Your next customer might ask AI who to hire before they ever visit your website. What gives it a reason to recommend your business?

Matt Clarkson joins host Anna Shepherd to explore how AI is changing the way customers discover businesses, how marketers work and what makes expertise worth paying attention to when anyone can produce polished content.

Matt is Chief Operating Officer and Chief Technology Officer at Cemoh, a platform connecting businesses with experienced marketing professionals. His path into marketing and technology began with studying psychology, followed by a career in research, analytics and online learning. A redundancy prompted a decision to work for himself, eventually leading him to help build Cemoh’s marketing marketplace.

Today, AI is central to how he works, from developing software to managing information. But one difficult client email reminded him that getting something written quickly doesn’t always mean getting the communication right. After an AI-assisted message missed the human touch, writing the follow-up himself became a surprisingly fulfilling experience.

Anna and Matt discuss the opportunities AI creates for businesses, the limits of generic content and why your own experience, judgement and data matter more when everyone has access to the same tools.

In this episode:• How AI recommendations are changing the way customers find and choose businesses.• What zero-click search means for your marketing.• Why producing more content isn’t necessarily the answer.• How original data and personal expertise can make your content more useful.• Turning conversations with founders and experts into authentic marketing content.• How Matt uses AI to accelerate software development and everyday work.• Why taste, judgement and critical thinking still need a human.• Where automation helps customer service, and where customers need a person.• The client email that made Matt rethink how he was using AI.• How Matt would rebuild his business momentum if he had to start again.

For business owners, marketers and leaders looking to use AI thoughtfully, improve their visibility and give customers a compelling reason to choose them.