The way people find and choose businesses is changing. Customers, partners, investors, journalists and decision-makers are no longer relying only on websites, referrals or Google searches. Increasingly, they are using AI tools like ChatGPT, Claude, or Google AI Overviews to compare options, understand what a business does, check its credibility and decide who to trust.

This matters because AI is quickly becoming part of everyday business decision-making, and these tools can amplify or hide your business. The 2026 AI Visibility Index found that B2B buyers using AI recommendations typically receive only between 3 and 5 vendor suggestions, meaning most never make the shortlist.

For Australian companies, this affects how prospects discover you, how your reputation is formed, and whether your business makes it onto a buyer’s intentions. 

In this session, Hotwire will explain how businesses can improve visibility, credibility and trust in the age of AI search. Key topics covered include:

* Why business visibility is changing — and why more people are using AI tools and quick-answer search experiences to make decisions.
* How AI tools build answers about your business — including the role of your website, customer proof points, media coverage, third-party sources, reviews, expert commentary and consistent public information.
* Why trust signals matter more than ever — and how credible content, clear positioning, strong proof points and external validation can influence how AI tools describe your business.
* How to make your business easier to find and understand — by creating clear, useful and consistent information across your website, content, media presence and industry channels.
* What businesses should focus on now — from checking how they appear in AI tools, to fixing gaps in public information, to building a stronger reputation across the sources AI is likely to use.