What Every Entrepreneur Needs to Know About Winning Customers in the Age of AI

For years, businesses grew by following a simple formula: build a website, create content, improve SEO, and generate leads through Google. Today, that approach is changing fast.

On a recent episode of Profitability Playbook: The Simple Numbers Podcast, Bob Ruffolo, founder of IMPACT, joined hosts Brandon Gray and Mike Maxson to discuss how artificial intelligence is transforming the way customers purchase products and services.  

The Buyer Journey Has Changed

Traditionally, buyers searched Google, compared websites, read reviews, and researched options before contacting a business. Inbound marketing was built around this process.

Today, many buyers are skipping search engines altogether and asking AI tools directly:

• Who is the best company for my needs?

• What solution should I choose?

• How much should I expect to spend?

Instead of clicking through multiple websites, AI performs the research and delivers recommendations. According to Bob, as much as 80% of the buying process often happens before a company even knows a prospect exists.

The challenge for businesses is no longer simply ranking on Google. It's becoming the company AI recommends.

The Foundation Is Still Trust

While AI may feel like a technological revolution, Bob argues the fundamentals haven't changed.

Businesses that deliver exceptional service, solve customer problems, build strong reputations, and consistently demonstrate expertise are more likely to earn recommendations from both people and AI.

As he puts it, the first step toward AI visibility is simple:

Run a great business.

AI is designed to mimic human decision-making, so it values many of the same trust signals buyers use when evaluating companies.

What AI Looks For

After studying how platforms like ChatGPT, Gemini, and Perplexity evaluate businesses, IMPACT identified several factors that consistently influence recommendations.

These include:

• Customer reviews

• Awards and industry recognition

• Video content and YouTube presence

• Thought leadership

• Detailed case studies

• Clear descriptions of products and services

Case studies are particularly valuable because they provide proof that a company has successfully solved problems similar to those a potential customer is facing.

Two Changes Every Business Can Make Today

Bob highlighted two actions entrepreneurs can take immediately:

1. Be Clear About Who You Serve

Many business websites are too vague. Clearly explain:

• What you do

• Who you're a fit for

• Who you're not a fit for

• What makes your solution different

The more specific you are, the easier it is for AI to understand when your business is the right recommendation.

2. Address Pricing

One of the biggest mistakes companies make is avoiding conversations about cost.

You don't have to publish a full price list, but you should explain:

• Typical pricing ranges

• Factors that influence cost

• What drives prices higher or lower

Bob noted that pricing transparency is often a key factor in whether AI includes or excludes a company from recommendations.

The Biggest Competitive Advantage? Education.

The episode ended with a simple but powerful message: don't outsource your understanding.

Before investing in new marketing tactics, entrepreneurs should invest time learning how customer behavior is changing. Read, research, ask questions, and understand the landscape before spending money.

The businesses that win over the next decade won't necessarily be those with the biggest marketing budgets. They'll be the companies that build trust, communicate clearly, educate their audience, and make it easy for both humans and AI to understand why they're the best choice.

Final Thoughts

AI is changing how customers find businesses, but trust still drives buying decisions. Companies that clearly communicate their expertise, showcase proof of results, and address customer questions openly will be best positioned to earn both customer attention and AI recommendations.

If you would like help navigating the increasingly AI-driven landscape, contact us.