Daniel and Chris discuss with Discovered Labs co-founders Liam Dunne and Ben Moore how AI search is reshaping brand visibility, moving away from traditional SEO. They explore what happens behind the scenes when an LLM generates an answer, the limitations of retrieval and citations, and why Reddit strategy and query fan-out matter. The conversation also covers representation in model weights, consensus, and the future where AI agents will interact with websites on behalf of users.
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Highlights
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The shift from SEO to AI search visibility
Traditional SEO techniques are losing relevance as AI-powered search engines become the primary way people find information, shifting the focus to how brands appear in LLM-generated answers.
Behind the scenes, an LLM generating an answer relies on retrieval and citations, but the process often falls short in providing accurate and complete representation.
Reddit has become a critical data source for training AI models, making brand presence and sentiment on such platforms a major factor in AI search results.
To understand AI search beyond a single question, companies must map the full landscape of possible user queries ('fan-out') that could surface their brand.
AI models represent 'consensus' by aggregating information from many sources, so brands must ensure that accurate information about them is consistent and reinforced across the web.