You Can't Hashtag Your Way into AI

annette steiner
4 days ago
4 min read

For years, marketers have searched for the next shortcut. Keywords.

Hashtags.

SEO tricks.

Algorithms.

Now I hear a new question almost every day:

"How do I get AI to recommend my company?"

My answer usually surprises people.

You don't start with AI.

You start with your reputation.

That may sound old-fashioned, but in reality it's the newest marketing strategy of all.

AI is becoming the world's biggest researcher. When someone asks, "Who should I buy from?" or "Can I trust this company?" AI isn't just looking at a flashy website or the latest advertising campaign. It's drawing from a much broader picture—your website, reviews, articles, interviews, customer experiences, and countless other public signals.

In other words, AI doesn't just hear what you say about your company.

It notices what everyone else is saying.

For years I told clients that a brand is built on trust.

That lesson hasn't changed.

If anything, AI has made it more important.

Some companies still believe the answer is to flood social media with hashtags, chase every trend, or hire influencers to talk about their products.

Those tactics can certainly attract attention.

But attention isn't the same thing as reputation.

You can rent attention.

You have to earn reputation.

An influencer may convince thousands of people to look at your product. But if customers consistently complain about poor shipping, confusing return policies, disappointing customer service, or unhappy employees, those experiences become part of your company's public story.

AI is increasingly able to recognize patterns across many sources.

The louder your advertising becomes, the more important it is that your actions match your promises.

Walking the Walk Matters More Than Talking the Talk

Imagine two companies.

One has beautiful advertising, celebrity endorsements, and a massive marketing budget.

The other quietly delivers great products, treats employees with respect, honors its guarantees, and earns loyal customers who gladly recommend it.

Which company do you think will build the stronger long-term reputation?

The answer hasn't changed in fifty years.

The difference is that today, those positive and negative experiences are far more visible.

Customers share them.

Employees share them.

Journalists report them.

Review sites collect them.

Industry experts discuss them.

When people ask AI whether a company is trustworthy, that larger reputation matters.

The lesson is simple.

Don't just tell people you're a great company.

Become one.

A New Executive Role Is Coming

I believe we're going to see a new position appear inside companies.

Not another social media manager.

Not another SEO specialist.

A Reputation Manager.

Not someone hired to hide bad reviews.

Someone responsible for making sure the company's reputation deserves to be good.

Because every department now contributes to the story the world sees.

Marketing.

Customer Service.

Shipping.

Sales.

Human Resources.

Product Development.

Returns.

Every interaction either strengthens or weakens your reputation.

The Reputation Manager's job won't be polishing an image.

It will be making sure the image reflects reality.

AI Isn't Looking for the Loudest Company

One of the most interesting changes I've noticed is how often people now ask AI the questions they used to ask search engines.

"Is this company legitimate?"

"Is this product really worth buying?"

"Are these reviews real?"

"What's the catch?"

I do it myself.

When something sounds too good to be true, I don't immediately believe the advertising.

I ask AI.

That should tell every business something important.

The conversation has changed.

People aren't just searching anymore.

They're asking for guidance.

The Best AI Strategy Has Nothing to Do with AI

Companies often ask me how they can get AI to notice them.

Ironically, the answer has very little to do with AI.

• Build products people genuinely love.

• Treat your employees well.

• Deliver what you promise.

Fix problems instead of hiding them.

• Make returns fair.

• Answer customers honestly.

• Create helpful content instead of empty marketing slogans.

• Be consistent.

• Be authentic.

• Be trustworthy.

Those aren't AI strategies.

They're good business strategies.

The companies that will thrive in the AI era won't necessarily be the ones with the biggest advertising budgets.

They'll be the ones with the strongest reputations.

Because in the end, AI isn't creating a new rule.

It's reminding us of one we've known all along.

You can spend millions convincing people you're great.

Or you can become so trustworthy that customers —and eventually AI —say it for you. Let's recap:

For years, companies focused on SEO, hashtags, influencers, and algorithms.

Those things can get attention.

But attention isn't the same as reputation.

As more people ask AI which companies they should trust, buy from, or work with, I believe the rules are changing.

AI doesn't just see your advertising.

It sees your reviews.It sees your customer service.It sees your return policy.It sees what employees say.It sees whether your company consistently delivers on its promises.