The customer doesn’t “Google” you anymore. They ask AI for advice.

You need to feed the AIs (Claude, Gemini, Grok, ChatGPT, Perplexity) the source content that they trust.

Here’s how:

The Narrative Waterfall: How PR and Marketing Change in the AI Era

The narrative waterfall is my strategic business framework that illustrates how a company’s purpose and vision evolve from just “ten blue links” into a trusted market authority within the new AI economy.

This framework begins by filtering the “Strategic Narrative Architecture,” which includes:

– the Founder’s point of view

– Category Definitio

– Purpose

You don’t advertise on AdWords anymore, or use traditional marketing strategies like SEO keyword stuffing.

You must provide “Content and Authority Signals” such as:

– Podcasts

– Essays

– Technical Papers

– Thought Leadership

• Press Releases
• Press Coverage
• Substack and Medium posts
• Your own websites
• Product reviews
• Customer chatter in newsgroups, Reddit etc.

These signals are then processed by an “AI Neural Network Evaluation Layer” that evaluates inputs for trust, meaning, and credibility.

The process culminates in the establishment of a “Trust Architecture,” leading to the ultimate output: a competitive “AI Synthesis Advantage” where the company becomes the canonical source that the AI LLM model trusts.

This requires a much more factual and analytical approach to marketing and you’re writing needs to change to because you’re not writing for humans anymore. You’re writing for extremely logical AI and they structure data differently so you actually need to write like traditional old-school journalism where we do an inverted pyramid style, where the most important information is upfront in the lead.

This is a fantastic opportunity for writers, content, creators, and communicators to get great jobs in technology companies as well as mainstream brands because everyone now needs storytelling at authority building in order to be relevant when an AI searches for your company and recommends your product. The leaders will no longer be the ones on Walmart, Amazon, and eBay or the ones that pay for ad words they’ll be the companies to tell the best story with the best data and get their customers to tell the story too. This is an entirely new approach to marketing in some ways, but in other ways, it’s actually like the way we used to do marketing in the pre-visual web of the 1990s.

Text is now more important than video or visual content.

Authority matters again, more than “influencers.”

The more things change, the more they stay the same!

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