What AI-powered search means for food & ag brands— and how to keep showing up where it counts.
Let’s be honest. Search doesn’t work like it used to.
For years, the playbook was pretty straightforward: Pick the right keywords, rank on Google, get traffic. But today, the way people look for answers, and how they find and trust brands, is changing fast.
A few things happening right now:
People (myself included) are skipping traditional Google searches and going straight to TikTok, Reddit or ChatGPT
Google is rolling out AI Overviews that summarize answers before showing links
Voice search, smart assistants and chatbots are becoming first-stop sources for information
That means it’s not just about ranking anymore. It’s about being quoted, cited, shared, engaged with AND included in AI answers.
And if your content doesn’t teach AI that you’re credible, you might be invisible… even if the work you’re doing is rock solid.
In Ag and B2B Food, the handshake still matters; but content is what gets you to the table
We know how this goes: A produce buyer isn’t googling “best fertilizer blend for stone fruit” and clicking the top link. They’re texting their rep. They’re having coffee with someone at a trade show. They’re making decisions after a demo, a field trial or a conversation with someone they trust.
But here's what’s new: even relationship-driven decisions are starting or ending with a search. And increasingly, AI is helping people do that homework.
Think about it:
Did they remember your company name and Google it later?
Did ChatGPT mention your brand when they asked for “traceable produce suppliers in California”?
Did someone search for you after seeing your booth or logo at a show?
If your content doesn’t show up, or worse, doesn’t show your value - you’re missing out on the second handshake, the one that makes or breaks your bottom line.
What AI-Powered Search Means for Food & Ag
If you’re not discoverable, you’re invisible. Even if the sale still closes in person, AI might be building the shortlist.
Your first impression is now digital. AI could summarize your business before your sales team ever gets a call. Make sure it gets the story right.
Search terms are shifting. No one’s searching “best panko vendor.” But they are asking, “What coatings stay crispy in fryers?”
Your buyers are more digital than you think. Millennials and Gen X are taking over operations. They’re less into cold calls and more into researching on their own time.
Events need a digital follow-through. Saw your booth at OPS? Great. But what do they find when they look you up after? Try it! You might (promise you will) be surprised.
Your Content Needs a Strategy That Works for Both People & AI
It’s not about “gaming” search or chasing the next thing. AI isn’t going anywhere, so we all might as well use it to our advantage. Figure out ways to build trust, show relevance and ensure your content is clear enough for AI to use, and, more importantly, strong enough to earn real-world attention.
Here’s what works now:
Solve real problems. Write FAQs, how-tos, and explainers in the voice your buyers use
Use different formats. Articles, videos, short posts, visuals—meet your audience where they’re scrolling
Structure it right. Use headers, schema markup, and clear formatting so machines can parse your content
Own your channels. Newsletters, resource hubs, podcasts, LinkedIn—where you control the message
Keep your website sharp. If your homepage wouldn’t impress your top customer, it’s time to tighten it up
Still Skeptical? Fair.
AI isn’t perfect. It misses context, skips nuance and sometimes gets things flat-out wrong.
But it’s already shaping how buyers find and perceive you.
And if you’re not filling in the blanks with good content, AI will do it for you.
Think about it this way, you might not trust that one guy or gal; but it’s not going to stop them from sharing their perspective and what they know.
Coming Soon: A Content Checkup Built for Food & Ag Brands
We’re offering audits to provide a holistic, helpful readout of how your brand shows up online:
Where you show up in AI answers and search
How your content is structured and cited
What topics your buyers are searching (and how you can create for them)
Want to be first in line? Let us know here.
TL;DR:
The handshake still matters. But the search, often AI-powered, is happening before it.
If you want to be part of the conversation, you need content that does more than list your offerings.
It needs to teach. Build trust. Show value.
And it needs to be clear enough for an algorithm and convincing enough for a human.
So keep an eye out, Content Check-up drops later this season.
