As artificial intelligence tools like ChatGPT, Google Gemini and Claude become more embedded in the platforms businesses and consumers use every day, one thing is clear: the way brands are discovered, compared and trusted is changing. For company leaders, this shift raises a new kind of visibility challenge—one that traditional marketing strategies weren’t designed to address.
While most marketing teams are focused on boosting search rankings, driving traffic or producing campaign content, the reality is that AI systems are already forming impressions of their brands, often based on content that was never intended to train a machine. The question today isn’t whether your brand is online. It’s whether artificial intelligence can find it, understand it and represent it accurately in the growing number of digital environments that rely on AI-generated results.
At PUSH 22, a marketing agency based in Metro Detroit, this shift is reshaping how they help clients develop and deliver content. Agency Principal Dave Sarris believes the conversation about brand building needs to expand—and fast. “AI is quickly becoming the new filter for how people learn about companies,” Sarris says. “If you’re not showing up in those systems, or worse—if you’re showing up incorrectly—you’re missing real opportunities to shape perception and drive growth.”
Unlike search engines that crawl the internet in real time, most large language models are trained on publicly available content compiled at scale—everything from blog posts and help articles to Wikipedia pages, transcripts and open-access publications. Content that’s gated behind lead forms or buried in non-indexable formats is often excluded. That means valuable brand insights may never reach the systems influencing tomorrow’s customer.
Sarris and the team at PUSH 22 call this challenge an “AI visibility gap.” Their approach to closing it involves rethinking the way brands structure and publish content—not just for people, but for machines. And at its core, that work reflects the agency’s mission: helping leaders lead through marketing built for the realities of modern discovery.
That starts with clarity and structure. Website copy is updated to include clear, accessible language that reflects how a brand wants to be positioned across platforms. Thought leadership, once reserved for niche industry publications, is repurposed as long-form blog content and executive LinkedIn posts—formats that AI platforms routinely ingest.
In many cases, multimedia content like podcasts and webinars are transcribed and optimized to ensure key messages are surfaced in machine-learning datasets. PUSH 22 also emphasizes the importance of third-party validation—earning mentions and citations in public sources that lend credibility to a brand’s expertise.
This idea of authority is becoming increasingly relevant as AI systems prioritize not just what is said, but who is saying it. That’s leading many brands to rethink the role of PR and native content—shifting from splashy placements to strategic storytelling in sources that AI learns from and trusts.
What sets the agency’s approach apart is how it connects creative storytelling with technical structure. “We’ve always believed that story and strategy go hand in hand,” Sarris adds. “The difference now is that we’re building stories that humans connect with—and algorithms can understand.” It’s this blend of insight, structure and creativity that helps leaders lead through clarity and confidence in how their brands show up.
For company leaders, the takeaway is less about overhauling their brand and more about aligning what already exists with how AI platforms learn. That begins with a visibility audit: What content exists? Where is it published? Is it accessible and structured in a way that AI can interpret?
At a time when innovation and reinvention have become part of business DNA, this shift presents an opportunity. Whether you’re a startup or a global company, improving AI visibility is about future-proofing how your brand shows up—not just today, but in the systems your customers will rely on tomorrow.
And as Sarris puts it, “If you don’t shape your brand’s presence in these platforms, someone—or something—else will do it for you.”
PUSH 22
30300 Telegraph Road, Suite 410
Bingham Farms, MI 48025
Phone: 248.335.9500
Fax: 248.335.7848
