How AI Is Already Shaping Your Brand Narrative

In the age of AI, your brand is no longer just what you say to your audiences.

It’s also what AI generates on your behalf. What LLMs infer from scattered signals. What consumers hear when they ask ChatGPT or Gemini, “What’s the best enterprise marketing platform?”

In this session, technical SEO and branding strategist Myriam Jessier delivers a wake-up call to enterprise marketers: If you’re not actively managing your algorithmic footprint, AI systems will define your brand for you. And it may not be accurate. Or favorable.

This isn’t a prediction about what’s coming, but what is happening now.

Watch the interview

If your current brand management playbook doesn’t include how AI interprets your digital presence, it’s already outdated. Myriam’s session will help you close the gap.

The AI-narrated brand is a new frontier

Search is no longer just blue links. Traditional search engines and LLMs are converging to instead generate answers, summaries, and insights These systems synthesize sources like:

• Articles and blog posts
• Third-party content
• Public documentation
• UGC, social trends, and more

And AI doesn’t care what your latest campaign says. It’s building its understanding from your digital residue.

Most enterprises are flying blind with AI search

Here’s the problem: most brands lack real-time visibility into how they’re represented across:

• AI search platforms (ChatGPT, Gemini, Perplexity)
• Multimodal search (image + voice + text)
• Aggregated SERP features (previews, overviews, zero-click)

They’re using fragmented tools, stale dashboards, and reactive reports.

“Insights are lagging. Tech stacks aren’t talking. By the time you see an issue, it’s already hurting perception.”

Brands are now co-created with AI

You don’t own the narrative alone anymore: AI has turned branding into a co-creation exercise. Your brand is now shaped by:

• Your marketing team
• Your customers
• Online communities
• Public data
• AI model training inputs

And most of this happens outside your control, unless you act intentionally. This is why your strategy must now address:

• How AI interprets your structured data
• What sources AI systems trust and favor when summarizing your business
• Where gaps exist between your message and AI’s version of it

Why this shift matters for marketing leadership

For enterprise CMOs or leaders, this isn’t just a technical issue. It’s a business risk:

• Misrepresentation in AI overviews = lost authority
• Gaps in visibility = competitive vulnerability
• Inaccurate training data = reputational harm

The brands that win in this new landscape will be those that control their narrative across all search touchpoints. That means:

• Prioritizing search-informed brand tracking
• Investing in machine-readable content assets
• Using real-time insights to steer messaging before it’s misinterpreted by AI

Key takeaways

1. AI is already influencing how your brand is described, discovered, and judged—based on your digital footprint.
2. Most enterprises lack visibility into how they’re portrayed across LLMs, SERPs, and AI platforms.
3. You need unified insights across SEO, content, and brand sentiment to stay in control.
4. Branding isn’t just creative but also algorithmic. And it needs to be treated that way.

AI is already reshaping your brand narrative by curating answers, generating summaries, and influencing perceptions based on fragmented digital signals. Without real-time monitoring and optimization capabilities, brands risk being misrepresented or overlooked entirely.

That’s where Semrush Enterprise and AI Optimization (AIO) come in.

AIO empowers marketing leaders to see and shape how their brand appears across AI-driven search ecosystems, from ChatGPT to Perplexity to Gemini:

• Monitor your brand’s visibility and sentiment across AI search platforms and benchmark performance against competitors.
• Understand the sources fuelling how AI interprets your brand, enabling proactive corrections and reputation management.
• Run opportunity analysis for tailored recommendations to help refine and grow your AI search visibility. 

In an era where search engines rewrite your narrative in real time, AIO gives you control, visibility, and confidence. It’s not enough to be present. Brands must be consistent and recognized as the most authoritative voices in their industries.