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AI is reshaping how people discover, evaluate and choose brands. As search evolves into AI-generated recommendations, brands face a new challenge: not just being found by people, but being understood, surfaced and trusted by machines.
In Word of Mouth, Word of Machine, Dentsu Creative explores what this shift means for marketers and why traditional approaches to brand building need to evolve. Drawing on insights from futurists, journalists, platform experts and leaders from across the dentsu network, the report examines how large language models are changing consumer behaviour, collapsing customer journeys and influencing brand perceptions long before a consumer reaches a website.
Rather than viewing AI and humans as separate audiences, the report argues that success depends on understanding the symbiotic relationship between the two. It introduces a practical five-point framework to help brands thrive in an AI-mediated world: achieving greater brand clarity, improving machine readability, building consistency over time, creating human referenceability, and strengthening authority through credible voices.
Packed with expert perspectives, emerging trends and actionable recommendations, this playbook offers marketers a clear roadmap for building brands that are both machine-readable and human-referenceable ensuring they remain visible, trusted and memorable in the age of AI.
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