For Wells Fargo, it wasn't a flashy new AI initiative that unlocked better visibility. It was actually a 12-year-old ATM and branch locator.

When the brand’s marketing team realized their location pages weren't surfacing consistently in AI search, they saw an opportunity to optimize those pages for both people and LLMs. But what started as a branch locator redesign quickly became a blueprint for how legacy brands can adapt their digital experiences for an AI-first customer journey.

In this episode of The Visibility Brief, Rebecca Colwell (SVP of Marketing, Yext) is joined by Anna Vagnerini (Executive Director Digital Discovery, Wells Fargo) to explore how AI search is forcing brands to rethink some of their oldest digital experiences. Drawing on Wells Fargo's recent branch locator transformation, Anna shares how her team approached structured data, human-centered design, and AI visibility. This can’t-miss discussion reveals why sometimes the biggest opportunities are hiding in the experiences brands have overlooked for years.

This episode breaks down:

How to turn a utility into a high-intent customer acquisition channel
Why tried-and-true digital experiences deserve a second look
What "human and machine UX" really means
How to measure success beyond traditional marketing metrics
Why AI visibility starts with consistent, trustworthy data

If you're a marketing leader wondering where to start with AI search, this episode is a reminder that the answer may not be a brand-new initiative. Sometimes the biggest opportunity is taking a fresh look at the digital experiences your customers already rely on.