Author: Tracy McCoy
In Part 2 of our AI conversation on The Fish Slap Effect Podcast, we looked beyond advertising and talked about something much bigger. As AI becomes part of how people search for information, businesses have to start thinking differently about how they're discovered. It's no longer just about being visible. It's about being credible.
Context Is Becoming the New Targeting
For years, digital marketing revolved around demographics, interests, and location. We built campaigns around age groups, zip codes, and online behaviors because that was the best way to reach potential customers.
Today, AI is changing that approach.
Instead of asking, "Who is this person?" the better question is, "What problem are they trying to solve?"
When someone asks an AI platform for recommendations, it isn't simply matching demographics. It's evaluating context. It looks at the question being asked, searches for trustworthy information, and tries to recommend the businesses that appear most qualified to provide the answer.
That's a significant shift, and it's one business owners should be paying attention to.
Trust Signals Matter More Than Ever
One thing I find fascinating is how AI evaluates businesses. It doesn't just look at one thing. It pieces together information from multiple sources to determine who appears to be the most credible.
That includes things like:
- Customer reviews
- Awards and recognitions
- Helpful website content
- Local business listings
- Articles or media mentions
- Frequently asked questions
- Consistent business information across the web
Every one of those pieces becomes part of your digital reputation.
The stronger your reputation, the more confidence AI has in recommending your business when someone asks for help.
Your Website Needs to Answer Questions
One of the biggest opportunities I see for businesses is creating content that answers customer questions before they ever pick up the phone.
Think about the conversations you have every week.
What do customers ask before they buy?
What misconceptions do they have?
What problems are they trying to solve?
Those answers belong on your website.
A strong FAQ page, educational blogs, videos, podcasts, and helpful service pages don't just improve your customer experience. They also provide valuable information that AI platforms can use to understand your expertise.
The businesses that consistently answer questions will have a much better chance of becoming part of future recommendations.
Visibility Isn't Enough Anymore
For years, businesses focused almost entirely on getting noticed. The goal was to rank higher, get more clicks, and generate more traffic.
Those things still matter, but I don't think they're enough anymore.
Visibility gets you into the conversation.
Credibility determines whether you're recommended.
That's why businesses can't afford to build a website once and forget about it. Your online presence should continue evolving just like your business does. Every review, every article, every piece of helpful content adds another layer of trust that both people and AI can recognize.
Earn Your Place in the Conversation
One of my favorite ideas from this episode is that businesses can't simply expect AI to recommend them because they exist online.
You have to earn that recommendation.
That means consistently publishing helpful information, keeping your business information accurate, asking for customer reviews, sharing your expertise, and staying active enough that search engines and AI platforms understand who you are and what you do.
When all of those pieces work together, your business becomes easier to recommend because you've already demonstrated your authority.
What This Means for Your Business
If all of this feels like a big shift, don't worry. The fundamentals haven't changed nearly as much as you might think.
Continue building a business that people trust. Continue creating content that answers real questions. Continue asking happy customers to leave reviews. Continue investing in your website and your reputation instead of treating them as one-time projects.
The difference is that those efforts are now helping two audiences at the same time. They're helping potential customers make better decisions, and they're helping AI understand why your business deserves to be recommended.
The Real Competitive Advantage
As AI continues changing the way people search, I don't believe the businesses with the biggest budgets will automatically win.
I believe the businesses that consistently build credibility will.
The companies that educate instead of simply promote, answer questions instead of chasing clicks, and invest in long-term trust instead of short-term tactics will be the ones that continue growing as technology evolves.
Marketing has always been about helping people make confident decisions. AI is simply changing how those decisions begin.
Watch the Full Episode & Join the Conversation
If you're curious about how AI is changing search, customer behavior, and the future of digital marketing, I invite you to watch the full episode of The Fish Slap Effect Podcast. James and I continue our conversation about AI, credibility, and what business owners can start doing today to prepare for what's next.
Follow The Fish Slap Effect Podcast on your favorite podcast platform or subscribe on YouTube. We release new conversations every week covering marketing, leadership, business growth, and the unexpected lessons that help businesses move forward.
If you enjoy the show, subscribe, leave a review, and share this episode with a fellow business owner, entrepreneur, marketer, or leader who could benefit from the conversation.
Because in a world where anyone can create content, the businesses that consistently earn trust and demonstrate real expertise will be the ones people and AI recommend first.