Peter Ryan talks to Andrew Kokes, Chief Marketing Advisor at Pivot AI Global, about how AI is fundamentally changing B2B marketing and sales.

As buyers increasingly use ChatGPT, Gemini, Claude and other AI platforms to research suppliers and build shortlists, traditional search engine visibility is no longer enough. Andrew explains why companies now need to think about AI discoverability — ensuring that answer engines understand who they are, what they do, and why they should be recommended.

The conversation explores why clear positioning and a well-defined niche matter more than ever, how websites need to evolve from digital brochures into machine-readable knowledge bases, and why credible third-party articles, analyst coverage and customer reviews can influence whether AI recommends a business.

For CX and BPO providers, especially smaller and emerging companies, the message is simple: doing great work is no longer enough. You also need to make sure the machines know about it.

https://www.linkedin.com/in/andrewkokes/

https://www.pivotaiglobal.com/

Mark Hillary's book "If AI Can't See You, You Don't Exist"

https://www.amazon.com/dp/B0H4Q9VMPP

Summary:

Mark Hillary and Peter Ryan discuss the evolving landscape of customer experience (CX) and business process outsourcing (BPO) with Andrew Kokes, Chief Marketing Advisor for Pivot AI Global. They explore the concept of discoverability, emphasizing the shift from traditional Google searches to AI-driven answer engines like ChatGPT and Gemini. Kokes highlights the importance of clear positioning, consistent messaging, and third-party validation for smaller BPOs to remain relevant. He also stresses the need for a modern digital strategy that caters to both AI and human audiences, including maintaining up-to-date, accessible content. The conversation underscores the necessity for a fundamental rethink in marketing strategies to adapt to AI's impact on search and discovery.