How do we get AI assistants to recommend our brand?

AI assistant brand recommendations depend on the quality and consistency of what is said about a business, not simply on how visible its advertising is. AI platforms can draw on reviews, analyst reports, forums and other public sources when they answer detailed buyer questions. That makes legible reputation important: being known for something specific, credible and relevant, with that reputation recorded where people can find it.

A clear point of view should connect to the customer problem people are trying to solve. Brand communications also need to show the experience and outcomes behind the claim, because ratings, reports and comments reflect how well customers have actually been served. Awareness still matters, but in B2B it works alongside reputation. AI may help narrow a shortlist, while people still need confidence in the final choice.

A practical AI assistant brand recommendation strategy starts with accurate public information and regular testing. Ask the AI platforms your customers use the detailed questions they might ask during research, discovery and vendor evaluation. Record whether the brand appears, how it is described, which claims are accurate and where the answer is incomplete or wrong.

Keep publicly available details current and create high-quality content that expresses a clear, brand-led view of customer needs. Structured data, including schema markup, can also help search engines and AI tools understand what a page contains. Compare the same prompts across relevant alternatives to reveal where the brand is absent, misunderstood or differentiated. Do not treat recommendation as a content-volume exercise. The stronger long-term signal comes from a consistent customer experience across sales conversations, digital interactions, events and community activity.

We believe brands should not chase AI assistants with generic claims or louder content. The opportunity is to make a specific reputation clear enough to be recognised, and strong enough to be believed. That means understanding the buying context, expressing a useful point of view and making the customer experience visible across every meaningful touchpoint.

We have put that principle into practice by building communications around the people an audience trusts. For IBM's Wize Guys campaign, we identified that respected industry voices influenced the target audience and used influencers to communicate with them rather than leading with solutions alone. The campaign reached 3 million people and generated 7.1 million impressions in one month. We bring the same mix of audience insight, clear ideas and human connection to brands preparing for AI-mediated buying.