Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Where should brands actually invest today?
Mar 12, 2026
Malte Landwehr, CMO and Chief Product Officer at Peak AI, an expert in AI-driven search discoverability. He discusses where brands should invest across the funnel. He covers pragmatic ways to measure AI-driven visibility and self-reported attribution. He explains using customer data and systematic prompt selection to optimize for multiple personas.
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Invest In Full Funnel Content For AI Discoverability
- Invest in content across the whole funnel, including pieces that may not get clicks but will influence AI-driven answers.
- Use existing customer signals and accept imperfect attribution by sampling customers (e.g., ask 1% if they found you via ChatGPT) to justify continued investment.
Make Your Brand The Expected Answer
- Ask brand marketers how consumers expect your product to appear and align content to be the expected answer for common queries.
- Make your brand so relevant that when people ask about a category, they expect your product on the list.
Small Samples Can Reveal AI Search Impact
- Perfect tracking isn't required to decide on AI investments; self-reported attribution from a small sample can reveal meaningful impact.
- Malte suggests using 1% customer surveys to detect ChatGPT-driven discovery and guide budgets.