Research Insights

July 31, 2025

Fearmongering dominates conversations about AI search. Unfortunately, all that negative talk does little to help your marketing.

In a recent CMI Live, Zack Kadish, SEO lead at Faire, pivoted to a more calming and actionable conversation about using data-driven storytelling to dominate AI search and LLMs.

“We should always be creating content for humans, but we should make sure that search engines or LLMs can understand what the content is,” he says.

Creating that understanding for AI search involves both technical considerations, such as schema markup, and content ones (think skimmable, concise, and relevant).

Watch the video above to learn more from Zack about the role of engagement metrics, entity gap searches, tools, and AI search.

Visit the Content Marketing World website for the latest on all things CMWorld.  

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Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI team. CMI is a global marketing education and training organization dedicated to advancing the practice of content marketing. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, research, and training and certification, and send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI digital events every year. Follow @CMIContent on Facebook, LinkedIn, and Instagram, and use the hashtag #CMWorld.

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