Why AI Search Changes Everything Marketers Measure with Thomas Peham

Jul 7, 2026

Adsy Talks ep. 12

Host

Anthony Fedosenko

Anthony Fedosenko is the host of Adsy Talks, where he sits down with leading voices in SEO, marketing, growth, and tech to explore what happens after visibility. His conversations go beyond tactics and trends, focusing on the decisions, systems, and ideas that turn traffic, authority, and brand presence into real business results.

Guest

Thomas Peham

Thomas Peham joined Adsy Talks to explore how AI search is changing the way brands get discovered, mentioned, and understood online. Co-founder and CEO of OtterlyAI, Thomas is known for his work on AI search visibility, GEO, prompt research, and brand tracking — helping marketers understand what it takes to earn meaningful visibility across ChatGPT, Google AI Overviews, and other emerging search experiences.

Episode Summary

🤯 One single Reddit comment caused a major brand to get negative sentiment across ChatGPT. You don’t want this situation, right? Then, this video is your must-watch. In Episode 12 of Adsy Talks, Anthony sits down with Thomas Peham, co-founder and CEO of Otterly AI, to unpack what most marketers are still getting wrong about AI search, and why treating it like SEO with a shiny new acronym is one of the most expensive mistakes a brand can make right now. ❗ Spoiler: AI search is not only a traffic channel. It's a brand channel. And most teams aren't measuring it like one. In this episode, you'll unpack:

🔍 Why ChatGPT is a brand channel (not a traffic channel) and what that changes

💬 How one Reddit comment can quietly destroy your brand sentiment across AI answers

📝 The gap between how you describe your brand and how AI actually describes it

🎯 Why brand mentions are now the primary driver of AI visibility

📣 The revival of digital PR and why Wikipedia is massively underutilized right now

🧪 How to design AI search experiments that actually isolate real signals from noise

📊 What metrics Thomas actually trusts and what he'd remove from every dashboard

🏕️ Why AI visibility isn't a one-person job or a Formula 1 car but rather a camping bus

🎮 Plus: Keep One Kill Two: a game where backlinks, rankings, and Reddit fight for survival

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