But a dive into generative AI's authority frameworks — the technical mechanisms and conceptual approaches that large language models (LLMs) use to determine the credibility of information and sources — suggests all that posting effort is more of a placebo for visibility-hungry marketers.

Search data firm Semrush predicts that AI engine queries will exceed traditional Google search queries some time in 2028. That has professional services CMOs and business development heads actively scrambling to ensure their firms earn a seat at the AI table.