Listen to this episode on Apple Podcasts, Spotify, or YouTube. The full podcast archive is at /podcast.
What the episode covered
- 141 - What AI Thinks About You - Dixon Jones Reveals What ChatGPT Really Knows About Your Brand - | Spotify
141 - What AI Thinks About You - Dixon Jones Reveals What ChatGPT Really Knows About Your Brandhttps://open.spotify.com/episode/7m4kLZxRiJe4lvWv2Dg4y9?go=1&spcid=3c2cc7c2e0120d53d886332c6a1e9a33&utmsource=embedplayerp&utmmedium=desktop
-
Play on Spotifyhttps://open.spotify.com/episode/7m4kLZxRiJe4lvWv2Dg4y9?go=1&spcid=3c2cc7c2e0120d53d886332c6a1e9a33&utmsource=embedplayerp&utmmedium=desktop
-
Follow on Spotify
-
Copy link
-
You’ve optimized your site. You’ve built your backlinks. But have you ever wondered what ChatGPT says about your brand - or worse, what it’s missing?
-
Brands with ambiguous names or weak context signals are especially vulnerable. Wake, paired with tools like InLinks, helps track and fix misinterpretations.
Microsoft lost control of its brand narrative when it blocked Google’s Gemini from crawling Microsoft.com. The result? Gemini formed its view based solely on third-party sources-a clear warning: if AI can’t access your content, it builds your brand story from others.
He began with Google Docs and manual prompts across tools, which were far from scalable or meaningful. Then, a breakthrough came with tools that could map AI outputs into knowledge graphs.
Dixon shares how he spends £2,000 on a high-performance PC without clicking a single website. He uses ChatGPT and Gemini to research, compare, and buy-no reviews, no brand recognition it’s called Gen 6, just full trust in the AI.
What I would emphasize today
Search has moved beyond one channel. Google still matters, but your buyers also use AI answers, YouTube, Reddit, reviews, communities, and comparison content before they decide.
That means the practical question is not just “does this rank?” The better question is: does this help the right buyer find enough proof to trust us?
How to apply this now
- Diagnose the actual visibility gap.
- Check whether the buyer researches this topic on Google, AI tools, YouTube, Reddit, or another platform.
- Create the asset that answers the question clearly.
- Add proof, examples, and structure so both humans and AI systems can understand it.
- Measure whether the work leads to better qualified demand, not just more traffic.
My current take
The topic still matters, but the playbook has changed. SEO is no longer only about ranking a page. It is about being present with the right answer, on the right platform, at the moment the buyer is forming trust.
If you want to know where your visibility gaps are now, start with a diagnostic call or the AI Readiness Check.