AI isn’t just changing the way people discover content. It’s changing how your brand shows up, and increasingly, you won’t be the one writing the script.
AI Overviews are now summarizing your business straight from scraped articles, reviews, forums, and social chatter. Generative ad tools are remixing product headlines, visuals, and CTAs on the fly. Whether it’s a Google search or a Meta ad served mid-scroll, people are meeting your brand through machine-generated content built from fragmented inputs you don’t fully control. And the volume of content needed to keep up? It’s exploding.
You’re not going to get a tenfold increase in budget. Your team isn’t going to suddenly triple in headcount. But there’s already the expectation to show up everywhere, for everyone, with relevance.
Which is why, whether you’re in B2B or B2C, creators are no longer just a channel. They’re a strategy.
Creators give you reach, frequency, and context at a scale your internal team simply can’t match. They speak directly to specific communities with credibility, fluency, and speed. They can localize your brand message for dozens of different audiences without spinning up a dozen new brand campaigns. And they’re often the most powerful distribution engine you have, especially as organic reach continues to decline and AI starts indexing them before it indexes you.
But here’s the tradeoff: to scale your message this way, you have to let go.
You don’t get to review every line. You can’t tweak every pixel. And that can feel risky, especially for a brand built on precision. But here’s the deeper truth: the voice of your brand isn’t just what you say anymore. It’s what others say about you, and increasingly, what machines repeat based on what they’ve scraped.
That’s why the role of Marketing isn’t shrinking. It’s sharpening. It’s our job to anchor the message. To define the core insight, the one that gives us a unique, ownable position in the market and work with R&D to continuously reinforce that positioning.
To know exactly who we serve, what we stand for, and what language makes us unmistakable. That clarity is what you give to the creator. Not a script, but a strong center of gravity. The clearer you are, the freer they can be.
This isn’t a theory. It’s a necessity. Whether you’re selling enterprise software or oat milk, people trust people more than they trust brands, and algorithms trust volume more than they trust polish. That’s the game now.
If your content doesn’t show up, someone else’s will. If your story isn’t clear, the algorithm will make one up for you. The only way to stay in control is to get comfortable letting go. And that means doubling down on the fundamentals, then distributing your voice through people you don’t fully manage.
Not easy. But absolutely essential.