Reflections, advice and experiences on strategic business communication
The Maco&Co blog shares insights, analysis and practical tools on corporate communications, public relations, brand strategy and digital reputation. Each article is grounded in real-world work with clients across industries including manufacturing, retail, health and technology. Our goal is straightforward: to turn communication from a cost into a measurable growth driver for your business.
Before asking if AI recommends you, there is a more urgent question: what does it find when it searches for you? The answer, in most cases, begins with your website.
Every week, I speak with business leaders who are well-versed in AI. However, when I ask them what AI says about their company when someone searches for a provider in their sector, the silence speaks volumes.
The web is not dead, but its role has changed. Today, it is part of an ecosystem in which content, reputation, media, search engines, and artificial intelligence must work seamlessly together.
Yesterday, I was a speaker at a roundtable on AI at the Col·legi de Periodistes. I posed a simple question to the audience, and there was silence. That question is the one that should concern any company the most today.
Websites no longer only need to rank well or be visually appealing. They must also be correctly understood within a context shaped by AI and new ways of interpreting information.
Why do some brands communicate, publish, and have a strategy… yet fail to generate opportunities? A reflection on how the current context, characterized by AI and content saturation, is changing the rules of the game.
Increasingly, information about brands is not consumed directly, but rather synthesized through artificial intelligence systems. This introduces a new variable in communication: it is not only important what a company says, but also how that narrative is integrated and redefined when interpreted by AI.
Artificial intelligence is changing how companies are discovered, interpreted, and recommended. In this new context, visibility no longer relies solely on having a digital presence, but rather on the public context surrounding a brand. Media, articles, and external mentions become key components of the authority that AI uses to understand and position companies.
Business visibility no longer relies solely on Google or owned channels. In the era of artificial intelligence, media once again plays a crucial role: it serves as a source of authority and context for AI to understand, interpret, and recommend a brand. Because what is not published and contextualized tends to fade away.
A website can be impeccable in terms of technical aspects, aesthetics, and content… and still not be understood by artificial intelligence. In a context where AI interprets and recommends brands based on data, messages, and structure, the clarity of the narrative and the coherence of the content become key factors for visibility.
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