{"id":163245,"date":"2026-07-20T12:48:00","date_gmt":"2026-07-20T17:48:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=163245"},"modified":"2026-07-20T12:48:00","modified_gmt":"2026-07-20T17:48:00","slug":"why-ai-search-trusts-some-brands-and-ignores-others","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/why-ai-search-trusts-some-brands-and-ignores-others\/","title":{"rendered":"Why AI Search Trusts Some Brands and Ignores Others"},"content":{"rendered":"","protected":false},"featured_media":163232,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-163245","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20260720","expert_source":"contributing_experts","author":87607,"duration":"18 minutes","title":"Why AI Search Trusts Some Brands and Ignores Others","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/y_v2MktWPKY?si=qEGidQWOfDTIy1KE"},"podcast_iframe":"<iframe style=\"border:0; width:100%;\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/42df4e57-400f-437e-8bc0-3bceba217f89\/6114e054-7b14-4dd3-aba0-197d948ae84c\"><\/iframe> ","promotional_listen_text":"Listen now on your favorite platform","content":"","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155037,"tip_title":"Media is becoming a trust-building system ","tip_content":"Media is no longer just about reaching people in the right place. It also helps build the awareness, consistency, and third-party validation that both consumers and AI systems use to decide whether a brand is credible. "},{"tip_image":155037,"tip_title":"Brand authority is shaped beyond owned channels ","tip_content":"A brand\u2019s website is only part of the picture. Reviews, Reddit discussions, social comments, media coverage, and other external signals all influence how people and AI interpret a brand\u2019s expertise and reputation. "},{"tip_image":155037,"tip_title":"Brands need one connected approach to credibility ","tip_content":"Siloed teams and disconnected messages make it harder to build trust at scale. Marketing, media, technology, content, and product teams need to work together so every brand signal reinforces the same clear, authentic, and authoritative story. "}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Welcome to\u00a0Shift Happens,\u00a0I'm\u00a0Nasser\u00a0Sahlool.\u00a0Today\u00a0I'm\u00a0joined by two colleagues,\u00a0that\u00a0we used to do this all the time together.\u00a0And\u00a0I'm\u00a0delighted\u00a0to have\u00a0both of them\u00a0back.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But\u00a0one\u00a0more than the other\u00a0though,\u00a0right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, that\u00a0goes without saying.\u00a0You figure out\u00a0which one\u00a0I'm\u00a0happier to see.\u00a0But\u00a0first of all, we got\u00a0one of my favorite people in the world,\u00a0and that's Jenna Watson,\u00a0our head of media, and frankly,\u00a0one of my favorite people in the world.\u00a0Welcome back Jenna.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Hi. Thank you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0also\u00a0there's\u00a0Dan Temby.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Also\u00a0me.\u00a0Yeah.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0also\u00a0that guy.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0That guy who happens\u00a0to lead our technology practice.\u00a0Welcome back guys.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thanks for having us.\u00a0As though this is your home, and\u00a0we\u2019re\u00a0just merely invited. Thank you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Honored\u00a0and privileged to be here with you.\u00a0And you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It means a lot.\u00a0All right, so,\u00a0I mean, as a as a bunch of 50\u00a0somethings, we can say that\u00a0now\u00a0right?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Sure.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I'd\u00a0like you to impart\u00a0some of that wisdom onto others.\u00a0And I think one of the things let's start\u00a0with you, Jenna, because I think\u00a0one of the big shifts\u00a0that we've seen emerging\u00a0is this idea of media as a trust\u00a0building system, which I find fascinating\u00a0because there are people\u00a0who obviously are predisposed to media.\u00a0But then we also think about platforms\u00a0and systems whereby media\u00a0gets deeply integrated into it.\u00a0So\u00a0do you see any changes or in shifts\u00a0in that happening in 2026?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0I think media has taken on a completely,\u00a0well, not a completely different role.\u00a0I'll\u00a0circle back to that.\u00a0So\u00a0people are going to places\u00a0like TikTok, places like Reddit, places\u00a0where other voices will prove\u00a0that a brand or a product\u00a0or an offering is good and valuable,\u00a0and brands are taking advantage of that.\u00a0They're getting into that conversation,\u00a0and they're buying media\u00a0in those platforms\u00a0so that they can be seen\u00a0and they can be seen\u00a0with kind of that third party validation\u00a0from other real users, which is a sea\u00a0change from how it used to be.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">People are getting validation\u00a0not only from the brand\u00a0in their media anymore,\u00a0but\u00a0they're\u00a0seeing that media\u00a0in the places where real other people\u00a0are talking about them.\u00a0So\u00a0that's\u00a0super valuable.\u00a0And I think\u00a0it's\u00a0both new and super old.\u00a0So\u00a0I think we\u00a0used to care\u00a0about awareness.\u00a0And when before media was digital,\u00a0all you really had was awareness.\u00a0And you become a trusted brand\u00a0by being seen and having your value\u00a0be the same\u00a0every time you interact with that brand.\u00a0The same thing holds true today,\u00a0but\u00a0we're\u00a0doing that\u00a0because AI is in the middle of it, right?\u00a0So\u00a0you need people to be aware of you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You need the\u00a0LLMs\u00a0to be aware of you,\u00a0and you need both of those things\u00a0to trust you as a brand.\u00a0And\u00a0so\u00a0media has an outsized role to play\u00a0now in gaining that trust.\u00a0So\u00a0there's\u00a0a lot more to think about\u00a0other than just\u00a0I put my media on this placement\u00a0because people are on that placement.\u00a0It's\u00a0doing double duty\u00a0as to what the media is expected\u00a0to do.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0when we think about that,\u00a0and maybe this is something\u00a0you can take on Dan, but for a brand\u00a0to actually show up in these environments\u00a0where people may not want to be\u00a0necessarily interrupted by a brand,\u00a0it's critically important for them\u00a0to show up properly\u00a0and\u00a0appropriately.\u00a0And part of\u00a0that is understanding human behavior\u00a0and what people\u00a0actually care\u00a0about.\u00a0So\u00a0do you see any shifts in the signals\u00a0that are available to brands\u00a0to help guide them in terms\u00a0of how to show up, especially\u00a0when we consider increasing privacy\u00a0restrictions and\u00a0all of\u00a0these kinds\u00a0of things?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, actually, this in terms of,\u00a0you know, signals that brands can rely on\u00a0to make these decisions.\u00a0We\u00a0were\u00a0speaking just a couple of days ago\u00a0how the whole privacy wave\u00a0sort of came\u00a0and went.\u00a0And everybody has set that\u00a0aside\u00a0right?\u00a0It was the only thing\u00a0we were talking about for so long about\u00a0what's your backup plan for identity\u00a0resolution and other emerging privacy\u00a0things\u00a0that have all been set to the side now,\u00a0because there's more exciting\u00a0and interesting things to talk about,\u00a0it seems.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Sorry, sorry, actually,\u00a0let\u00a0me pause you there.\u00a0Do you think\u00a0Joe Public has\u00a0set\u00a0it\u00a0to the\u00a0side?\u00a0Their privacy concerns?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0that's\u00a0a\u00a0really good\u00a0question.\u00a0\u00a0I\u00a0don't\u00a0think Joe Public was\u00a0actually\u00a0the\u00a0person really concerned with it.\u00a0Originally, Joe Public\u00a0didn't\u00a0even really know\u00a0that they were trading their identity\u00a0and their signals for value.\u00a0They were just doing stuff on the internet\u00a0and\u00a0maybe buying\u00a0things along the way.\u00a0So\u00a0lawmakers and legislation\u00a0advocates are more focused on AI concerns.\u00a0And, you know, how do we control\u00a0and ethically deploy this amazing\u00a0technology, and privacy\u00a0kind of gets\u00a0bundled along with that?\u00a0I\u00a0don't\u00a0think the signals,\u00a0were ever\u00a0the problem,\u00a0it was, what you could do with them\u00a0at the right time at scale\u00a0that was always the problem.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Whenever we got into discussions\u00a0about personalization,\u00a0it was never about what information\u00a0we had.\u00a0It's\u00a0how are we going\u00a0to\u00a0crunch all\u00a0this data and make\u00a0what decision\u00a0when.\u00a0And now that is so achievable.\u00a0And I think\u00a0that's\u00a0what's\u00a0really exciting,\u00a0is that\u00a0we've\u00a0got this magical compute\u00a0running at\u00a0different stages\u00a0of the delivery chain\u00a0where they\u00a0didn't\u00a0before, and we can do\u00a0so much interesting stuff with them.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0could you give me\u00a0a\u00a0specific examples\u00a0of illustrate that?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0think about your\u00a0Clickstream data\u00a0on any given web visit or a web journey.\u00a0The concept of\u00a0let's\u00a0look at what\u00a0that person just\u00a0did,\u00a0and\u00a0then put them into a bucket\u00a0that will classify them\u00a0as a particular type of visitor\u00a0so that their next hero image changes.\u00a0That's evolved\u00a0to\u00a0let's\u00a0actually analyze\u00a0this data\u00a0and run a real time\u00a0psychology assessment on this user.\u00a0Based on these signals and other data\u00a0we may have on this\u00a0visitor,\u00a0and\u00a0make a determination\u00a0about the words\u00a0we use on the next page.\u00a0That type of thing is achievable\u00a0now.\u00a0Now is everyone doing that?\u00a0Not at all.\u00a0But to be able to have those conversations\u00a0really changes the dialogue\u00a0of the\u00a0whole system.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I mean, you use the word\u00a0\u201ccompute\u201d\u00a0and\u00a0that's\u00a0almost a\u2026<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Trigger word?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, but, but\u00a0it's\u00a0an analog\u00a0for the word\u00a0that we used to use all the time\u00a0not so long ago around AI.\u00a0Or if\u00a0you're\u00a0somehow French\u00a0or Spanish,\u00a0it's\u00a0IA, but somehow means\u00a0the same thing.\u00a0So\u00a0in those instances, what can AI\u00a0actually read\u00a0and understand and interpret?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I think AI can read and understand\u00a0anything we choose to give it.\u00a0So\u00a0the question really becomes\u00a0what\u00a0is the right signal\u00a0to give it at the right time.\u00a0Too much is too expensive and not\u00a0really\u00a0fast\u00a0enough to be able to get the answer.\u00a0We just spent a couple of days here\u00a0talking about all sorts of things, one of them is the\u00a0really vast\u00a0array of data signals\u00a0and data types\u00a0that we have at our disposal. And how,\u00a0fortunately for us now,\u00a0it's\u00a0relatively trivial\u00a0to bring those things together. How we use them to answer what question\u00a0for what reason, whether it's to help\u00a0Jenna\u2019s\u00a0team optimize a media plan, to help\u00a0the strategy team\u00a0understand an audience,\u00a0or in what you're talking\u00a0here, is to make a runtime decision\u00a0about personalization,\u00a0all of those things are very doable.\u00a0The question\u00a0is,\u00a0what should we.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think\u00a0that's\u00a0where our wisdom\u00a0in our ripe old age comes in.\u00a0And our experiences, you know,\u00a0just because you can do something\u00a0doesn't\u00a0mean you should.\u00a0And with\u00a0all of\u00a0this great power we have,\u00a0I think that that premise\u00a0has never been more relevant.\u00a0We got to make\u00a0really smart\u00a0choices\u00a0about what we do\u00a0and when so that we\u00a0don't\u00a0go broke\u00a0chasing things\u00a0that\u00a0aren't\u00a0going to make a difference.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0let's\u00a0pick up a little bit\u00a0on the signals subject, and\u00a0Jenna\u00a0let's\u00a0talk a little bit about authority\u00a0and the impact that that has.\u00a0So\u00a0when brands are thinking\u00a0about the signals\u00a0that are being interpreted,\u00a0something that keeps coming back\u00a0is this idea of authority.\u00a0Can you\u00a0talk a little bit\u00a0about what that means\u00a0and how to illustrate that\u00a0or how to\u00a0demonstrate\u00a0that?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0it's\u00a0really interesting\u00a0because everybody thinks that\u00a0now that\u00a0we're\u00a0in this AI-first world,\u00a0that everything is different.\u00a0But your question of\u00a0what does authority have to do with it?\u00a0Basically, if\u00a0I'm\u00a0paraphrasing,\u00a0that's\u00a0always been important, right?\u00a0So back in the regular old SEO days\u00a0before we were chasing\u00a0GEO,\u00a0AIO, whatever\u00a0your acronym of the day is,\u00a0EEAT, the A in that was authority. Still is\u00a0authority.\u00a0So\u00a0you always had to prove\u00a0to search engines and humans\u00a0that you were an authoritative,\u00a0authoritative? That you had\u00a0authority on the topic\u00a0that you were talking about, right?\u00a0So\u00a0you as a brand,\u00a0have to\u00a0prove that you understand\u00a0the topic that\u00a0you're\u00a0selling, doing\u00a0whatever.\u00a0That\u00a0hasn't\u00a0changed at all.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The difference now, though,\u00a0is that that authority is spread\u00a0and a brand\u00a0can't\u00a0control it by itself anymore.\u00a0So\u00a0the authority comes from\u00a0what's\u00a0on your brand-owned content,\u00a0your website, anything that you own.\u00a0But it comes from what\u00a0people are saying about you on Reddit.\u00a0It comes from what people are commenting\u00a0about you on your TikTok videos.\u00a0It comes from a vast\u00a0array of different signals that are, by\u00a0and large, outside\u00a0of the brands control.\u00a0So\u00a0the authority piece\u00a0remains\u00a0super important.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It is just even harder now\u00a0because you\u00a0can't\u00a0just think about it\u00a0on the places you own.\u00a0You really\u00a0have to\u00a0make the effort to show\u00a0that you are\u00a0an authority in the space\u00a0across everywhere that you appear.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan, what do people say about you\u00a0on Reddit?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dann:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Good. Lots of good things.\u00a0Oh, so many good things.\u00a0Yeah\u00a0r\/Dan\u00a0is awesome.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There's\u00a0one moderator\u00a0on that one.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, I know,\u00a0it's\u00a0very busy.\u00a0He may or may not be named\u00a0Dan.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Damn. No, no, no,\u00a0it\u2019s\u00a0actually Tan\u00a0Demby.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Tan\u00a0Demby,\u00a0yeah. The brother I never had.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0it's\u00a0interesting, actually,\u00a0this\u00a0idea of authority.\u00a0So\u00a0I'm\u00a0just here on\u00a0Chat,\u00a0and I asked it to do a relative\u00a0analysis of our individual personalities\u00a0and styles.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay.\u00a0Like\u00a0relative\u00a0to each other,\u00a0but really what it boiled down\u00a0to in terms of relative strengths so \u201cWhat should we do?\u201d\u00a0That's\u00a0me.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yup.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Right.\u00a0\u201cHow do we activate it at scale?\u201d\u00a0That's\u00a0Jenna.\u00a0And\u00a0\u201cWhat technology and data make it possible?\u201d\u00a0That's\u00a0Dan.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0That's\u00a0true.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Do you think this is correct?\u00a0And how does that make me more awesome\u00a0than you\u00a0two?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, you get the fun one.\u00a0We get the\u00a0okay.\u00a0Alright,\u00a0we\u2019ll\u00a0go do\u00a0it then.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay, the answer is yes.\u00a0Sure Nasser,\u00a0let\u2019s\u00a0go with yes. Okay?\u00a0So\u00a0we can move on.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Joking apart, this whole thing around\u00a0authority and validation, third party validation.\u00a0Why do you think\u00a0it's\u00a0so important today?\u00a0And\u00a0perhaps more\u00a0important than\u00a0it's\u00a0ever\u00a0been?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Right, well\u00a0people are inundated\u00a0with all this media everywhere.\u00a0Your feed is personalized to you,\u00a0so\u00a0that's\u00a0already a check.\u00a0That's\u00a0a problem, right?\u00a0Because if you\u00a0can't\u00a0get into a person's\u00a0feed, then\u00a0you're\u00a0out.\u00a0But I think\u00a0it's\u00a0also especially important\u00a0because the decisions\u00a0aren't\u00a0made solely\u00a0by a human\u00a0seeing your ads anymore. Like your ad or your content is not the only thing\u00a0influencing that,\u00a0the AI is doing that work.\u00a0So\u00a0if you are not an authority,\u00a0if you're not already in\u00a0the\u00a0humans\u00a0mindset,\u00a0it's going to be harder to get in there\u00a0unless the AI\u00a0LLM\u00a0knows about you\u00a0and believes in your authority as well,\u00a0because a lot of that decision\u00a0making is happening\u2026\u00a0The AI is\u00a0basically helping\u00a0the user do it, so you\u00a0have to\u00a0make sure\u00a0that you are proving it to a user\u00a0and proving it to the\u00a0LLMs\u00a0as well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan,\u00a0what's\u00a0your\u00a0perspective on Jenna's\u00a0answer\u00a0about that?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No,\u00a0it's\u00a0great.\u00a0And that's\u2026.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You have one?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh\u00a0yes\u00a0I have strong opinions,\u00a0you'd\u00a0never guess.\u00a0Your answer is\u00a0absolutely correct\u00a0because\u00a0that's\u00a0our experience\u00a0of this technology and\u00a0what's\u00a0going on.\u00a0But if you care,\u00a0if you take a minute and think about how\u00a0this technology even works, and we covered this on an earlier chat,\u00a0I think in this room\u00a0right?\u00a0Every word, every language,\u00a0like\u00a0all of\u00a0this stuff,\u00a0whether it's, you know,\u00a0AI overviews or\u00a0Perplexity or whatever,\u00a0we're\u00a0using a\u00a0transformer\u00a0based\u00a0language model behind the scenes to\u00a0fuel\u2026.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Transformers, more\u00a0than meets the\u00a0eye.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No,\u00a0very old.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I am 50 as\u00a0established.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh, man.\u00a0Every next word is a dice roll.\u00a0It's\u00a0a weighted dice roll. Right?\u00a0So\u00a0you're\u00a0talking about authority, right?\u00a0In a probabilistic environment,\u00a0we want to tip the dice in our favor\u00a0by sending more numeric signals\u00a0in favor of the next word\u00a0wewant\u00a0the thing to say.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">He's\u00a0saying what I said just in nerd\u00a0talk.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nerd speak. Well,\u00a0we have a diverse audience, right?\u00a0I assume.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Probably.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, but I think, like,\u00a0there's\u00a0a direct correlation between\u00a0the fundamental way these things work and our experience of those as marketers\u00a0and consumers and human people.\u00a0But\u00a0that's\u00a0really\u00a0what's\u00a0happening\u00a0is\u00a0we've\u00a0got\u00a0this\u00a0weighted dice roll,\u00a0and\u00a0we're\u00a0literally trying\u00a0to tip the dice in our favor.\u00a0There's\u00a0a little bit of this\u00a0that feels like\u00a0SEO\u00a0circa 2026\u00a0all over again\u2026. Remember\u00a0we were at\u00a0some event\u00a0back in the day,\u00a0and there was that guy\u00a0that said he created awards websites\u00a0and then awarded his website\u00a0with awards from each of those\u00a0sites\u00a0to create backlinks.\u00a0And he just crushed in his category.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It's\u00a0not necessarily that\u00a0easy,\u00a0but\u00a0going out there and putting effort\u00a0into manufacturing signals that are going\u00a0to find their way into the math\u00a0to\u00a0determines\u00a0whether\u00a0it's\u00a0going to be you\u00a0or that guy show up as the next token.\u00a0That's\u00a0exactly what\u00a0we're\u00a0doing.\u00a0There's\u00a0nothing more than that.\u00a0And\u00a0that's\u00a0why you read articles\u00a0about brands that have been\u00a0a pretty good\u00a0job at SEO, tipping\u00a0those scales in their favor with good,\u00a0broad content\u00a0that's\u00a0authoritative.\u00a0They're\u00a0the ones showing up right now. But\u00a0it's\u00a0a\u00a0gameable\u00a0space,\u00a0and\u00a0that's\u00a0what\u00a0we're\u00a0here to do.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0getting back to our opening.\u00a0Anyone who was paying any\u00a0really close\u00a0attention to what Dan was saying\u00a0clearly heard the senior moment\u00a0when he referred to back in\u00a02026.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I heard it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, I\u00a0didn't\u00a0say 2026.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You did\u00a0sir.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh yes. I\u00a0meant\u00a0back in\u00a02006.\u00a0My bad.\u00a0Did you catch that? 2006.\u00a0Good lord,\u00a0it's\u00a0been a long week.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0what are\u00a0marketers and what are brands\u00a0supposed to take away from all of this?\u00a0Like what are the things\u00a0that they should be doing\u00a0today as a result of this authority-driven environment\u00a0where the signals are changing,\u00a0where you have the capability\u00a0to crunch enormous,\u00a0you know, reams of data\u00a0and pull out insights\u00a0and actions in ways\u00a0that you've never been able to do before\u00a0and where the environment,\u00a0whether people or machines, demands\u00a0that you approach things with authority?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I like to say,\u00a0I've\u00a0said this for a couple of years,\u00a0and I think\u00a0it's\u00a0even more true now.\u00a0Remember in 2012, not 2026, in 2010\u00a0to 2012,\u00a0omnichannel was the big push, right?\u00a0Like,\u00a0we're\u00a0going to do an omnichannel strategy\u00a0and\u00a0we're\u00a0going\u00a0to put the customer at the\u00a0center\u00a0and all the data will be at the center.\u00a0If everybody had\u00a0actually done\u00a0that\u00a0in 2012,\u00a0they'd\u00a0already be ready for this.\u00a0Because what you\u00a0have to\u00a0do is tear down\u00a0silos, right?\u00a0You\u00a0have to\u00a0have a cohesive approach\u00a0to\u00a0\u201cwhat is my brand going to say.\u201d\u00a0Literally everywhere.\u00a0And what are people saying about it\u00a0back at me?\u00a0And you\u00a0have to\u00a0be looking\u00a0at the whole entire picture now.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0you can't have,\u00a0you know, your siloed product\u00a0team, your siloed marketing team,\u00a0your siloed web and dev team,\u00a0like everybody has to really come together\u00a0because the world as we know\u00a0it is gathering all of these signals from\u00a0literally every place that it can read.\u00a0So\u00a0brands\u00a0have to\u00a0be thinking,\u00a0what is that?\u00a0Where are\u00a0those every\u00a0places,\u00a0where, where places, sir?\u00a0What are they?\u00a0And making sure that\u00a0they're\u00a0doing\u00a0their strategies around all of that.\u00a0That's\u00a0kind of my\u00a0thing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Wouldn't\u00a0add much of that.\u00a0I think this idea of zooming way out\u00a0and considering every word, every mention,\u00a0every reference to you, your brand,\u00a0what you do, how it might have made\u00a0someone feel along the way,\u00a0whatever you can get your hands on\u00a0to influence in an appropriate way\u00a0that's authentic,\u00a0you should put appropriate energy\u00a0into that and find partners and friends\u00a0and staff and team members that can help\u00a0you do that in an effective way.\u00a0And\u00a0that's\u00a0what\u00a0we're\u00a0seeing that happen\u00a0already.\u00a0We're\u00a0seeing\u00a0our\u00a0clients\u00a0that are doing that like,\u00a0really winning\u00a0you know, and\u00a0yeah\u00a0that's\u00a0it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0there's\u00a0the\u00a0shift.\u00a0We've\u00a0been talking\u00a0about authority,\u00a0Dan mentioned\u00a0authenticity.\u00a0And\u00a0I think together\u00a0they\u00a0bring credibility.\u00a0And\u00a0I'd\u00a0like to say thank you\u00a0to two extremely credible people\u00a0who have now spent half a century\u00a0becoming more credible with time.\u00a0So\u00a0thank you, Dan.\u00a0Thank you\u00a0Jenna\u00a0for joining us today on Shift\u00a0Happens.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">For people who are paying attention,\u00a0who care about this.\u00a0Success is not just about showing up.\u00a0It's\u00a0about showing up with enough proof\u00a0to be included,\u00a0cited,\u00a0trusted\u00a0and recommended.\u00a0Now make it happen.\u00a0Follow\u00a0Shift\u00a0Happens, leave us a review\u00a0and share this episode with your team.\u00a0If you have any questions\u00a0for the\u00a0podcast\u00a0email\u00a0us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/a><span data-contrast=\"auto\">,\u00a0we\u2019d\u00a0love to hear from you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan and Jenna,\u00a0thank you very much for coming back.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jenna:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Dan:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you, Nasser.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And thank you from me,\u00a0I\u2019m\u00a0Nasser Sahlool.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":null,"external_links":{"youtube_link":"https:\/\/youtu.be\/y_v2MktWPKY?si=qEGidQWOfDTIy1KE ","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/episode\/0OZ6Vgq8smv5fStQpNeorW?si=05a619afa2d54553 "}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why AI Search Trusts Some Brands and Ignores Others | DAC<\/title>\n<meta name=\"description\" content=\"Discover why AI search trusts some brands and ignores others in this episode of DAC\u2019s Shift Happens podcast, featuring Jenna Watson and Dan Temby.\" \/>\n<meta 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