When a customer types a question into ChatGPT or Perplexity, how does it decide which brand to mention — and what to say?
In this episode of The Visibility Brief, Yext Chief Data Officer Christian Ward joins SVP of Marketing Rebecca Colwell to unpack how AI engines source, summarize, cite, and speak on behalf of your brand in today’s fragmented discovery landscape. From probabilistic reasoning to prompt inversion, this is a candid look at how AI really works — and what it means for marketers trying to stay visible.
Drawing on real-world brand behavior and Yext research, Christian shares why structured data is becoming the most powerful asset in your visibility strategy — and how even small data gaps can take your brand out of the conversation entirely.
You’ll learn:
Whether you're leading marketing, data, or digital strategy, this episode offers a practical, grounded roadmap for making your brand findable, credible, and cite-able in an AI-first world.