When the buyer is a machine that thinks like a human, what breaks the tie?

By Raine Gaisford 
Buyers lean on AI-generated answers more and more these days, but when a business realises it’s not featuring in those results, the instinct is almost always to go and ‘fix’ the website. 
They rewrite the copy, sharpen the messaging and tidy up positioning. It is a logical reaction, although it’s usually only half the answer, for reasons that have less to do with the website than with the machine user now reading it.
Buyers use AI to take the