Jason Morris from Profit Engine warns that appearing in AI summaries doesn’t always translate to commercial success, with just 1% of users clicking through when AI answers their query. Traditional SEO strategies focused on ranking websites, but AI systems synthesise information from across the web, often citing sources users never visit. Platforms AI trustsNot all platforms carry equal weight in AI systems. Discussions are threaded, voted on by communities and frequently contain detailed personal experiences that AI systems value. Video transcripts are parsed by AI systems, and the platform’s authority means content there often outweighs similar information elsewhere.