Use AI Search for Long Enough and You Notice Who It Trusts

Search has always been built on trust. What’s changed is how that trust is earned.  
 
In AI-driven search, brands aren’t just competing on keywords or technical optimisation anymore. They’re competing to be recognised as credible sources within the ecosystems that large language models draw from.  
 
Our head of digital PR, Olivia Wiltshire, explores exactly what’s going on, and what this means for brands in her latest piece for Advertising Week.  
 
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