S2-SEO-AI
Audience · marketing
For CMOs
In an AI-mediated discovery layer the answer that reaches the buyer is a synthesis, not a marketing page. The Evidence Economy names the market condition that emerges when the sources those systems prefer are the ones publishing structured, attributed evidence.
Discovery
The channel is not the site any more.
A CMO's channel model used to end at the marketing site. In an AI-mediated discovery layer, the answer that reaches the buyer is a synthesis drawn from many sources, some of which are the organisation's marketing site and many of which are not.[S2-SEO-AI] The Evidence Economy names the market condition that emerges when the sources those systems prefer are the ones publishing attributed, structured, dated records.
The consequence is uncomfortable: a marketing programme that treats the organisation's own records as raw material for marketing language, rather than as evidence to be published in its own right, is failing to serve the channel the CMO now actually has.
The shape of the work
What changes.
- Structured data stops being an SEO check and becomes a first-class publishing surface.[S2-SDO][S2-JSONLD]
- Citations — the ability of an AI system to attribute a claim back to the organisation — becomes a metric worth tracking.
- Sealed claims — byte-frozen, attributed definitions of the organisation's own concepts — become tools of positioning.
- Machine surfaces live alongside HTML pages, generated from the same source of truth.
Sources cited on this page
Sources
S2-SDO
schema.org — shared structured-data vocabulary
https://schema.org/S2-JSONLD