What Does AI Know About You?

When you have a question, do you ask AI or do you search?

Our default setting is shifting from search to “Ask AI”. By 2028, half of all searches will be AI-generated answers, not links.

Even Google had to adapt. They integrated AI Overviews into search results because the shift was undeniable: when users start trusting AI answers over clicking links, the entire search paradigm shifts. And as AI agents begin making decisions autonomously, being cited becomes even more critical.

And here's what this means: If AI doesn't cite you, you're invisible.

The Expertise Barrier Is Breaking

Right now, expertise is gated by credentials, geography, and access.

The researcher in Coimbatore with breakthrough climate solutions can’t reach Washington policymakers. The supply chain analyst in Ohio who solved a critical logistics problem can’t access Fortune 500 procurement chiefs.

Not because their insights aren’t valuable, but because visibility and credibility signals are broken.

AI fixes this.

Welcome To GEO: Generative Engine Optimization

Remember SEO? That was about gaming Google’s algorithm to rank higher in link lists. GEO—Generative Engine Optimization—is different. And it rewards clarity over credentials.

When ChatGPT or Perplexity answers a question, it doesn’t care about your LinkedIn title or conference keynotes. It cares about one thing: Is your thinking clear, well-documented, and citable?

48% of AI citations come from community sources, not just official websites. A well‑structured post on Reddit or LinkedIn can be just as discoverable as content on your polished site.

The playing field has shifted.

AI Citations Are The New Credibility Signal

Yes, the IP concern is real and creators have legitimate grievances about AI training. But while that debate unfolds, a different shift is happening: visibility now matters as much as protection.

If your expertise isn’t discoverable, it doesn’t matter how valuable it is. The therapist with breakthrough methods that stay in her practice notes. The analyst with solutions that never leave internal docs.

Your value shifts from what you know to being known for knowing it. When someone needs that expertise applied to their specific situation, they're not hiring the AI—they're hiring you.

Being cited builds authority. Being invisible makes you irrelevant.

How To Engineer Your Relevance

Princeton researchers found that adding statistics and expert quotes to your content increases AI visibility by up to 40%. AI models recognize cited, structured information as authoritative.

Here’s the playbook:

• Write with structure: headers, bullets, and clean sections make you easier to parse than a wall of text.

• Include evidence: “30% efficiency gains” beats “works well” because numbers make you citable.

• Cite your sources: link out and reference primary research so AI can see you participating in the knowledge graph.

• Post where conversations happen: Reddit, LinkedIn, YouTube, and Wikipedia. Nearly half of AI citations come from community and user-generated sources.

• Use precise language: “cold-start problem in marketplace design” travels further in AI than “helped a startup grow.”

What this enables:

• A therapist documents her anxiety treatment framework → AI surfaces her methodology when people search for help → More patients find her practice.

• A sustainability consultant shares case studies of corporate carbon reduction → AI cites his work → Companies reach out for implementation guidance.

• Your expertise becomes discoverable to everyone who asks the right question.

Your Next Step

When the best answer surfaces from anywhere on Earth, we solve problems faster.

Test this now. Open Perplexity. Search your domain of expertise. See whose thinking shapes the answer.

If it's not yours yet, you've just found your next move.

Until next time,

Ram

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Ram Srinivasan MIT Alum | Author, The Conscious Machine | Global Future of Work and AI Adoption Leader published in Business Insider, Fortune, Harvard Business Review, MIT Executive Viewpoints and more.

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A Message From Ram:

My mission is to illuminate the path toward humanity's exponential future. If you're a leader, innovator, or changemaker passionate about leveraging breakthrough technologies to create unprecedented positive impact, you're in the right place. If you know others who share this vision, please share these insights. Together, we can accelerate the trajectory of human progress.

Disclaimer:

Ram Srinivasan currently serves as an Innovation Strategist and Transformation Leader, authoring groundbreaking works including "The Conscious Machine" and the upcoming "The Exponential Human."

All views expressed on "Substrate" and across all digital channels and social media platforms are strictly personal opinions and do not represent the official positions of any organizations or entities I am affiliated with, past or present. The content shared is for informational and inspirational purposes only. These perspectives are my own and should not be construed as professional, legal, financial, technical, or strategic advice. Any decisions made based on this information are solely the responsibility of the reader.

While I strive to ensure accuracy and timeliness in all communications, the rapid pace of technological change means that some information may become outdated. I encourage readers to conduct their own due diligence and seek appropriate professional advice for their specific circumstances.