What business leaders and marketers need to know about AI

Tampa, Fla. (August 13, 2025) - Many business leaders worry that artificial intelligence (AI) will make marketing their brand more difficult. At Connected Nation (CN), we believe that AI can be on every organization’s side if they know how to use it to their advantage.

Let’s look at four questions marketers should be asking to set their business up for success in this new age of machine learning.

What kind of information does AI prioritize?

AI prioritizes E-E-A-T principles, which stands for experience, expertise, authoritativeness, and trustworthiness. Experience and expertise mainly rely on a company’s internal factors, such as how long they’ve been an industry leader and how well they specialize in that industry.

A great way to show experience and expertise is by anticipating customers’ needs. By researching what a target audience wants, marketers can predict what questions their customers will ask and be the ones to answer them first. This directs traffic to a company’s own platforms rather than a competitor.

Authoritativeness and trustworthiness rely on external factors, like the public’s perception and support of a company. Authoritativeness measures how well-known and respected a company is, based on information from other verifiable sources. Trustworthiness focuses on the reliability of their content. Being transparent and accurate is important to establish a business as a credible source.

After learning the type of information AI prioritizes, it’s important to understand the best way to get that information across.

What does AI value more, the click or the mention?

When it comes to social media, AI places immense value on the quantity and quality of content, and the authority of outside sources. Examples of these sources could include media mentions, review platforms, expert analyses, user generated content, and social influencers.

“AI relies more on what trusted sites declare to be true than it does how many clicks a certain post gets,” said Jessica Denson, Director of Communications, CN. “AI doesn’t listen to every voice equally, it amplifies the voices it knows to be credible and respected.”

So, even if a marketer has a post that goes viral, it may not have much impact if no reputable companies are mentioned in the post.

Mentioning other brands leads to engagement, especially if they repost or share the content to their own platforms. However, this does not mean that clicks are now obsolete. When AI picks up on support from trusted sources, content will be more visible and lead to more clicks and engagement.

Since businesses must now make their content more visible so it can be more easily picked up by AI overviews, they should start treating AI as they would a consumer.

How do we cater to both human audiences and machines?

Because search engines like Google show an AI summary as the top result, businesses must market themselves to AI. Creating high-quality content that connects with customers is a great way to cater to both people and AI algorithms simultaneously.

Using niche keywords and repeatedly posting content on every platform, in multiple formats, helps get the attention of AI. And when companies do research on their target customers in advance, they can utilize keywords and information that will catch their human audiences’ eyes.

AI searches for the most current and trustworthy information, so it’s important for marketers to keep their sites and content fresh. By updating information in a timely manner, or sending out stories ahead of competitors, AI will perceive a business as a relevant source.

Another practice that helps catch the attention of both AI and human users is making sure content is summarized in the first sentence. Whether it be on a website, article, social post, or even a graphic, it’s important to get the key message out immediately.

People have short attention spans and may not read until the end, so the most important information should be at the top. Similarly, AI does best when information is basic and straight to the point.

Additionally, AI can work in the favor of companies when FAQs are posted to their page or social media. AI often recommends additional searches, so having an FAQ section makes getting noticed easier. Marketers can ensure their brand pops up everywhere by posting answers on multiple platforms, like Reddit and Wikipedia.

 Beyond having an FAQ section, AI can be a useful tool in many areas of marketing. Using generative AI can streamline processes and help companies brainstorm.

How can businesses use AI to their advantage?

There are many ways that marketers can use AI to accelerate tasks and come up with ideas. While it is important to not rely on AI for everything, as it is still a developing technology, generative AI can assist in promoting a brand’s image.

To get the best results from AI when discussing marketing tactics, training AI on all the elements of a company’s brand is the first step. By training AI on a brand’s identity and values, AI can tailor generated content to its specific needs.

Businesses can also create their own custom AI model and teach it a brand’s logo, colors, aesthetic, audience, and data sets. This information helps the AI tool create a plan to best market a business.

Generative AI can also create customer profiles, which help marketers better understand their audience. AI can even help businesses identify who their target users are.

AI can also test marketing approaches, with or without a company’s data. AI can be given hypothetical scenarios for certain marketing approaches, or marketers can give details about their analytics, audiences, and content descriptions to get more specialized responses.

AI can also help with smaller, daily tasks like writing emails using specialized messaging. To be cautious, copywriting tasks should be double checked and only enhanced with AI, not fully written by those programs.

Lastly, AI can improve campaign performances and troubleshoot any low-performing content. AI can provide real-time predictions by looking at metrics and customer retention data.

AI is still a developing technology that changes by the day. To stay updated on all things AI, check out more of Connected Nation’s recent coverage.

• https://connectednation.org/press-releases/connected-nation-on-americas-ai-action-plan-this-is-a-moment-of-national-urgency-and-opportunity
• https://connectednation.org/press-releases/white-house-unveils-americas-ai-action-plan
• https://connectednation.org/blog/a-modern-renaissance-building-americas-future-in-the-age-of-ai
• https://connectednation.org/blog/ais-achilles-heel-addressing-latency-as-part-of-a-national-ai-action-plan