Why does Five Blocks say ‘your brand is what AI concludes it is’?

Increasingly, stakeholders form their first view of a brand through AI answer engines that synthesize narratives from many sources; the AI’s conclusion functions as the operative brand impression whether or not it matches the company’s intended story. Add to that the fact that website traffic is falling as people increasingly get their information from LLMs. You don’t really get a chance to tell people your story on your website because they aren’t likely to click through – unless perhaps they want to learn more about you specifically. ChatGPT and other AI models let me skip the need to click in and read the websites of a bunch of companies – i can just read the AI’s version and click in to sites perhaps only if i get further down the funnel.