AI is rewriting the rules. Will it still remember you?

AI Overviews have officially landed in the UK.

And with them, a quiet shift that could reshape how visibility works.

Here’s the short version:
According to new Pew Research (cheers for the share Duncan), when users see AI summaries at the top of search results, they’re 50% less likely to click on any link at all.

In other words:
People are browsing less. The window to get discovered is shrinking.

Instead, users scan a summary, form a decision, and move on.

So what does that mean if you’re a founder, practitioner or coach building your personal brand?

It means you're either known... or you’re invisible.

AI is trained on what it already knows.
When someone asks, “Who’s the top sports nutritionist?” or “Best performance coach for runners over 50?” it will favour the names that have already built trust and visibility.

The brand that’s consistent.
The name that’s repeated.
The signal that’s clearest.

Not necessarily the person with the best skills.

If you wait, the gap only gets bigger.

And building a brand later will mean trying to outpace people who got started while you hesitated.

That’s why I keep saying: visibility isn’t about vanity. It’s about leverage.

You don’t need millions of followers.
You need to be searchable, sharable, and salient in your niche.

Because in a world where browsing is dying, you need to be remembered.

If someone asked ChatGPT to recommend an expert in what you do…

Would it mention you?

And if not, what can you do today to make that more likely tomorrow?

Here’s what I’m currently exploring:
→ How personal brand signals (like backlinks, media mentions, IRL and consistent expertise) show up in AI-generated responses
→ Whether specific platforms (newsletters, podcasts, LinkedIn content) are outperforming others
→ The difference between being visible and being reference-able

I’m testing these with my own name and across a few client brands.

If you want to follow along and get what I learn first, just reply ‘AI’ and I’ll keep you in the loop. Will just share the reality of what’s working and what’s not, in this new era of visibility.

That’s it for this week.

Keep building.

Alex

P.S. When you’re ready, here are two ways I can help you build your personal brand:

1️⃣ Personal Brand Clarity Session
A 90-minute 1:1 to sharpen your positioning and unlock your next stage of visibility.
→ Reply with CLARITY and I’ll send details.

2️⃣ Be Known Sprint
A 4-week 1:1 coaching sprint for athletes, founders, and practitioners who want a brand that works while they work.
→ Reply with SPRINT and I’ll send the options.