Every day, millions of people turn to AI tools with questions about products, companies, and industries — then make decisions based on what AI says back.
Compared to traditional search and social media, AI does not simply present a list of links or related content. It delivers a direct answer.
For brands, this shift in consumer behavior is changing the fundamental rules of digital visibility. When ChatGPT, Gemini, Perplexity, or other AI systems summarize information, recommend options, and generate evaluative statements, the question for communicators isn’t simply: “Can people find us?”
The question is now: “How accurately does AI understand us, and are we showing up when it matters?”
The opportunity is significant – but so is the risk. AI-powered search is set to influence $750 billion in consumer spending by 2028, making visibility within AI-generated answers a critical consideration for brands.
But being visible in AI-generated answers requires more than repackaging the search playbook built for a different digital era.
AI systems interpret information differently. They pull from multiple sources, assess credibility, and generate responses based on the signals they find across the web. If a brand’s digital presence is unclear, inconsistent, or poorly structured, AI systems may misrepresent the business — or fail to surface it altogether.
This means organizations need to rethink how they approach digital visibility. A strong website, clear messaging, and quality content remain essential, but brands must also consider how their information is structured for AI systems to understand. Technical foundations such as schema markup, content organization, and consistency across digital channels are becoming increasingly important.
At Vero, we call this AI Discovery Strategy: the discipline of helping brands understand, influence, and improve how they appear within AI-generated answers.
This practice builds on the same principles that have always shaped effective communications — credibility, relevance, trust, and influence — while adapting them for a new discovery environment.
But there is another shift happening alongside this.
As AI platforms evolve, paid opportunities within large language models (LLMs) are beginning to emerge. Just as search and social media created new advertising ecosystems, AI environments are expected to introduce new ways for brands to strategically reach audiences.
This is where our partnership with SB Digital comes in.
After two years of collaborating across Southeast Asia on various campaigns, we are formalizing our alliance to bring together two complementary capabilities: Vero’s expertise in AI Discovery Strategy and earned influence, and SB Digital’s digital media buying expertise and emerging LLM media buying capabilities.
Together, we aim to help brands navigate both sides of AI visibility: earning presence in AI-generated answers and preparing for opportunities to strategically buy visibility as the space develops.
“We’ve been watching the paid media landscape shift in real time, and AI-powered discovery is quickly becoming an important part of how consumers engage with information online,” said Will Whittaker-Thompson, Managing Director of SB Digital. “Advertising within AI environments is still emerging, particularly in Southeast Asia, but the direction of travel is clear. Brands should start preparing now.”
In Southeast Asia, where brands operate across diverse markets, languages, and digital behaviors, success in AI discovery requires more than technical optimization. It requires regional understanding, cultural context, and the ability to connect brand narratives with how audiences are actually searching for information and making decisions.
With this alliance, brands can work with a single, integrated team to improve how they are discovered organically while also preparing for future paid opportunities within AI-driven platforms. This directly reduces the gap between strategy and execution, helping clients ensure that their communication, content, technical optimization, and media investment work together to strengthen their presence and reputation across digital channels and ecosystems.
“GEO and LLM media buying aren’t just add-ons to effective communications — they have to be built into the strategy from the start,” said Lin Kuek, Managing Director of Vero in Singapore. “Brands need to know not only whether they are showing up in AI searches, but more importantly, how they are being described, compared, and recommended. This requires content and media planning to work together with AI engine optimization from the start, so brands can build visibility that is accurate and meets their marketing objectives.”
As AI continues to reshape how people discover information, organizations will need partners who understand both the technology and the human side of influence.
The future of visibility will not be defined by earned or paid alone. It will be defined by how effectively brands can show up, build trust, and stay relevant across every environment where decisions are made.
By bringing together Vero’s communications expertise with SB Digital’s media capabilities, we are building the next generation of AI visibility solutions for Southeast Asia.
Preparing your brand for the next era of discovery? Let’s talk about how AI Discovery Strategy can help you stay visible, relevant, and ready.
