In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Scott Orstad, Vice President, Marketing at Catholic Health, to explore a surprising idea: the organizations best positioned to succeed in AI search just might be the ones that have spent years operating under the strictest constraints.

That might sound counterintuitive, but regulated industries have long been forced to solve a unique set of problems: accuracy, trust, governance, data quality, and compliance.

Now, those same disciplines become the foundation of AI visibility.

Drawing on more than 25 years of healthcare marketing experience, Scott shares how Catholic Health is approaching content, provider data, reputation management, and digital experience in a world where AI is becoming part of the customer journey — and why those lessons apply far beyond healthcare.

The episode breaks down:

Why AI search is changing how consumers research important decisions
Why accurate data matters more than ever
How expert-led content helps organizations build trust while improving visibility in both traditional and AI search.
Why organizations need subject matter experts and content teams working together to make complex topics understandable.
The value of reviews and customer feedback as signals to AI systems
What marketers should focus on instead of chasing every AI trend

If you're a marketing leader trying to navigate the rapid changes happening in AI search, this episode offers a valuable reminder: the brands that win won't necessarily be the ones moving the fastest. They'll be the ones with the strongest foundations.