Gary Vee’s “Company-Wide Mandate” for AI Search

Gary Vaynerchuk contends that user searches on large language models (LLMs) like ChatGPT, Claude, and Gemini will continue to grow. Users increasingly ask LLMs for product and service recommendations or search inside social media apps like TikTok and Instagram. To maintain brand visibility and keep up with changing online search behavior, brands should structure their messaging and data for machine reading.

On episode 1999 of The Edward Show, Edward Sturm interviewed Gary Vaynerchuk, also known as Gary Vee. The media mogul explained how his global agency, VaynerMedia, is transitioning its search engine optimization (SEO) playbook to prioritize strategies that boost visibility in AI-generated answers. VaynerMedia embeds AI retrieval mechanics into the agency's media, strategy, and creative departments. The agency treats Answer Engine Optimization (AEO) as a mandatory capability across all its teams.

"I couldn't imagine anyone that's paying attention to this (AI search) thinking that we're going to have a massive decline in end consumer searches on AI agents and bots and platforms."

-Gary Vaynerchuk

From AEO to AEM: What Paid AI Search Might Look Like

Vaynerchuk draws a direct parallel between the rapid adoption of AI search and the early days of Google, when SEO evolved into search engine marketing (SEM). He predicts that companies like OpenAI and Anthropic will follow a similar path. As these platforms mature, the current reliance on organic search optimization will transition toward paid advertising models. Brands should plan for this transition now. Just as paid search became an essential component of marketing budgets, paid AI advertising will soon be critical to maintaining brand visibility.

Gemini Holds A Structural Advantage In The Race To Win AI Search

Industry analysts agree with Vaynerchuk and assert that Google's Gemini possesses a unique structural advantage in the race to AI dominance. This advantage comes from its ability to process proprietary data. Vaynerchuk identifies Gemini as an “absolute frontrunner” because its system starts with a trillion-dollar data advantage. Although OpenAI and Anthropic have developed impressive technology, they are burdened by a "trillion-dollar technical debt," and there is no viable business case for replicating Google’s massive, integrated infrastructure.

Gemini stands out, as it's the only LLM capable of processing information across Google’s ecosystem, including YouTube video transcripts, Google Calendar, and Gmail. This integration provides an unmatched level of personalized, context-aware utility.

"Gemini is the only guaranteed winner in AI search."

- Gary Vaynerchuk

Don't Neglect Analog: How Real-World Events Drive AI Search Results

In-person events are on the rise and offer a strategic way to boost a brand's presence in AI search results. Hosting a live event engages attendees and creates a body of evidence that benefits brands in multiple ways.

Vaynerchuk describes analog activities as a two-sided visibility strategy, a “barbell” in which brands pair high-tech digital optimization with real-world experiences.

Side 1: Filming keynotes, panels, and breakout sessions creates a machine-readable text library. Post-event, strategic publishing of videos and their transcripts provides LLMs with direct, authoritative data they can store and share.

Side 2: Physical events spark online activity, including shared content, reviews, and links. These third-party mentions serve as trust signals for LLMs and help establish a consistent record of positive brand experiences, reinforcing a brand's reputation and credibility.

The Barbell Strategy: A Hypothetical Case Study

To maximize the impact of live events, brands should adopt an AI-focused strategy. Whether optimizing YouTube transcripts, integrating data into the broader Google ecosystem, or converting real-world experiences into verifiable digital footprints, brands should tailor their media and marketing investments for LLM discovery and citation.

By providing clear, high-quality, and machine-readable data across multiple communication channels, brands can worry less about web traffic and focus more on becoming a reliable source that LLMs recommend to their users.

Vanyerchuk closes the podcast by reminding the audience that the days of relying on traditional search strategies are ending.

While the world of brand discovery feels like it changes every week, it’s clear that online search has a new middleman between websites and their customers. Forward-thinking brands must create visibility strategies for both humans and machines.