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What does ChatGPT say about your brand? Or Perplexity, Gemini, or Claude? As AI agents emerge alongside traditional search engines as the starting point of discovery, the way they perceive and present your brand can directly shape customer trust and buying decisions. These models don’t know your brand the way people do. They learn it from the web, from structured data, citations, reviews, and the context you’ve built across digital touchpoints. The result: AI isn’t just reflecting your brand; it’s actively influencing how audiences experience it!

This article explores how AI is reshaping brand perception and, more importantly, what you can do about it.

How AI perceives your brand

AI doesn’t just read your brand; it interprets it. Instead of scanning isolated keywords, AI systems build a contextual map of who you are, what you offer, and how the world perceives you. This understanding comes from a combination of techniques like knowledge graphs, entity linking, relationship mapping, and sentiment analysis.

Here is a brief overview of different technologies that AI agents use for understanding brands:

Knowledge graphs

Knowledge graphs are structured databases that represent entities (like brands, products, or people) and the relationships between them. For AI, they serve as a kind of brand blueprint, linking Apple not only to ‘smartphones’ and ‘laptops’ but also to competitors like Samsung, product lines like iPhone, and audiences like ‘tech-savvy young adults.’ By connecting these dots, AI understands a brand’s position within a larger ecosystem.

Entity linking

Entity linking ensures that when AI encounters a brand reference – whether in a news article, review, or social post – it knows exactly which brand is being discussed. A mention of ‘Apple’s new iPhone’ doesn’t just get read as text; AI links ‘Apple’ and ‘iPhone’ to their knowledge graph entries, capturing the context that this is about Apple’s smartphone launch, not fruit.

Relationship mapping

Beyond direct links, AI maps relationships between entities to uncover patterns. This could mean identifying which product features resonate with certain customer segments or surfacing how a brand is associated with trends like sustainability or innovation. Relationship mapping highlights not only who is connected to a brand, but how.

Sentiment and perception analysis

AI also analyzes tone and sentiment across reviews, forums, social platforms, and media. These signals reveal whether people talk about a brand positively, negatively, or neutrally, and in what context. Over time, these insights shape how AI interprets a brand’s reputation and credibility.

Personalization and content alignment

Finally, AI uses this brand understanding to personalize consumer interactions and even generate content aligned with a brand’s tone and values. The more consistent the data and signals a brand sends out, the clearer its identity becomes in AI systems.

Taken together, these technologies mean AI doesn’t just see a brand as a logo or a tagline. It sees a web of relationships, perceptions, and behaviors, continuously updated in real time. AI understands brands through both what they say about themselves and how the world engages with them, but it often weighs the latter more heavily.

Overall, if we set aside the technical layers, the bigger picture is this: AI doesn’t see a brand as just a logo, tagline, or marketing claim. Instead, it constructs meaning from the countless interactions, mentions, and connections that exist around the brand. Every review, conversation, and association adds another layer to how AI perceives brand equity.

Your brand’s story was never yours alone; customers, communities, and competitors have always shaped it. What’s changing is that AI amplifies those influences in real time.

The new gatekeepers: LLMs & generative search

For decades, search has been the front door of the internet, the place where customers first discovered, compared, and connected with brands. Ranking high on Google meant visibility, trust, and traffic, and much of the brand strategy was built around that dynamic. But that front door is changing.

Today, large language models (LLMs) and generative AI are reshaping discovery itself. Search is no longer just a list of blue links you can optimize against. Instead, AI compresses, summarizes, and reinterprets content on behalf of the user. It’s faster, more convenient, and increasingly becoming the default way people search.

In fact, by 2028, organic search traffic could decline by 50% or more as consumers rely more heavily on generative AI-powered search.

This shift marks a turning point: discovery is moving from traditional search engines toward AI-driven experiences. And nowhere is this transformation clearer than in the evolution of search engines themselves.

Read more: LLM SEO optimization techniques (including llms.txt)

Let’s understand this shift and its different aspects in detail.

From traditional search to AI-driven discovery

In the pre-AI era, search meant competing for blue links. Your content carries not just keywords but also your voice, tone, and brand identity. That visibility gave businesses some control over how they were discovered.

Now, discovery is expanding beyond links into AI-generated answers, instant summaries, and conversational results. These systems don’t just point to your site; they synthesize information from multiple sources and deliver it directly to the user.

This shift means people are no longer ‘clicking through’ in the same way; they’re expecting instant, conversational results. It’s faster, more convenient, and quickly becoming the default search experience.

Search engines’ evolution into generative platforms

Search engines themselves are fuelling this transition. Google is the clearest example. It remains the dominant force in search, with usage rising more than 20% in 2024 and still delivering ~373X more searches than ChatGPT. But the nature of that search is changing.

• AI Overviews, launched in May 2024, now appear in more than half of searches. Instead of users scrolling down to organic results, they see synthesized AI summaries right at the top.
• AI Mode, rolling out widely in 2025, makes the entire experience conversational, with generative responses as the default surface, not the list of links below.
• Behind all of this is Gemini, the model family that deepens Google’s ability to parse context, language, and intent, reshaping what it means for content to be ‘visible.’

For brands, this creates a paradox. Your content may be seen more often through impressions, but clicks decline because users often don’t need to leave the search results page. Instead of optimizing just for rankings, success depends on whether your content can deliver highly specific, immediately useful insights that AI wants to pull into its answers.

Recognizing this shift early opens up space to differentiate, while many competitors are still optimizing for the old playbook.

Read more: How to optimize content for AI LLM comprehension using Yoast’s tools

The branding challenges of AI mediation

While generative search improves user experience, it strips away brand nuance. AI blends multiple sources, compresses messaging, and removes design and visual branding, leading to tone flattening. A playful coffee brand known for witty puns and bold design may simply appear as ‘a coffee retailer offering various blends’. Stripped of its energy and personality.

There’s also the problem of sentiment drift. Because models rely on historical data, they may surface outdated or dominant narratives that don’t reflect your current positioning. A hotel that has rebranded into a luxury wellness retreat may still show up as ‘a budget accommodation option,’ simply because older reviews carry more weight in training data.

The risk here is bigger than being misrepresented; it’s being misunderstood at scale. In the AI-driven discovery era, your brand isn’t just competing for attention; it’s competing for interpretation.

Read more: What AI gets wrong about your site, and why it’s not your fault

What shapes your brand’s AI profile

AI agents build brand profiles not just from your owned content but from the network of signals surrounding it, some of which you can influence directly, others that linger long after you’ve moved on.

Everything mentioned till now clearly shows that AI agents’ answers for your brand depend on several factors, like:

• Structured data and schema usage provide machines with a clear blueprint of who you are, what you offer, and why it matters. Without this scaffolding, your content risks being flattened into something indistinguishable.
• Citations in authoritative sources act like trust anchors. When established publications, industry bodies, or credible researchers reference your brand, AI models absorb those signals and treat them as validation.
• Consistency of context, making sure your brand name, description, and expertise align across platforms, ensures that fragmented or contradictory mentions don’t dilute your identity in AI summaries.
• Depth and authority of content matter more than sheer volume. AI is tuned to favor content that demonstrates expertise and perspective, not just keyword density.
• Geographical and personalization cues influence how your brand is profiled in specific markets or for specific user types. For instance, a brand may appear as a local leader in one geography and an emerging player in another.

• Reputation signals like reviews, press coverage, and forum discussions shape how AI remembers your brand. Unlike a campaign you can sunset, these signals persist in training data.A software tool that fixed its early bugs, for example, might still be labelled unreliable in AI-generated summaries because forum complaints from years ago remain part of the record.

Together, these factors reveal an uncomfortable truth: your brand’s AI profile is not solely in your control. It is co-authored by every structured markup, citation, review, and discussion thread tied to your name.

And that’s exactly why the next step isn’t just about visibility, it’s about equity. If machines are going to carry your reputation forward, then the real question becomes: how do you actively shape and protect that equity in the AI era?

What you can do about it: building brand equity in the AI era

If AI is going to summarize your brand for users, the challenge is no longer just getting to page one; it’s making sure those summaries capture the right story. That means shifting your strategy from chasing rankings to actively shaping the signals AI pulls from.

Here’s how to start:

Audit how AI describes your brand

Don’t assume your website is the only source AI is pulling from. Ask ChatGPT, Perplexity, or Gemini to ‘Describe [Your Brand]’ every quarter. Track how those descriptions change, whether they reflect your current positioning, and if old baggage is still showing up. This gives you a baseline for what’s working and what needs fixing.

For deeper insights, tools like Yoast AI Brand Insights go a step further, tracking mentions, sentiment, and visibility across AI assistants so you can see exactly how your brand is represented and take control of the narrative.

Keep ‘anchor’ content fresh

Pages like your About, product introductions, and service overviews are disproportionately influential. Refresh them regularly with clear, keyword-rich descriptors that reinforce your current narrative. These are often the first things AI models latch onto, so make sure they reflect today’s positioning, not yesterday’s.

Infuse brand storytelling into content

Generic descriptions fade in summaries; unique stories stick. Instead of ‘We sell camping gear,’ write ‘We help families turn weekends into campfire stories.’ Language that’s memorable, metaphorical, or emotionally charged has a better chance of surviving AI compression and carrying your brand identity with it.

Experiment beyond traditional blog posts

AI models ingest more than just written blogs. Case studies, explainer videos, podcasts, interviews, or even forum contributions can influence how your expertise gets profiled. A varied content mix increases the likelihood that your brand is represented in different contexts and query types.

Work on visibility across multiple touchpoints

Don’t let your footprint be limited to your own site. Citations in industry publications, guest appearances, reviews, and even thoughtful participation in online discussions expand the sources AI relies on. The broader your presence, the harder it is for AI to miss you.

Always think about intent and context

AI-powered discovery isn’t keyword stuffing; instead, it’s intent recognition. Structure your content around the problems your audience is trying to solve, not just the queries you want to rank for. When your answers consistently match user intent, AI is more likely to position you as relevant and authoritative.

Invest in tools that guide AI to your brand

Unlike search engines, AI tools don’t crawl your full site; they only scan small pieces of content in real time. This means important details can be missed or outdated. That’s where Yoast SEO’s llms.txt feature helps.

This feature automatically creates a file that acts as a map for AI assistants, pointing them to your most important, cleanly structured content. No setup required. By doing this, you give LLMs a better chance of representing your business accurately in their answers.

The future of brand perception

We’ve entered a new era of discovery. Customers aren’t just scanning pages; they’re trusting AI-generated answers to shape their perception of your brand. That shift comes with both risk and opportunity.

On one hand, AI assistants can strip away the nuance, tone, and ownership brands that brands once held over how they’re presented. On the other hand, they offer a chance to reach audiences in more natural, context-rich ways than ever before, if you prepare for it.

The path forward isn’t about chasing rankings alone. It’s about ensuring your brand is understood, accurately represented, and consistently visible across this new AI-powered landscape. That means building content that survives summarization, experimenting beyond traditional formats, and guiding AI to the information that matters most about you.

But awareness is only the first step; you also need visibility into how AI tools are currently describing and interpreting your brand.

That’s where Yoast AI Brand Insights comes in. With AI visibility scores, sentiment tracking, and real-time monitoring of mentions across tools like ChatGPT, Gemini, and Perplexity, you’ll finally have a clear picture of how your brand lives inside AI answers, and how to shape it.

The future of brand perception isn’t written by you alone. It’s written by the AI that your customers trust. The question is: will you leave that story to chance, or take control of it?

[Join the waitlist for Yoast AI Brand Insights] and be among the first to shape how AI sees your brand.

The post How AI is shaping brand perception, and what you can do about it appeared first on Yoast.

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Having great product pages is important for your sales. After all, it’s where people decide to click that buy button. Besides optimizing your product pages for user experience, you also want to make sure these pages work for your SEO. You might think this is obvious. That’s why we’ll show you a few less obvious elements of product page SEO in this post. And we’ll explain why it’s so important to take these things into account. Let’s go!

1. The basics of product page SEO

First things first: a product page on an online store is a page too. This means that all the SEO things that matter for your content pages matter for your product pages as well. Of course, there’s a lot more to product page SEO. But for now, this will be your basic optimization. Tip: If you offer not-so-exciting products on your site, you may want to read our post on SEO for boring products.

Let’s start with the basics.

A great title

Try to focus on the product name and include the manufacturer’s name, if applicable. In addition, if your product is a small part of a larger machine (screw, tube), for example, you should include the SKU as well. People might search for that specifically.

A proper and unique product description

While it might be tempting to use the same description as the product’s manufacturer, you really shouldn’t. That description might be found on hundreds of websites, which means it’s duplicate content and a sign of low quality for your website (to Google). Remember, you want to prevent duplicate content at all times!

Now, you might think: “But all my other content (content pages, category pages, blog) is unique!” However, if the content on hundreds of product pages isn’t unique, then the majority of your website’s content still won’t be up to par. So make time to create unique content! And if you need help, the Yoast WooCommerce SEO plugin comes with product-specific content and SEO analysis that helps you produce great product descriptions.

An inviting meta description

A product page usually contains a lot of general information, like the product’s dimensions or your company’s terms of service. To avoid Google using that unrelated text in a meta description, you want to add a meta description to your product pages. It’s arguably even more important than adding one to your content pages!

Next, try to come up with unique meta descriptions. This can be difficult sometimes. You might come up with a sort of template, where you only change the product name per product. That’s okay to start with. But ideally, all your meta descriptions should be unique. Yoast SEO has various AI features that will help you with this.

Pick a great and easy-to-remember URL

We recommend using the product name in the URL. However, keep it short and simple so that it is still readable for site visitors.

Add high-quality and well-optimized images with proper ALT text

Include the product name in at least the main product image. This will help you do better in visual search. Also, don’t forget video — if applicable.

Focus on your product page UX

Last but not least: UX, or user experience. This is an important step because it’s all about making your product pages as user-friendly as possible. Plus, it’s an important part of holistic SEO. There are many parts to UX, which is why we wrote a post with product page UX examples. Give it a read!

Read more: Write great product descriptions with WooCommerce SEO »

2. Add structured data for your products and get rich results

Structured data is an essential part of a modern SEO strategy. You simply can’t do without structured data for your product pages anymore, because they help your product page stand out. For example, there is a specific Product schema that helps you get highlighted search results, so-called rich results. These are great for your site’s visibility, and they can also increase your click-through rate! And if you mark up customers’ reviews with Review structured data, they will show up in the search results. Seeing those beautiful stars underneath a product page will convince people they should check out your site!

Another reason to add it is to manage customers’ expectations. Your visitors will know your price up front and that the product is still in stock. How’s that for user experience?

Search engines and AI/LLMs will understand your page better

Structured data is also important for your product page SEO because the major search engines came up with this markup, not the W3C consortium. Google, Bing, Yahoo, and Yandex agreed upon this markup, so they could identify product pages and all the product elements and characteristics more easily. Why? So they could a) understand these pages a lot better and b) show you rich snippets like this:

The Product schema tells the search engine more about the product. It could include characteristics like product description, manufacturer, brand, name, dimensions, and color, but also the SKU we mentioned earlier. The Offer schema includes more information on price and availability, like currency and stock. It can even include something called priceValidUntil to let search engines know that the price offer is for a limited time only.

Options to add structured data for product page SEO

Schema.org has a lot of options, but only a limited set of properties are supported by search engines. For instance, look at Google’s page on product page structured data to see what search engines expect in your code and what they can do with it.

This is why you want to add Schema.org data for product page SEO: It’s easier to recognize for Google, and it makes sure to include important extras in Google already. If you have a WooCommerce shop, our WooCommerce SEO plugin takes care of a lot of this stuff behind the scenes.

Keep reading: Rich results, structured data and Schema: a visual guide to help you understand »

3. Add real reviews

Reviews are important. In fact, 74% of consumers say that they check reviews on at least two sites before buying anything online or locally. Although not everyone trusts online reviews, many do, so they can be very helpful.

If you are a local company, online reviews are even more important. Most reviews tend to be extremely positive, but it might just be the negative reviews that give a better sense of what is going on with a company or product. In addition, getting awesome testimonials is another way of showing your business means business.

Try to get your customers to leave reviews, then show the reviews on your product page. Do you get a negative review? Contact the writer, find out what’s wrong, and try to mitigate the situation. Maybe they can turn their negative review into a positive one. Plus: You’ve gained new insights into your work.

If you’re not sure how to get those ratings and reviews, check out our blog post: how to get ratings and reviews for your business. And don’t forget to mark up your reviews and ratings with Review and Rating schema so search engines can pick them up and show rich results on the search results pages.

4. Make your product page lightning fast

Nobody enjoys waiting, especially when browsing on a mobile device. Many shoppers are now using their phones to make purchases, so speed on your product pages is crucial. Visitors expect instant access to content, and search engines reward that expectation. Compress images, implement responsive design, and streamline scripts to enhance load times. Regularly test your mobile layout to identify and fix problems before they impact your users. Prioritizing mobile performance not only satisfies your customers but also aligns with search engine preferences, potentially boosting your SEO rankings and increasing traffic.

Remember, a fast, mobile-friendly site is a win-win for everyone involved. To get you started, here’s a post about how to improve your Core Web Vital scores.

5. User test your product page

Looking at numbers in Google Analytics, Search Console, or other analytical tools can give you insight into how people find and interact with your page. These insights can help you improve the performance of a page even more. But there’s another way to ensure that your product page is as awesome as it can be: user testing. There are also many ways to get more value from site visitors with A/B testing.

How user testing can help you

Testers can find loads of issues for you, such as terrible use of images (including non-functioning galleries), bad handling of out-of-stock products, or inaccurate shipping and return information, which can lead to trust issues. Now, you might be thinking: Surely, my website doesn’t have those issues! But you’d be surprised.

In their Product Page UX research project, the Baymard Institute found that:

“The high-level benchmark results show that only 49% of e-commerce sites have an overall ‘decent’ or ‘good’ UX performance for their product pages, while 51% of sites have ‘mediocre’ or worse product page implementations. On the extreme ends of performance, only a couple of sites had a very ‘poor’ Product Page UX performance that failed to align with commonly observed user behavior in our large-scale PDP testing. This is a fortunate shift upward from 2021, which previously had 4% of sites with below ‘poor’ performances. At the other end of the scale, there aren’t any sites with an overall ‘Perfect’ or ‘“’State of the Art’ product page implementation (unchanged since 2021).

You can read this fascinating study on their Product Page UX site.

While you compare your product pages to external user research, don’t forget to do your own user testing! Doing proper research will give you eye-opening results that you probably wouldn’t have found yourself.

Bonus: Build trust and show people your authenticity

Getting a stranger to buy something on your site involves a lot of trust. Someone needs to know you are authentic before handing you their hard-earned money, right? Google puts a lot of emphasis on the element of trust — It’s all over their famous Search Quality Raters Guidelines. The search engine tries to evaluate trust and expertise by looking at online reviews, the accolades a site or its authors receive, and much more.

Brand perception in AI and LLMs

AI search engines and LLMs also assess these trust factors to shape how your brand is presented. They analyze reviews, schema, and overall credibility to produce an accurate portrayal. A trustworthy online presence can positively influence how these systems perceive and convey your brand to users.

This is why it’s so important that your About Us and Customer Service pages are in order. Make sure people can easily find your contact information, information about returns and shipping, payment, privacy, etc. This will build trust with your customers. So, don’t forget!

Social proof is another way to build trust with your customers. Adding social proof to your product pages can significantly influence buying decisions. Display customer reviews, testimonials, and ratings to build trust and demonstrate real-life experiences. Include trust badges, like security symbols or industry awards, to boost credibility. Encourage happy customers to share photos or videos of your products and showcase this content on your website. These elements help assure visitors that your products are both credible and valued by others.

Conclusion: Be serious about your product page SEO

If you’re serious about optimizing your product page, you shouldn’t focus on regular SEO and user experience alone. You’ll have to dig deeper into other aspects of your product pages. For instance, you could add the Product and Offer Schema, so Google can easily index all the details about your product and show these as rich results in the search results. In addition, you should make your product pages fast, add user reviews, and try to enhance your website’s trustworthiness. And don’t forget to test everything you do!

Need a helping hand? Be sure to check out our ecommerce SEO training course. Learn what ecommerce SEO entails, how to optimize your site, and boost your online presence. Want to get your products ranking in the shopping search results? We’ll tell you how. Start your free trial lesson today! Full access to Yoast SEO Academy is included in Yoast SEO Premium, which also includes all other plugins — including Local SEO for optimizing your performance in local search.

Check out our overview of product page must-haves

To help you stay on top of your product pages, we created a PDF that you can use to optimize your product pages. Most of what’s discussed in this blog post can be found in the PDF, plus more tips! Just click on the image to go to the PDF and download it.

Read on: 7 ways to improve product descriptions in your online store »

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