I can’t judge if this is true. I’m nowhere near the world of brand influence and SEO. I’m more of an effluencer than an influencer.
If this is true, it may be the first GOOD result of AI. The author, a marketer, says that Google’s AI-based search imposes more discipline on companies. They won’t be able to play their usual tricks to gain search ranking, because Google judges customer experience as measured by social media, along with the deeper “meaning” of the brand. Companies that want to rank higher on Google need to rank higher with their customers, not with a few well-placed influencers. (Talking to you, Bud Light.)
Polistra's Mill 