As AI chatbots grow, brands invest in content and editorial strategy to improve visibility in generative search

As AI chatbots become more prevalent in consumer search behavior, Digiday reports that companies are shifting strategy by investing in deeper website content and branded editorial rather than trying to directly control how AI models represent their products. Fender's interim CMO Kelly Magrath described the company's website overhaul as turning the site into a "front door that we can use as a storytelling platform," reflecting a broader move among brands to give language models more substantive content to draw from when answering consumer questions.