How Brands Can Leverage AI to their Advantage

Marcus Sheridan of iMPACT discusses the significant shift in digital marketing strategies due to the advent of zero-click searches and the rise of AI, where consumers get immediate answers without clicking on websites. Brands are advised to adapt to this change by building stronger digital signals across multiple platforms to maintain industry relevance and authority.

As digital marketing strategies evolve in response to technological advancements, brands now face the challenge of remaining visible and relevant in the era of zero-click searches and AI-dominated decision-making. The once coveted ‘click’ has become less significant as consumers now get immediate answers to their queries without the need to click through websites. Consequently, the onus is on brands to adapt and redefine their digital presence.

This shift from traditional click-based strategies to the era of zero-click searches is not a failure but a transition in how trust is built, content is consumed, and buying decisions are made. Instead of trying to draw consumers to their sites, brands must establish their presence where AI and buyers already exist. In this new era, clicks have become secondary, and digital signals have taken precedence.

Digital signals, the breadcrumbs that lead AI and consumers back to a brand, play a crucial role in this new era. These signals inform search engines, AI models, and consumers that a brand is a trusted authority in its field, actively participating in relevant conversations and consistently providing value across various channels, not just its website. Brands that create diverse, high-quality digital touchpoints stand better to be featured in AI recommendations.

Brand perception is no longer solely determined by how the world views it, but also by how AI perceives it. Brands are now marketing not just to people but also to AI. If AI does not recognize a brand as an industry authority, it will not recommend it. Therefore, brands must build their entire digital presence by sending strong, consistent signals reinforcing their expertise.

Brands that succeed in the zero-click era will have well-optimized websites and a strong digital presence across multiple platforms. They will be visible in conversations, search results, AI recommendations, and trusted content. By mastering digital signals, brands can remain relevant and become the go-to in their industry, regardless of where or how consumers search.

To build solid AI-friendly signals, brands need to be present in digital spaces that matter most, including social feeds, search engines, video platforms, review sites, and areas where customers are conducting research. The article suggests eight proven strategies to strengthen digital signals:

1. Social media content (especially on platforms like TikTok, LinkedIn, and Instagram)

2. YouTube Shorts

3. LinkedIn videos (for B2B trust and visibility)

4. Interactive tools on your website

5. Deep, original content and IP

6. Long-tail keyword optimization

7. User-generated content

8. Local search optimization

Focusing on these areas can help brands influence how AI and buyers perceive them. Mastering all these strategies at once is unnecessary, but brands must start to remain competitive and relevant in the age of AI and zero-click searches.

Discover more at iMPACT.