How To Build Authority with AI

What happens when AI starts deciding who gets seen as an authority, and gets trusted and recommended?

Whether we like it or not, tools like ChatGPT, Perplexity, and Google’s AI Overviews are already shaping how people discover businesses. The question is this: when AI goes looking for information about you, what story is it finding?

In this episode, I sit down with PR strategist Cindy Woolley, founder of C2 Communications, to talk about the surprising connection between public relations, AI search, and business visibility. We dig into why credibility matters more than ever, how AI determines who sounds trustworthy, and what business owners can do now to strengthen their digital footprint.

Cindy shares what happened when she tested AI-generated press releases (spoiler: they were terrible), why AI should be treated as a tool—not a replacement for human expertise—and how to create an authority blueprint that helps both people and AI understand what you do.

We also cover practical strategies like optimizing your LinkedIn profile, using podcast appearances to build authority, creating thought leadership content with real-world insights, and leveraging third-party validation through media mentions, partnerships, and expert contributions.

If you’ve been wondering how to stay visible, credible, and relevant in a world where AI is becoming the gatekeeper, this conversation is for you.