In 2025, many brands aren’t losing AI visibility because of bad content — they’re losing it because they sound like too many different people. AI search engines are increasingly favoring brands that speak with one clear, consistent voice across their entire site and content ecosystem.

In this episode, I explain why AI search engines like ChatGPT, Perplexity, Claude, and Google’s AI Overviews struggle with fragmented brand voices, inconsistent tone, and mixed messaging. We’ll talk about how AI builds a “personality model” of a brand, and why internal inconsistency creates uncertainty that leads to invisibility.

I break down how multiple writers, agencies, templates, and legacy content can quietly undermine AI trust — even when each piece of content looks good on its own. We’ll also explore how AI interprets voice consistency as reliability, and why sounding like one knowledgeable person matters more than ever.

If your content feels polished but scattered, or if different pages explain your brand in slightly different ways, this episode will help you understand what AI is seeing — and how to fix it.