Invest in the right channels to win AI discovery

You need more than owned content because AI models are increasingly forming their answers from sources beyond your site, leaving most of where trust gets built unaddressed if you focus on owned content alone.

Owned content is the foundation, but it's no longer the whole picture: AirOps Research found that citations from creator and social content grew 140% over the last 11 months, while citations from brand websites fell 10% in the same period.

There's no default answer: AirOps works with you to determine which channel to invest in first by diagnosing where your brand already has gaps, where competitors have the advantage, and which buyer questions matter most to your revenue.

We then prioritize 1-2 channels where closing the gap will move the needle fastest, instead of asking you to guess or focus on every channel at once.

AirOps does both: it identifies the highest-impact opportunities and executes the work.

We research, create, publish, review, and refresh content across your channel mix. We’ll give you insights on the the highest impact work for your brand and help you get the work completed and measured in one end-to-end system

AI Ads are an evolution of paid search: instead of a fixed ad matched to a keyword like in traditional PPC, these ads appear directly inside an AI's generated answer, shaped by the question being asked.

Right now, the AI Ads opportunities exist within ChatGPT. This is an early, fast moving surface that we expect will expand across multiple AI engine and grow in importance over time. The goal right now is understanding where it's showing up and building the measurement foundation, not over-investing before the format matures.

Yes, social media and influencer content affect what AI models say about a brand more than most brands realize, because AI models evaluate social media and creator content as a legitimate source when they explain, compare, and recommend brands.

Our work with hundreds of brands has shown that channel importance truly varies by industry. The signals that matter most are determined by your category and how AI systems are already talking about it.

What We Assess

• Brand Mentions: How often and where your brand shows up in AI-generated answers.
• Sentiment: How positively or negatively AI systems characterize your brand.
• Expert Validation: Whether third-party experts and authoritative sources back up claims about your brand.
• Owned and External Content: How your own site and outside sources represent you.

That's why we start by diagnosing your specific situation instead of prescribing a universal playbook.