Episode 187: How Can You Shape Your AI Brand Footprint?

Podcast: The Smart Communications Podcast
Host: Farah, Co-Director at Big Duck
Guest: George Weiner, Founder of Whole Whale
Release Date: May 29, 2025

1. Introduction to AI Brand Footprint

In this enlightening episode, Farah welcomes George Weiner, a seasoned nonprofit tech evangelist and founder of Whole Whale, to discuss the emerging concept of the "AI brand footprint." George, known for his expertise in data-driven strategies for nonprofits, brings valuable insights into how artificial intelligence (AI) is reshaping brand visibility and communications for nonprofit organizations.

2. Defining the AI Brand Footprint

George introduces the term "AI brand footprint," a concept coined by the Big Duck team to encapsulate how large language models (LLMs) like ChatGPT interpret and represent a brand based on its online presence.

George Weiner [01:30]: "We made up the concept because we needed some white space to put words behind what we're seeing in the data and in practice for how these LLMs... are pulling information from our sites and then representing them as facts and information."

This footprint comprises not just the organization's direct content but also the broader ecosystem of related topics and expertise areas, highlighting the complexity of managing brand representation in AI-driven environments.

3. Impact of AI on Brand Visibility

George emphasizes the transformative impact AI has on how brands are perceived and discovered. Traditional methods of brand cultivation relied heavily on polished materials and strategic online placements. However, AI now aggregates and interprets this information, creating a more dynamic and sometimes unpredictable representation of the brand.

George Weiner [02:41]: "Your AI brand footprint isn't just about Whole Whale or Big Duck. It's about the concepts and areas where you are expert, where you talk about."

This shift necessitates a more intentional and strategic approach to brand management, ensuring that AI accurately reflects the organization's values and mission.

4. Search Engine Optimization in the Age of AI

Discussing the evolving landscape of search engine optimization (SEO), George highlights the diminishing returns of traditional SEO strategies due to AI's ability to directly answer queries, reducing organic traffic from search engines like Google.

George Weiner [06:27]: "The decrease is very real and it's continuing to happen as AI answers the questions that people were asking... is now getting the ax from Google."

He introduces the concept of "LLM optimization," an emerging strategy focused on optimizing content specifically for large language models. This includes creating content that AI cannot easily replicate, thereby maintaining relevance and authority.

5. Measuring AI Brand Footprint

One of the critical challenges discussed is the difficulty in measuring AI-generated impressions and mentions, as traditional analytics tools do not capture this data effectively.

George Weiner [07:47]: "Analytics tools often aren't capturing AI generated impressions or mentions because you don't get a dashboard showing your brand has been mentioned in AI answers."

To address this, George recommends tracking referral traffic from AI sources and using reverse engineering techniques to estimate the AI's influence on brand visibility.

George Weiner [08:00]: "You can look at AI based sources of referral traffic and bundle those together... What is my AI brand footprint?"

This approach allows organizations to gain a more accurate understanding of their presence within AI-driven platforms.

6. Protecting Intellectual Property in AI

A significant concern raised is the unauthorized use of organizations' intellectual property by AI tools, often without proper attribution.

George Weiner [12:10]: "Your content is being stolen. I've actually proved it. I've done things that I have screenshotted and... AI has, once it does its snapshot, ingested it and not credited us."

George advises organizations to develop robust intellectual property pages and clearly articulate ownership to mitigate unauthorized use. However, he acknowledges the limitations for smaller nonprofits lacking extensive legal resources.

George Weiner [14:05]: "If you don't have an army of lawyers... look at your intellectual property that is already publicly available because it's already been ingested."

7. Proactive Strategies for Nonprofits

George offers practical strategies for nonprofits to proactively shape their AI brand footprint:

• Focus on First-Party Information: Shift towards creating unique, authoritative content that AI cannot easily replicate.

  George Weiner [09:49]: "Move to first party information. What are the things that Farah has to say? What is the quotable thing that AI can't make up?"

• Leverage Unique Data: Utilize proprietary data and insights to enhance content credibility and authority.

  George Weiner [10:20]: "What data have you surveyed, collected, or found in your backyard that you can package and graph and put out there as here's what we saw."

• Develop an AI Policy: Establish internal guidelines for AI usage to foster a culture of responsible exploration rather than fear.

  George Weiner [17:09]: "Have an AI policy that unpacks internally and externally how you're approaching these tools."

8. Resources and Tools Available

George highlights the suite of free AI tools available at Causewriter AI, designed to assist nonprofits in navigating the AI landscape effectively:

• Donor Persona Builder: Creates detailed donor personas for targeted communications.
• 990 Analyzers: Extracts key information from tax documents to inform strategies.
• Prompt Builder: Assists in crafting effective prompts for AI tools like ChatGPT and Claude.

George Weiner [15:49]: "We want more good words in the world at Causewriter. Those are free to use... helping you create prompts that you can then use on tools like Claude or ChatGPT."

These resources empower nonprofits to harness AI capabilities while maintaining control over their brand narratives.

9. Conclusion and Parting Advice

As the episode draws to a close, George offers a profound piece of advice:

George Weiner [17:09]: "Fear or love... Encourage a culture of love and exploration rather than fear."

He advocates for embracing AI as a tool for growth and innovation, urging organizations to develop comprehensive AI policies and foster positive internal cultures to navigate the challenges and opportunities presented by AI.

Connect with George Weiner and Access Resources:

For more insights and to utilize the free tools discussed, visit wholewhale.com or contact George directly at wholewhale.com.

This episode of The Smart Communications Podcast offers invaluable guidance for nonprofit leaders seeking to adapt their communication strategies in an AI-driven world. By understanding and proactively managing their AI brand footprint, organizations can ensure their missions are effectively advanced in the digital age.