In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Paul McHardy, leader of Global Search Intelligence for The Church of Jesus Christ of Latter-day Saints, to explore one of the most important questions facing marketers today:

What happens when your brand is no longer the primary author of its own story?

AI search now gives direct answers synthesized from review sites, third-party publishers, and creator communities — meaning that customers form an impression of a brand before ever visiting a website. This shift creates a new challenge: visibility is important, but accurate representation across every source that shapes that impression matters more.

For Paul, that challenge plays out at a global scale. The Church of Jesus Christ of Latter-day Saints operates in more than 100 countries and dozens of languages, serving members while also helping curious audiences understand its beliefs, history, and identity. His team's job isn't simply to be found; it's to make sure people receive accurate and trustworthy information.

The episode breaks down:

Why AI is changing the role of search teams
What happens when AI controls your first impression
How brands can bridge the gap between internal language and the words real people actually use when searching.
Why data accuracy is foundational to visibility
Why AI visibility isn't just about your website

The future of visibility isn't just about being discovered. It's about being understood.

If you're a marketing leader trying to understand how AI is changing discovery, reputation, and brand representation, this episode offers a unique perspective from an organization navigating those challenges at scale.