The study, which analysed thousands of brand recommendations across six AI answer engines, also found that AI systems are learning at an unprecedented pace. So, if different AI platforms are building trust in different ways, how should marketers adapt their strategies to stay discoverable across an increasingly fragmented AI landscape? As different answer engines increasingly rely on different sources, experts argue the bigger challenge is ensuring those systems arrive at a consistent understanding of a brand. Different AI engines, she explained, can develop entirely different understandings of the same brand depending on the sources they access. When information is well structured and supported across trusted sources, it becomes easier for answer engines to retrieve, verify and recommend.