am-i-weatherman - The Monday Morning Memo

“As Search Results Moved Away from SEO and Became Determined by AI instead

What drives visibility isn’t your ad budget or keyword bids; it’s earned media. Analysis shows that 90% of what appears in AI summaries is ‘earned-driven’—pulled from reviews, press, blogs, forums and cultural chatter. Paid now plays a different role, amplifying what’s already there…

The new shelf space isn’t a store; it’s the AI summary. Brands need to understand their earned footprint across AI-generated answers.

Who gets cited? Who’s trusted? Who’s missing? That’s the new baseline of visibility.

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- Brent Nelson, Chief Strategy Officer at Edelman, published in Ad Age, October 27, 2025

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