26/02/2026
Search is evolving faster than most brands are prepared for.
Jade’s latest article for Forbes Agency Council examines the structural bias embedded in AI search systems, and why startups cannot simply optimise their way past it.
AI models rely on historical authority, brand familiarity and established trust signals. That means incumbents step into the AI era with a built-in advantage. Visibility is shaped by legacy data as much as present performance.
For founders and marketing leaders, that changes the strategy.
It’s no longer just about ranking.
It’s about becoming a recognised source within the ecosystem AI draws from.
If your brand isn’t part of the dataset AI trusts, it won’t be part of the answer.
Read the full article here:
https://www.forbes.com/councils/forbesagencycouncil/2026/02/23/the-hidden-bias-in-ai-search-that-st…
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