Typeface has published research suggesting many marketing leaders believe brands are sacrificing quality and authenticity to improve visibility in AI systems. The survey covered more than 500 marketing leaders in the US and UK.

The findings point to growing tension as companies adapt content for AI agents and chatbots that increasingly shape how consumers discover brands. According to the research, 62% of respondents said brands are sacrificing content quality for AI citations, while 61% said the same of brand authenticity.

The concern comes as most marketers expect AI to become a major discovery channel. The survey found that 97% expect AI to be a top-three way people discover their brand by 2030, and 90% said their teams are prepared to shape how AI describes their brand.

Yet the data also suggests a gap between confidence and operational readiness. Only 39% of respondents said they have a fully connected content lifecycle in place, despite 93% saying such a system is important.

The research suggests brands are already creating material with machines, rather than people, in mind. Some 68% of respondents said they are producing content experiences for AI that humans will likely never see.

The shift is happening alongside changing views on search. About 64% said AI chatbots will drive more brand discovery than traditional search within three years, while 49% said they plan to deprioritise or stop investing in search engine optimisation.

The survey also found limited alignment inside many organisations over how to handle AI visibility. Only 30% said functional teams collaborate closely on the issue using shared tools and metrics, while 40% said teams mostly work independently or in silos.

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