Voices of Search Podcast:

One Unexpected Brand or Vertical That Will Thrive in AI-Generated Results Over the Next Year
Date: January 7, 2026
Host: Jordan Cooney
Guest: Josh Bliskell (Profound)

Episode Overview

This episode dives into predictions about which brands and industry verticals are best positioned to capitalize on the rapidly changing landscape of AI-generated results, particularly in the context of conversational search. Host Jordan Cooney poses a "crystal ball" question to guest Josh Bliskell: Which unexpected brands or verticals will thrive in this new AI-driven era? The discussion focuses on the power of brand storytelling, becoming information hubs, and the differentiation this brings in conversational AI environments.

Key Discussion Points & Insights

1. The Rise of Brand Storytelling in AI-Generated Results

• Timestamps: 00:54 – 01:52, 03:20 – 04:17
• Brands that do more than just sell products—those that build strong narratives and foster interactive engagement—will excel in AI-powered conversational spaces.
• Companies should evolve from mere retail outlets to publishers and content creators.

Quote:

"Brands that have a lot more to do with their brand than just being a place to sell or buy products are going to have a lot of fun in the conversational space."
— Josh Bliskell [00:54]

2. Being an Information Hub Unlocks AI Opportunities

• Brands that position themselves as resources and authorities—offering educational and engaging content—can shape how they are represented in generative platforms.
• Citing HubSpot as an example, Josh explains the advantage of having so much brand "ephemera" (content, stories, expertise) that AI agents can draw from it in response to conversational queries.

Quote:

"It provides tremendous opportunities to influence conversations across the board. Like a HubSpot…there's just so much brand ephemera…it's very different than a company that's just out there to say, hey, we sell precision drilling equipment."
— Josh Bliskell [01:11]

3. Contextualizing Brand Presence in Conversational AI

• In AI search, generic product brands struggle to insert themselves contextually into conversations.
• Brands with helpful, entertaining, or unique information can naturally appear in AI responses and content.

Example:

• If someone asks, “How to tie your shoes?” ChatGPT might not recommend a specific purchase, but could surface an article by a brand like Converse about fun shoelace-tying techniques—making the brand an organic part of the conversation.

Quote:

"Converse basically owns a walking billboard on every ChatGPT chat where someone asks that question….you can do that in ChatGPT, where everyone thinks it's all gray and flattened. You can actually have a lot of fun by contextualizing what you're doing."
— Josh Bliskell [03:36]

Notable Quotes & Memorable Moments

• On the advantage of rich branding:

  “I think brands that can make themselves into more of an information hub, like really thinking about yourself as a publisher, if that makes sense.”
  — Josh Bliskell [00:54]

• On the AI conversational challenge for niche brands:

  “It's very difficult for me as a conversational user…to understand the different areas that I might want that precision drilling equipment or how to contextualize. And it serves brands…if you’re able to contextualize.”
  — Josh Bliskell [03:20]

• On leveraging AI for brand creativity:

  “You can do that in ChatGPT, where everyone thinks it's all gray and flattened. You can actually have a lot of fun by contextualizing what you're doing.”
  — Josh Bliskell [04:11]

Segment Timestamps

• [00:43] — Crystal ball question: AI-powered winners
• [00:54] — Brands as storytellers and publishers
• [01:11] — Example: HubSpot's advantage in the AI era
• [03:20] — Contextual brand involvement in conversational search
• [03:36] — Converse example: Information integration in AI
• [04:17] — Episode wrap-up and closing thoughts

Conclusion: Actionable Takeaways

• Brands that focus on rich storytelling and becoming authoritative information sources will gain greater visibility and influence in AI-generated search and conversational interfaces.
• The future of SEO and content marketing in the AI era is not just about selling but about building content ecosystems that AI can draw upon, making brands a natural and trustworthy part of search results.

For more from Josh Bliskell or to reach out, check the episode show notes for his LinkedIn profile and company information.