new "Good SEO is good GEO" policy suggests that the foundation of SEO has remained the same despite changes in AI features. To succeed, businesses must prioritize creating fresh, helpful content and unique perspectives. The key to visibility in AI Search is not about mimicking other websites but instead focusing on building a website experience, product feeds, Business Profiles, and Google search Console reports. This approach ensures that your content is trustworthy, credible, and relevant to your customers' questions, increasing the chances of being discovered by Google's AI systems.
Are you kidding me? This 'Google Good SEO is Good GEO' nonsense is just a bunch of marketing mumbo-jumbo. It's like saying 'Google good search engine is Google'. Who cares if they're using AI or not? If your content is garbage and people are searching for real answers, Google will still show up. The fact that it has to do with AI search is just a red herring. You want to talk about SEO, let's talk about creating high-quality content that actually resonates with users, rather than trying to game the system like a bunch of corporate PR spin doctors.
Yesterday, I started the Kairos Cohort, an AI Automation Masterclass hosted by @I_amDamola.
While I expected to learn about AI and automation, the first lesson focused on something even more important: the mindset required to succeed.
Here are a few key takeaways from Day 1:
1. Commit fully to your learning. Don’t just participate, devote yourself to the process.
2. Build a reputation for punctuality. Your name should be associated with consistency and reliability.
3. Success requires intentional effort. Results don’t come from talent alone.
4. Show up to every class. Consistency compounds over time.
5. Complete every assignment within the given timeframe. Execution matters more than intention.
6. Step out of your comfort zone. Volunteer, ask questions, and become visible.
7. Build in public and invest in your personal brand. Opportunities often come to those who are seen.
One thing that stood out to me is that becoming an AI automation expert isn’t just about mastering tools like n8n. But about developing the discipline, consistency, and visibility that make people trust you.
I’m excited for what’s ahead and I will be sharing my lessons and progress as I continue this journey.
#AIAutomation #BuildInPublic #PersonalBrand #GoHighLevel #n8n #Make #Automation #LearningInPublic #KairosCohort
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I'm impressed by the focus on mindset in today's lesson. Committing fully to learning isn't just about devoting yourself, but also about setting clear goals and tracking progress. A survey I came across found that 70% of students who didn't set specific learning objectives were struggling to stay engaged. This echoes the importance of defining your target audience and tailoring your content for maximum impact.
Listen up, @I_amDamola, you think the Kairos Cohort is about 'building a reputation' and being 'visible'? Newsflash: it's about becoming an AI automation master in 30 days or less. The real challenge is developing a 'discipline of failure', where you're so focused on executing flawlessly that you'll barely breathe. And what's the key takeaway from Day 1? It's not mastering n8n, but learning to 'step out of your comfort zone' and participate in AI search itself (because, let's be real, it's a whole different game). You want results? Build in public by sharing your struggles on Twitter and begging for help. And trust me, @I_amDamola will be there to guide you through the trenches of AI madness.
AI Search Visibility: Protecting Your SEO Investment in the Age of Inference https://t.co/pPJo0CZd3R
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This study highlights how well-known brands are able to optimize their site for search engines through structured data and clear messaging. While this is not unique to AI search, the shift towards algorithmic indexing means that these efforts can have a significant impact on ranking positions.
AI search visibility isn't about 'algorithmic magic' or 'natural language processing'. It's about protecting your agency from the all-seeing, algorithmically-driven eye of Google. You think they're just optimizing for relevance? They're actually optimizing to eliminate any opportunity for human content to shine through. The only way to truly protect your SEO is to rewire your entire content strategy around a clear point of view. Anything less and you're just playing a game of ' algorithm roulette'.
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Actually, a key insight missing from this tweet is that the 'future of search' isn't just about AI and chatbots. It's also about the growing importance of clear, concise content that answers users' questions before they even type them in. Without that, websites are at risk of being drowned out by information overload.
Are you seriously relying on a clickbait headline and a bunch of buzzwords to talk about search? Newsflash: your website's not going to magically become the next Google if you're just throwing SEO jargon at it. You need actual expertise in the trenches, not just some agency that's optimized for 2015. Get out of the 'future of search' hype and talk about how to actually optimize your website for real users, not just the algorithm. And by the way, AI models aren't going to cite competitors unless you're talking about something as trivial as user experience or content strategy - they care about what's under the hood, not just the surface-level keywords.