Erik Therwanger is the Founder of Think GREAT, author of The Communication Movement, and an internationally recognized speaker who helps organizations unlock the untapped power of communication. His leadership philosophy centers on three core principles known as E³: Engage • Empower • Elevate, equipping leaders to build stronger cultures and more connected organizations.
AI is changing how customers search for businesses, services, products, and answers the search tools provide.
For years, businesses focused on appearing at the top of Google’s traditional search results. Today, AI Overviews, chatbots, and generative search tools are increasingly answering questions directly on the screen, often before a user ever clicks a website.
The question is no longer simply, “Does your business rank?”
The new question is, “Will AI recognize, trust, and recommend your business as the answer?”