I’m hearing companies debate AI roadmaps while their customers already rely on AI to decide what to buy and who to trust. The decision moment moved, and most brands didn’t.
What are customers already doing with AI?
Customers now ask AI for everyday and important choices: recipes, symptoms, small fixes, and shopping. Increasingly, they also use it to pre-vet local and B2B providers before clicking anything. The model behaves like a friend who compiles options, context, and proof in seconds. They expect clarity on hours, cost, and reliability.
I hear prompts on sales calls that sound like this: “Find a plumber near me who actually shows up,” or “Which local clinic can see me this week?” The ask is outcome-driven, not keyword-driven.
People don’t want ten blue links. They want a shortlist with context: hours, price range, recent reviews, and a sense of reliability. They expect the model to synthesize proof, not just surface pages.
The pattern spans categories. Parents ask for meal plans. Teens ask what to do for a stubbed toe. Homeowners ask for roofers who finish on time. The model becomes the first conversation before any brand visit.
How is AI changing trust and discovery?
AI is now a trust broker. People use it to compare options, verify claims, and narrow the field to two or three providers they can believe. Trust is established by structured proof, not slogans.
The mood makes this stronger. The 2026 Edelman Trust Barometer describes a “low-trust, high-anxiety” environment where “7 in 10 are unwilling or hesitant to trust someone different,” pushing people to tighter circles of confidence Edelman. Skepticism is a default, not an edge case.
In that climate, people lean on AI to summarize signals they don’t have time to parse. They want reviews that sound recent and real. They want pricing they can sanity-check. They want contradictions called out before they commit.
What are companies doing instead?
Most companies are still treating AI as an internal tooling question: pilots, cost savings, meeting notes, support deflection. Efficiency first, visibility later.
I’m not against that. Savings matter. But the market moved while governance committees met. Even Gartner’s 2026 guidance focuses on managing “AI agent sprawl,” a distinctly internal concern that signals where attention is pointed Gartner. Meanwhile, customers ask agents to judge you.
Marketing teams still optimize for clicks and sessions. Sales teams still assume discovery starts on their homepage. Both assume the website is step one.
Why does this matter now?
Money feels tighter. Buyers are more intentional. Every dollar gets a second look, and the first cut of options now happens inside an AI answer. If you’re missing there, you’re not even in the bracket.
Trust is the multiplier in this economy. Edelman frames business as a key “trust broker,” but that only works if your proof is easy for machines to parse and for humans to believe Edelman. Trust has to be machine-readable.
In practice that means the model should find consistent facts, fresh signals, and clear evidence with minimal ambiguity. Ambiguity equals invisibility.
How does the AI discovery funnel differ from the web funnel?
The AI funnel starts with a question and ends with a shortlist. It compresses search, comparison, and verification into one step, which means your brand either enters as structured proof or never appears. Here is how the shift changes what you publish and how you measure.
How it works | Old web funnel | AI discovery funnel |
|---|---|---|
Starting point | A user types a keyword and sifts through links, relying on scanning pages to form a view. | A user asks for an outcome and expects a synthesized answer that already ranks and explains options. |
Query format | Short phrases like “roof repair Denver,” which assume the user will click and compare. | Natural questions like “Which roofers finish on time near me with transparent pricing,” which embed decision criteria. |
Proof source | On-page claims, testimonials, and pricing tables that a person must read and interpret. | Machine-liftable evidence such as structured reviews, consistent facts, and recent updates that a model can cite. |
Decision artifact | A list of open tabs and personal notes that a person compiles manually to decide. | A two or three option shortlist with reasons, tradeoffs, and warnings already summarized by the model. |
Measurement | Click-through rate and sessions used as proxies for attention and intent. | Share of citations in AI answers and accuracy of brand portrayal used as leading indicators. |
Failure mode | Thin content or slow pages lose clicks but may still get some traffic over time. | Ambiguity or stale data causes the model to skip you entirely, removing you from consideration. |
Optimization lever | Keywords, links, and UX patterns that help humans navigate to proof. | Entity clarity, schema, review freshness, policy clarity, and contradiction cleanup that help models resolve truth. |
Two implications follow. You must write for questions, not slogans, and you must publish proof in a form that both people and machines can trust without extra work.
Where is the gap?
The gap is structural. Most brands still write for humans and hope AI will understand, but the inputs are messy: scattered reviews, thin location pages, vague service descriptions, and inconsistent facts. AI can’t recommend what it can’t resolve.
I see three common failure modes. Facts are unstructured, so models can’t lift them cleanly. Proof is shallow, so answers downrank you. Signals are stale, so recency checks push you out. Each one quietly costs you a seat at the table.
What needs to change?
Winning brands make their truth obvious to both people and models. They package evidence, structure it, and keep it fresh so AI can cite and compare it without guesswork. Your job is to remove model doubt.
Structure your proof. Use schema for organization, services, products, locations, FAQs, and reviews so models can parse and cite specific claims. Many LLMs favor clean, consistent entities; as one guide puts it, LLMs rely on structured data to understand products and reviews Yotpo.
Consolidate review signals. Encourage first-party reviews and syndicate to the places models check. Aim for volume, freshness, and detail. Recency beats volume when buyers fear waste.
Publish experience-backed answers. Replace vague copy with specifics: price ranges, timelines, required steps, and tradeoffs. Specifics are the currency of trust.
Track AI visibility. Monitor where and how often models mention you, and whether they get you right. Tools now report citations across ChatGPT, Perplexity, and AI Overviews, which helps you fix gaps. You can’t improve what you don’t measure Sona.
Align service pages to real prompts. Write to the jobs people actually ask: “who shows up on time,” “same-week appointment,” “transparent pricing.” Optimize for outcomes, not slogans.
Keep facts fresh. Rotate showcase reviews, add dated proof points, and update hours and pricing ranges as conditions change. Stale data looks like neglect to a model.
Resolve contradictions. Fix mismatched hours, names, addresses, and offers across your site, Google Business Profile, social, and directories. Mismatch is an instant credibility loss.
Expose policies that reduce risk. Warranty terms, cancellation windows, SLAs, and response times should be easy to lift. Risk relief earns you shortlist status.
Which metrics prove you’re winning in AI discovery?
At Experience.com, I help teams turn customer feedback into structured proof that travels. We collect real experiences, keep them fresh, and publish them in formats AI and people can use. It’s not a pitch. It’s plumbing.
That includes richer reviews, clear summaries, and reliable data feeds to the places that shape answers. The goal is simple visibility in the moment that matters.
What does “good evidence” look like in practice?
Strong answers share four qualities: specificity, provenance, structure, and recency. Aim for all four on every service and product page.
Specificity: State price ranges, timelines, and constraints. Example: “Emergency visit windows: 8–10am, 12–2pm, 4–6pm. Average arrival variance: 12 minutes last quarter.”
Provenance: Attribute claims to verifiable sources. Example: “92% on-time arrivals across 418 jobs in Q1 2026, verified by post-visit surveys.”
Structure: Use schema for Organization, LocalBusiness, Product, Service, Review, FAQ, and Offer. Give the model fields, not prose.
Recency: Date your proof and rotate it. Surface the last 10 reviews and a monthly performance summary.
This standard sounds demanding. It’s actually a habit: capture real experience, structure it once, refresh it weekly.
What does “AI-assisted trust” actually mean?
“AI-assisted trust” is the emerging habit of asking a model to verify a business before you give it attention, not just money. It’s pre-trust, built by machine-checked proof.
In this mode, the model is a friend who skims the internet and says, “Here are three options. Here’s why. Here’s what might go wrong.” You win if your evidence is easy to assemble.
For buyers, this feels safer and faster. For brands, it’s a new standard: be accurate, consistent, and specific everywhere your data can be pulled. Truth, packaged, is a growth strategy.
What should your 30-60-90 day plan look like?
The winning plan is simple: define your facts, structure your proof, and measure your share of answers. In 90 days you can clean up entities, implement schema, harden review flows, publish outcome-driven pages, and start tracking citations and accuracy — enough to enter more shortlists.
30 days: inventory and ownership
Make a “truth table.” List legal name, locations, services, prices or ranges, hours, SLAs, policies, accreditations, and key differentiators. Mark the canonical source and an owner for each.
Audit contradictions across your site, Google Business Profile, socials, and directories. Create a fix queue sorted by severity and reach.
Map review inputs: where feedback lives, how it’s requested, and how fast it publishes. Identify gaps in volume, detail, and recency.
Draft two outcome-led page outlines per service based on real prompts: on-time arrival, same-week appointment, transparent pricing.
Days 31–60: structure and publish
Implement Organization, LocalBusiness, Service, Product, Offer, Review, and FAQ schema on priority pages. Give models fields they can lift.
Stand up a first-party review flow with clear prompts for detail and a weekly publish cadence. Syndicate to platforms your buyers read.
Rewrite and publish the first wave of outcome-led pages with specifics: price ranges, timelines, risks, and alternatives.
Update Google Business Profiles with consistent NAP, hours, services, photos, and a short “why us” that matches site claims.
Start a basic AI sampling routine: the 10 buyer questions that matter, checked monthly across ChatGPT, Perplexity, and AI Overviews.
Days 61–90: reinforce and measure
Add visible risk reducers: warranties, cancellation terms, response times, certifications. Turn policies into proof.
Rotate recency signals: latest 10 reviews, dated project notes, monthly performance summaries.
Resolve the top 20 contradictions from your queue and automate future updates where possible.
Review your AI sampling log. Note citation share, portrayal accuracy, and position. Tie two improvements to next month’s sprint.
Ownership model
Marketing publishes and structures proof. CX drives review quality and cadence. Web/IT implements schema and data feeds. Legal validates policies and claim language. One owner per fact, one source per field.
Closing
Customers didn’t wait for your AI strategy. They already built their own. Show up where decisions are made, or get left out of the answer.
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