Marketers love to believe we shape perception.

We build talk about “owning the narrative” as if buyers are twiddling their thumbs, waiting for us to introduce ourselves. But think about how we actually make decisions.

The last time you tried a new restaurant, you didn’t wait for a perfectly targeted ad. You looked at photos on Yelp, scanned reviews on Reddit, and asked ChatGPT to compare it to the place down the street. And within minutes, you had an opinion about it.

That same pattern plays out in B2B, in high-consideration purchases, and in categories where the stakes are higher than dinner plans.

The real question buyers are asking brands has shifted from “Who are you?” to “Can you confirm what I already believe?”

So how can brands make sure they’re still able to have influence?

The Real Competitive Advantage

In a world of quick clicks and speedy skimming, campaigns can feel glossed over. But the truth is that consumers who are deep in research mode aren’t looking to be dazzled. They are trying to reduce uncertainty. They want to understand where a product shines, where it struggles, and what tradeoffs come with the decision. And all that research used to require lots of effort. But today, AI has compressed the learning curve.

Buyers plug in a simple prompt and get breakdowns, pricing tiers, pro-con lists and suggested alternatives in seconds. Your brand’s content is no longer created only for humans who will generously interpret your messaging or give you the benefit of the doubt. It’s intercepted and displayed to consumers by systems that distill you into a few lines presented as neutral truth.

In that case, the content that relieves their decision fatigue is what gets a leg up. It’s the stuff that’s clear and helpful that’s deemed worthwhile. Brands that focus on informing their audience rather than impressing them can be crowned the unofficial “educator” of their industry.

So where do brands start?

Trust is the Gateway to Brand Consideration

Buyers feel understood and valued by brands when important information isn’t something they have to dig around online to find. They want easy access to:

• Transparency. Clear pricing is shared, product limitations aren’t hidden, and sustainability efforts are out in the open.

• Value-for-money. Buyers like to understand exactly what they’re getting and why it’s worth the investment.

• Verified, expert-level information. Sources like online reviews, case studies and credible certifications are more than the cherry on top. These bits of input come from AI summaries, LinkedIn articles or third-party reviews, and often are what seal the deal.

What Helping Actually Looks Like

With the right guidance, buyers reach decisions faster, and sales cycles are shorter. The self-directed consumer is more engaged, and the brands that help them do their homework naturally become the first choice.

Be Discoverable Where the Research Is Happening

• Rank your content for search engines and AI summaries. If an AI tool pulls from your content, is it clear, accurate and specific enough to represent you well out of the context of your site?

• Maintain a strong, value-driven presence on LinkedIn, Reddit communities and industry-specific forums. Answering uncomfortable but realistic FAQs on these platforms shows that your brand doesn’t shy away from directly addressing consumer concerns.

Ensure Accuracy and Consistency Across Channels

• Invest in product data management that keeps specs, pricing and messaging accurate across websites, marketplaces and AI outputs.

• Accurate information reassures buyers. For example, a food brand needs consistent ingredient lists across channels for consumers to have confidence in their products.

Basically, tell one story. And tell it right.

Buyers Are Learning With or Without You

Research is underway. Conversations are happening. AI is summarizing you whether you participate or not. You may not control when a buyer first encounters your brand, but you can control whether your digital footprint helps someone think clearly or leaves them guessing.

If buyers are going to do their homework, give them something worth studying.

And that’s where we come in. Looking to get started? Contact our team today.

About the Author:

Paris brings poetry & song to products & services, helping each brand find (or refine) their own beat. At least that’s what she answers with when asked, “So, what does a copywriter even do?” When she’s not scribbling in her notebook, this Case Western Reserve University graduate can be found filling her apartment with arpeggios or running rings around the nearest eight-lane track.