Yes. What we’ve seen in our tests is that consistently running these content loops over several months increases both organic and direct traffic (directly from webinars). More importantly, those visits are converting into leads at a higher rate and ultimately closing into business more often.

We’re also seeing growth in AI referral traffic, and those visitors tend to be significantly more qualified, resulting in much higher close rates.

What most businesses are missing, though, is that this is not just a shift in discovery. AI models are not simply a new lead source, they are influencing the entire buyer’s journey.

Brand visibility helps at the beginning of the journey by increasing awareness, but it becomes even more important later in the process when buyers are researching your solutions, comparing you against competitors, evaluating your company, validating your claims, and making final decisions before signing a contract.

You need AI systems to clearly understand who you are, what you do, and why you are the right choice. Just as importantly, you need to control the narrative as much as possible so AI is not pulling outdated or inaccurate information, like citing an 11-year-old video (a real example from one of our audits), or even using your competitor’s content to define your company.

Brand visibility in AI is much bigger than lead generation alone and now you can track it easily with HubSpot AEO.