AI rewards expertise, not ad spend: Challenger brands can compete by becoming the best answer, not the biggest spender. While that may sound terrifying to local incumbents, if you’re a challenger brand, it should sound like the opportunity of the decade. Why the answer economy just doesn’t careIn an AI-generated answer, models don’t care about your historical media budget or how many awards your brand has won. We’ve seen time and again how inconsistent information doesn’t just confuse customers, it teaches the models you’re unreliable. Brands need a golden thread of expertise that runs through everything they do.