What’s hot right now: The rise in AI search and the role thought leadership plays
AI is transforming how people search and how your brand is discovered. Tools like ChatGPT, Claude and Perplexity are becoming go-to sources for answers.
Google is following suit with its upcoming AI Mode (announced in May), which replaces traditional blue links and its AI overviews with more conversational capabilities.
This shift means brand visibility is no longer just about SEO or rankings. It’s about being mentioned in the right places, in the right format, at the right time – so AI includes you in its search summaries.
TL;DR about Large Language Models (LLMs) behaviors and preferences:
- For broad or timeless questions, it pulls from training data that includes sources like Wikipedia, news articles, books and public websites available up to early 2024.
- For current or time-sensitive questions, it scans the live web to find the most relevant and recent information.
So, where and how should you prioritize thought leadership? Content only makes it into AI-generated summaries if it’s:
- Published in trustworthy, high-signal outlets (think trade publications, national outlets)
- Structured in a way that AI can easily parse and credit (this is something you control in your trend reports, blogs or other owned content!)
- Recent and relevant to the searcher’s current needs
Speaking of searcher’s needs… In a previous newsletter, we talked about micro-moments and the importance of those high-intent, in-the-moment searches. They’re even more important now with this AI search shift. When someone turns to ChatGPT and asks: “Top CPG launches in summer 2025” or “What food trends are blowing up on TikTok this week … that’s your window to show up.
How do you ensure visibility? Start by:
- Securing high-authority mentions: Get your brand into trade articles, listicles and review sites. These types of third-party validation are strong signals for AI models when deciding what to include in summaries.
- Publishing original data: Research, benchmark reports and trend forecasts are highly cited by AI. Releasing proprietary insights also positions your brand as an industry expert. It’s a win-win.
- Joining the public conversation: AI tools are now pulling insights from social platforms like LinkedIn and Reddit. Sharing expert perspectives and engaging in relevant discussions increases your odds of showing up in AI-driven results.
- Making your content machine-friendly: Use consistent keywords, apply schema markup to your site and publish frequently. These steps help search engines and AI tools recognize your content as current, credible, and contextually relevant.
Read more in this blog on AI Search’s impact on discoverability.
Industry News:
Nation’s Restaurant News’ Influencer Insider column published data on what’s driving Gen Z and Millennial food choices in 2025.
To uncover dining motivations and eating habits amidst economic uncertainty, Brilli™ surveyed 548 Gen Z and Millennials following influencers @zackaryeats, @danielromeohh and @blakesmunchies.
Data highlights:
- Dining out is still the norm: Only 4.5% say they aren’t dining out right now.
- Emotional eating is real: 43.4% turn to comfort food when stressed.
- Portion sizes are important: 57.1% say portion size and value matter most; only 22% prioritize a unique vibe or experience.
What the data means for food marketers:
- Nostalgia marketing isn’t going anywhere: People are craving comfort and familiarity—emotional resonance still wins.
- The value wars continue: Portion sizes and price matter, so your messaging needs to emphasize that clearly.
- Health is a priority: If you have relevant products, partner with micro-influencers who have a wellness niche to align your brand with health-forward options.
But the bottom line was this: motivations for dining decisions were split. Choices were almost equally driven by health and dietary goals, budget and emotion. This points to a need for intimately understanding your target and what influences them. It underscores the importance of targeted campaigns in a fragmented attention economy.
Read more in our blog.
Belle’s bylines:
- Greenbook: How social media communities and influencers are reshaping market research
- PMQ: Why influencer-driven marketing is ramping up in the pizza industry
- FoodService Director: Does student feedback need a new messenger? Campus dining makes moves toward social-driven research for Gen Z
News we’re noting:
- From aisle to algorithm: Why Gen Z’s frozen food discovery starts on TikTok, not in the freezer aisle: Social media is slowly replacing in-store promotions as the top trigger for frozen food trial.
- How podcasting took over the restaurant industry: Audio is changing the way industry pros swap insights and connect.
- Meeting consumer expectations for innovation is critical for driving loyalty: 54% of consumers think it’s important for brands to innovate on a consistent basis with 36% of consumers expecting innovative products monthly from grocery brands.
- Convenience stores are becoming culinary destinations: This trend mirrors what we heard at the NRA Show – C-stores point to major opportunities for foodservice brands.
- Deloitte’s 2025 State of Social Research: People follow twice as many creators as brands on social media, reinforcing the power/importance of influencers in social strategies.
Fresh off the press: Client wins
- Morning Brew Daily: Chipotle’s new dip to the rescue? (Featuring Rubix Foods’ Flavor Fight Report)
- FoodBev: Botanicals in bloom
- Foodservice Director: Texture is trending on menus as consumers seek multi-sensory eating experiences
- The Food Institute: Tiny tastemakers: Gen Alpha dubbed ‘The Foodie Generation’
- The Food Institute: The diet of the future: Seaweed, kimchi, ancient grains
- Nation’s Restaurant News: Menu tracker: New items from Chick-fil-A, Dunkin’, Sonic Drive-in, Texas Roadhouse and Nékter Juice Bar
- CulinaryWoman: A Memorial Day collection of taste tests
- Chowhound: 14 best snacks to pair with bourbon
- Bottle Raiders: Last month distilled: The biggest beverage news, releases and more from May 2025
- Columbus Business First: Columbus distillery CEO: First acquisition likely won’t be last
- Industry Today: Preparing for volatile energy markets this summer
- Work Truck Online: How next-generation CNG engines are changing perceptions in the fleet industry
- Electrical Industry News Week: IDEAL Electrical™ launches no-mess aerosol version of popular ClearGlide® wire pulling lubricant
- EV Engineering & Infrastructure: How Li-ion batteries are powering the shift in off-highway equipment
- EV Engineering & Infrastructure: Why outdoor charging demands specialized battery connectors
- Connector Tips: High-power connectors deliver up to 480 A
- Ohio Magazine: Rediscover retro glassware at Lancaster’s Gay Fad Studios
Belle headlines
We’re GOLD medalists alongside our amazing partners, Rubix Foods! Our teams won the Influencer Marketing Category at the Association of National Advertisers B2 Awards.
Among all entries in 50 categories, our campaign was also named a Top 5 finalist for “Best In Show”, standing alongside global B2B marketing giants.
The ANA B2 Awards honor the most innovative, effective and creative work in B2B marketing. Thank you to our partners at Rubix, who are committed to thinking big, pushing boundaries and breaking the status quo in B2B. 🥂
