Reconsider Your Touchpoints in the AI Era
This article was published on December 18, 2025
Categorized in: Digital Marketing, AI Marketing
How are people coming in contact with your brand? For years, the same predicable routine has been in play. Search engines, direct hits to your website, digital ads, social media – these have all been part of the conversation. For the most part, each of these has felt within our control, even search engines, because we knew that SEO could drastically help with our organic visibility.
Because of AI, this has been changing because the way people gather information online has been changing. People first saw artificial intelligence as a productivity tool that can be used to make our lives easier. Now, with its integration into search results, it has become something much more than that. It’s actually become one of the touchpoints, and therefore should be considered as part of digital marketing.
Here’s more information about this, which will help you navigate this truth.
How Exactly Have Touchpoints Changed?
The most important shift is that touchpoints are no longer limited to places you intentionally publish content. AI systems now sit between you and your audience, interpreting, summarizing, and sometimes answering questions on your behalf. As a result, people may encounter your brand without ever visiting your website, clicking an ad, or reading a full article you wrote.
Instead of landing directly on your content, they may first encounter an AI-generated explanation, comparison, or recommendation that references your brand—or excludes it entirely. In many cases, that interaction happens before a traditional search result is even considered. The touchpoint is no longer just your content; it’s how that content is interpreted, summarized, and reused.
Why Consistency Matters More Than Reach
Consistency is the most important thing to consider when considering your touchpoints. The landscape now is one that is being affected by AI, but it’s not the only thing. AI is added on top of what has already worked. This makes consistency more important than ever. Consistent language, repeatable themes, and a clear point of view help both humans and machines understand your role in the market.
Thought leadership plays a critical role here. Articles, insights, and educational content give AI systems reliable material to reference while also signaling depth and expertise to your audience. Over time, these assets function as long-term touchpoints that quietly shape perception and trust.
Mapping Touchpoints for Humans First
Reconsidering touchpoints means expanding your definition of audience. Keep in mind that your human audience will always be first, no matter how you look at it. But, you also have to understand that machines will play a part in your success. So, you are communicating with both potential customers and the systems, or machines, that translate your message so that a human can view it.
That doesn’t require chasing every new AI tool or rewriting your entire strategy. It requires intentionality: clear messaging, well-structured content, and a strong understanding of how your brand should be described when you’re not in the room.
In the AI era, touchpoints are evolving. The brands that adapt are the ones that recognize this shift early and design their digital presence to be both discoverable and understandable—no matter how people arrive.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is President of Brick Marketing and has over 25 of years digital marketing experience. He specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
