#AI visibility converts the purchase intent (demand) that already exists for you
By Mikeblack · July 2, 2026 · Curated by George's Blog
#AI visibility converts the purchase intent (demand) that already exists for your brand. It does not create the demand
Demand is created by connecting your brands to a community of people in a way that feels real and relevant to their lifestyles, values, identities
Connecting with the #culture they self-identify with
It's like when you have a really close friend and you have certain inside jokes and "winks" that mean something only you understand
Even #advertising can't do this
which is why Unilever is making such a big bet on #influencers and #creators and why this quote from Ryu Yokoi of Unilever in Marketing Brew today jumped out to me
If you have a strong AI visibility strategy but a weak cultural resonance strategy, the house will fall
I saw this play out on the #retail #digitalshelf for years
#Ecommerce teams would optimize and optimize the heck out of their PDP content, #SEO and #retailmedia and still not see the incremental growth they expected from these efforts
It's because the incrementality is created further up the funnel in the pools of new customers you're creating and priming for conversion, down funnel
But because these teams are so siloed, everyone narrowly defines the problem from their little corner of the world and budget gets misdirected