The LLM Economy:

Nine months ago, I explored the risk of becoming invisible in AI-powered search. A month later, I examined the tension between optimisation and brand authenticity. Now, we're watching this shift become real... and fast.

When I recently met with a CMO, they proudly showed me their SEO dashboard: top three rankings across all priority keywords. But when I asked ChatGPT to recommend a vendor in their space, their brand didn't appear until the fourth paragraph—beneath three competitors who'd clearly mastered AI-native discovery.

The problem? Their digital presence was optimised for search engines. But not for large language models.