New book · Coming soon
AI Visibility
How Brands Win Consensus in the Era of Synthesis
This is the operator’s manual for winning in AI search. A working plan for getting your brand cited by ChatGPT, Claude, Gemini, Perplexity, and Google’s AI Overviews, from someone who spent a decade building the infrastructure those models now cite.
The problem
Your dashboards say everything’s fine, but your pipeline says otherwise.
Rankings are steady, but the deals have gotten harder to close, because buyers stopped scrolling through blue links and started asking AI what to buy. Run a question from your own category through one of those tools and you’ll usually see what’s happening: two or three competitors get named, and your brand doesn’t.
The landscape of search changed underneath you. AI doesn’t hand over ten links and let the buyer sort it out. It works fundamentally differently, reading across sources, working out what they add up to, and returning one answer. It isn’t ranking you, it’s deciding who the sources agree on. That consensus gets built in the Reddit threads, YouTube reviews, and niche publications your SEO team stopped watching years ago.
What’s different
A plan you can run starting today, not another GEO checklist.
Most of what’s written about AI search is too abstract to act on, or it’s a pile of tactics aimed at whoever wrote it. AI Visibility does something different: it makes the case for how a marketing organization has to change to meet the new challenge of creating consensus to build AI visibility, and then shows you the exact work that will get you there.
Inside, you’ll learn how to:
- Place your brand on the map of Four Archetypes, and see why many “GEO best practices” were written for someone else’s position
- Produce the two kinds of content AI pulls from, using the Barbell
- Earn citations across the Three-Legged Stool, the third-party surfaces where consensus forms
- Build the work around buyer journeys instead of keyword lists
- Measure a channel that has no clean measurement yet
- Put someone in charge of AI visibility before it falls through the gap between six teams
Inside the book
Ten chapters, one operating system
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Judge & Jury
Why answer engines evaluate instead of rank, and what they weigh.
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The Four Archetypes
The four ways a brand shows up in AI answers — and which one you are today.
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The Barbell
Concentrate on the two ends of the source spectrum; skip the mushy middle.
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The Three-Legged Stool
Community, video, editorial: building corroboration that survives model updates.
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The User Journey as the Unit of Work
Stop optimizing pages. Start optimizing the questions a buyer asks in sequence.
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Building the Consensus
A practical playbook for seeding, earning, and reinforcing agreement about your brand.
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Measurement in the Fog
Tracking citations, mentions and share of voice when the ground moves weekly.
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Giving AI Visibility an Owner
Where this lives in the org chart, and why it fails when nobody owns it.
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The Economics of Context
What corroboration costs, what it returns, and how to budget for it.
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The Next Two Years
What changes, what doesn’t, and how to keep your footing.
Free companion
Be first to know when it launches — and get the 90-Day AI Visibility Playbook, free.
The book gives you the framework. The playbook helps you run it. It turns the exercises from AI Visibility into a 90-day sequence you can start this week: the AI diagnostic prompts, the archetype worksheet, and a week-by-week plan for building presence across the surfaces that shape AI answers.
Enter your email and we’ll send it over, and let you know the moment the book is available. You’ll also get the occasional note on what’s working in AI visibility, and free updates to the book as the landscape changes.
Who it’s for
Written for the people who own the number.
You lead marketing or demand generation, and the pipeline is yours to answer for. Or you run an agency, and clients have started asking why they’ve gone quiet inside AI answers. Either way, this book assumes you already know SEO and spends its time on the game that’s taking over from it.
About the author
Ewen Finser
Ewen Finser has spent thirteen years building publishing and media businesses, including a network of niche editorial sites and YouTube channels that AI models now cite by the thousands. When the 2023 search shift pushed expert content off the first page, he built ReddVisible, and then ScaleVisible, a hybrid agency and media operation built for the kind of consensus work this book describes. He writes about the move from search to synthesis for the operators trying to make sense of it as it happens.
Coming soon
The rules are being written right now.
This is 2003 all over again for search. The tools are half-built, and the brands that move now will hold ground the latecomers pay dearly to take. The window hasn’t closed yet.