Online event
Distinctiveness in AI search: How to stand out and get found
Wednesday 16 December at 10:00AM
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AI platforms and tools now handle billions of queries daily, simply appearing in search results is no longer enough. Brands must be remembered by humans, retrieved by machines and distinctive enough to be chosen by both.
What you’ll learn
- How human memory and AI retrieval differ, and why businesses entering international markets need to build for both.
- How to identify the commercially valuable contexts in which their brand should be remembered and retrieved in new markets.
- How to strengthen distinctive brand associations across channels to support international visibility, recognition and growth.
Description
Search is no longer a simple journey from query to ranked result. People are discovering brands across social platforms, traditional search and AI-generated answers, creating a particular challenge for businesses looking to reach customers in new international markets: being visible does not necessarily mean being remembered, retrieved or chosen.
In this webinar, Laura Smith will explore what brand distinctiveness means in an AI-mediated global search landscape. Drawing on behavioural science, brand theory and an accessible explanation of how AI systems retrieve information, she will examine the gap between how humans remember brands and how machines understand them.
The session will introduce the importance of context: the needs, triggers and situations in which a brand wants to come to mind, both at home and abroad. Through practical examples, Laura will demonstrate how businesses can identify the commercially valuable contexts they can credibly own and build stronger associations across SEO, content, digital PR, creative, paid media and social. Attendees will leave with a clearer framework for becoming memorable to international audiences and retrievable by the platforms shaping global discovery.
Speakers
Laura Smith
Head of client strategy, ICS- digital
Laura Smith is Head of Client Strategy at ICS-digital, an international digital marketing agency based in Leeds. She is the strategic lead behind Distinctiveness Intelligence ®, a framework designed to help brands become remembered by people, retrieved by AI and chosen by both. She specialises in integrated digital strategy, with a background in PR, and regularly speaks and writes about AI search, SEO and brand distinctiveness.