The New Web: Attracting AI agents and BOTS

The Whirlwind of Change

The landscape for a digital marketer is changing at lightning speed. Just when you thought you had the latest trends down, a new breakthrough emerges, reshaping the game. There are significant shifts every marketer needs to be across. The first I have been speaking about for several months, AI discoverability by consumers - AI to C. The second is Cloudflare’s groundbreaking #Pay-per-Crawl announcement in July 2025. For marketers, publishers, and technologists, the message is unequivocal: adapt or be left behind.

The Rise of AI discoverability

Traditional SEO is no longer sufficient. Today, more than 60% of searches end without a single click, as users receive instant answers from AI-generated summaries. This #zero-click trend is upending decades of marketing playbooks and placing unprecedented pressure on brands to be discoverable—not just by humans, but by the AI bots that now mediate most digital experiences.

Why Substack and authority sites matter

Platforms like Substack have emerged as unexpected power players in this new ecosystem. Their strength lies in their authority and expertise. AI models prioritize content that demonstrates expertise, authoritativeness, and trustworthiness (E-A-T). Substack’s author-driven model, with clear bylines and original research, aligns perfectly with what AI bots seek when surfacing content.

AI Bots Cite Substack Articles: due to their perceived credibility.

Minimal Platform Branding: The lack of overt platform branding means the author’s expertise stands out—a key signal for AI models.

Organic Discovery for Brands: Brands publishing on authority sites (not just their own blogs) are more likely to be referenced by AI, driving organic discovery.

Top of Minds: Nike and the Substack strategy

Nike a DTC force and brand, from my hometown, known for its innovative marketing, has quietly launched on Substack. This move is strategic and multifaceted.

By publishing on Substack, Nike can:

Leverage Pre-Existing Authority: Substack’s audience is already primed to value and trust content from authoritative sources. Nike’s presence on this platform enhances its credibility and ensures that its content is more likely to be cited by AI bots.

Infuse Content with Product Links: Nike can infuse its contributions with links to products, driving organic traffic and sales. This approach is more subtle and effective than traditional advertising, as it aligns with the platform’s ethos of providing valuable, expert-driven content.

The Future of Influencers in a New Era

Leading brands such as American Eagle and The Real Real are handing over some of their communications to Substackers like Casey Lewis and Jalil Johnson. These influencers already have a strong following and authority in the newsletter world, making their content more likely to be picked up and cited by AI bots. By infusing their contributions with links to products, these brands are leveraging influencers' pre-existing authority to drive organic discovery and sales.

Casey Lewis and American Eagle: Casey Lewis, a prominent Substacker, is a respected best known for her newsletter "After School", which explores youth culture, trends, and .has been collaborating with American Eagle to create content that resonates with her audience and subtly promotes the brand’s products. This strategy has led to increased engagement and higher conversion rates.

Jalil Johnson and The Real Real: Jalil Johnson, known for his expertise in fashion and luxury goods, has been working with The Real Real to produce newsletters that highlight the brand’s offerings. His content is not only authoritative but also highly discoverable by AI, leading to a significant boost in brand visibility.

Part of a broader trend leveraging trusted voices as influencers with impact vs. engagement?

This trend suggests a new future for influencers. Instead of relying solely on social media platforms, brands are turning to Substack and other authority sites to leverage the credibility and reach of these influencers. The key is to create content that is both valuable and aligned with the brand’s goals, ensuring that it is not only read by humans but also recognized and cited by AI bots.

Australian brands embracing the Substack strategy

In Australia, brands are also recognizing the potential of Substack and similar platforms. For example:

Country Road and Sarah Harris: Country Road Group , a well-known Australian fashion brand, has partnered with Sarah Harris, a respected fashion journalist and Substack writer. Harris’s newsletters often feature Country Road products, providing a natural and authoritative way to promote the brand.

JB Hi-Fi and David Smith: JB Hi-Fi , a leading electronics retailer, has collaborated with David Smith, a tech enthusiast and Substack author, to create content that educates readers about the latest gadgets and subtly includes links to JB Hi-Fi’s product pages. This strategy has helped JB Hi-Fi reach a more engaged and tech-savvy audience.

The Formula for Attracting AI Bots

What does it take to win in the age of AI discovery? Here’s the evolving playbook:

Publish on Authority Sites: Contribute to platforms like Substack, Medium, and respected industry journals.

Demonstrate Expertise: Share original research, case studies, and thought leadership with transparent authorship.

Optimize for AI Consumption: Structure content with clear headlines, FAQs, and schema markup to help bots parse and cite your work.

Build a Digital Footprint: Engage in guest posts, interviews, and collaborations—AI bots value consistent, cross-platform authority.

Multi-modal matters: rich media, podcasts, video and generated by super fans pushes ranking!

Recency is paramount: It needs to be recent, the AI bots love the latest!

Monitor and Adapt: Use AI search analytics tools to track how your brand is referenced and cited across AI platforms.

Your Security Collaboration Super Power : How are you collaborating with your security advisor? Are BOTS allowed? Are you monetizing?? None of the above matters if you are not!!!

Why This Matters Now!!!

Cloudflare’s recent move to require bots to pay for content access signals a new era where content is currency and every interaction with an AI bot can be monetized or strategically managed. As AI search engines become the default interface for information, the brands that main discoverability will own the next decade of digital influence.

Quick Comparison: Traditional SEO vs. AI Bot Discoverability

The Takeaway for Marketing Leaders

The formula for attracting AI bots is the new marketing superpower. It’s not about gaming algorithms—it’s about building genuine authority, publishing where AI looks for answers and structuring your content for the next generation of discovery.

If you’re not already investing in AI discoverability, now is the time. The brands that move first will define the next era of digital influence—both with humans and with the bots that increasingly shape what we see, know, and buy.

Let’s Start the Conversation

How is your brand preparing for the era of AI-powered discovery? What strategies have you found effective in attracting AI bots? Share your insights below! #AIdiscoverability @AIbots #AIMarketing Kiki Dunlaevy Elisha Akhtar Simone Clow Dina Levy Aja Bradley Kemp Tina Clark Vanessa Bell Ibrahim Hamza Noah Herschman Elissa Green Robyn Hill Katerina Ali Kimberly Yurisich Kiarne Treacy Tory Archbold