AI Is Changing Visibility Online — How to Stop Your Brand From Being Filtered Out
This article was inspired by a conversation I recently had with our SEO expert, Jason Moffat of Sojourn Digital in Saskatoon. We were talking about online visibility, and he said something I can’t stop thinking about.
“If AI can’t find your brand, your audience might not either.”
I’ve always said I have a love-hate relationship with AI. It’s a great tool and I’ll always advocate for tools that help us work smarter, but not at the cost of authenticity. So, when I see businesses using it to write their posts, bios, websites, emails, and whatever else, it breaks me a little.
And yes. I can tell.
In fact, half of users online can now recognize AI-generated content. So, if platforms like Google Gemini and ChatGPT are starting to decide who gets seen online… why would they ignore content written by AI? And what does it mean for us and other writers, founders, and organizations?
AI Mode Is Coming For Us All!
SEO (Search Engine Optimization) has been the go-to visibility strategy for 20+ years. It’s what has been helping your online visibility by using keywords, meta descriptions, and strategic formatting so it ranks higher in search engine results.
AI Mode is very different. It’s not just looking at your content — it’s summarizing the internet. And then instead of sending users to your website, it’s answering questions directly.
That means all the effort you’ve put into writing blogs, optimizing articles, and packing them with keywords may not hold the same value for much longer. If the answer shows up instantly in AI-generated summaries, why would someone click through to your site?
The goal is no longer to be found in Google, Yahoo or Bing. You want to be seen and sourced by these AI platforms. Because visibility now depends on what AI decides to show people. And if AI doesn’t see you, your audience won’t see you either.
AI overviews have already stolen 68% of global click-throughs (SparkToro & Datos). And in both the U.S. and Japan, Google users can now choose to toggle off traditional search results. They can switch to AI mode and view only the AI summaries. They won’t even see a listing of websites.
This feature is still in testing, but experts expect AI-generated responses to become the default search experience in the future.
How to Show Up in AI Platform Searches
Your audience (and AI) can smell AI-written content a mile away.
50% of readers can now recognize AI-generated content, and 26% say it makes brands feel impersonal (Bynder Human Touch Study).
AI mode will favor brands with strong public sentiment, recognizable messaging, and consistent digital presence across channels. If your content is hidden behind jargon or copied from AI tools, it won't pass the gates.
Visibility there will depend on how people talk about your brand. AI search tools look for:
Credible mentions across platforms
Strong brand sentiment
Thought leadership
Real audience engagement
As of mid‑2024, 12% of Canadian businesses were already using AI tools to process and analyze text, like emails and online reviews (Statistics Canada). If your content doesn’t register in those systems — you’re being overlooked.
How to Create Strong Public Sentiment
Here’s what we help our clients focus on through strategic messaging and content:
Recognizable Brand Voice
User-generated content (testimonials, tagged content, conversations)
Human-led storytelling that drives emotion and trust
Multi-platform engagement (not just one channel)
Earned mentions and partnerships that reinforce credibility
This is where strategic copywriting becomes your competitive edge. It’s how to communicate your values, build real connections, and become part of the conversations real people (and AI Mode) will notice.
The Danger of Overusing AI for Your Content
You’ve probably already come to the conclusion that using AI to write your content will prevent you from being seen online in the future. It’s great for brainstorming, analyzing, and saving time, but it will never know your voice, your clients, or your story.
If you’ve been relying too heavily on AI to write your blogs, captions, or emails, here’s the risk:
You lose connection. You content becomes impersonal and hard to relate to.
You become invisible. AI search filters you out.
You lose trust. Your audience notices when it doesn’t sound like you.
Put The Effort In
This is the most disruption the internet has seen in 25 years. And it's only just beginning.
If you want to get ahead of it, remember this. Content that is too perfect is a problem.
If it’s too generic or robotic, it will be forgettable, ignored by AI, and never seen by your audience. It is wasted energy, time, money. And it’s missed opportunity.
The algorithm will always change. But connection doesn’t.
Your voice. Your story. Your impact. These are the things that set your brand apart, and they can’t be automated.
Clarify your message, define your brand voice, and write content that sounds like you.
Define Your Brand Voice Now