Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast Enterprise brands shifting budget from traditional content generation to answer engine optimization investments
Jan 8, 2026
Josh Blyskal, Head of AI Strategy at Profound, specializes in AI discovery and answer engine optimization. He discusses a dramatic budget shift in enterprise brands toward answer engine optimization, fueled by a 90% surge in ChatGPT usage. Josh reveals insights from analyzing over a billion citations, emphasizing how brands can thrive in AI discovery. He shares strategies for aligning PR, social, and content teams to enhance AI visibility, and explains how to optimize traditional services into structured data for success in agentic commerce.
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No Magic Prompt Beats Quality
- AI-generated content will only succeed when it's exceptional and high-utility, not sloppy filler.
- Josh warns there is no magic token to make AI prefer your content without genuine quality.
Content Value Comes From Unique Assets
- Written words alone are now low-value unless paired with proprietary data, expertise, or opinions.
- Josh Blyskal says AI should assemble your unique beads, not replace the research behind them.
Prioritize E-A-T In AI Content
- Do focus on E-A-T: expertise, authority, and trust when producing AI-assisted content.
- Ensure content demonstrates data, opinions, and expertise so it remains valuable despite AI origins.