“That’s too dumb to ask.”
The questions people won’t ask you out loud are the exact ones they’re typing into ChatGPT at 11pm.
Terri answered the question about what businesses can actually do to show up in AI search. She said the brands quietly winning at this aren’t the ones gaming the algorithm. They’re the ones answering the human stuff.
The worries. The “I don’t understand the process.” The misconceptions about your industry. The things people feel a bit silly asking a real person.
This is exactly the stuff we dig into in our brand discovery sessions. We ask the questions most people skip past, the layered, slightly uncomfortable, “why does this even matter to your customer” ones. That’s where the real human insight lives, and it turns out that’s also what AI is rewarding.
We reckon if you’re building a website around what your audience is actually stressed about, you’re already doing the work AI rewards, even if that was never the goal. The brands that do this well show up in AI search almost by accident.
So the homework isn’t “optimise for AI.” It’s getting honest about what your customers are quietly worried about, and answering those questions plainly on your site, especially the ones that feel too obvious or too small.
That’s where the niched searches live. That’s where trust gets built.
More snippets from the panel dropping bit by bit.
Save this one if you’ve ever caught yourself writing website copy that sounds smart but says nothing.
#search2 #aivisibility #brandstrategy #stepneysupper #adelaidemarketing
Do you even exist in AI?
That was the question we sat with at Stepney Supper’s Search 2.0 panel (@stepneysupper ) and honestly, it’s the one every business owner should be asking right now.
Search is changing fast. People aren’t just Googling anymore, they’re asking ChatGPT, Claude, Perplexity and Gemini for recommendations, shortcuts and “just tell me what to do” answers. If you’re not showing up in those conversations, you may as well be invisible.
We covered a lot of ground:
→ How the machine actually “thinks” (spoiler: it doesn’t)
→ What being found really means in 2026
→ The shift from keywords to answers, trust and reputation
→ Why earned media now drives more of your AI visibility than your own website
→ Spotting AI slop and proving your content is actually yours
→ Where ad spend is genuinely working, and where it’s quietly being wasted
Huge thanks to our table host Justina Gardiner for steering the conversation, fellow panellists Celia Harding, Simon Morelli, Sam Phillips and Luke Heffernan for the brain food, and @stepneystudios for setting the table.
The whole discussion was a lot to digest in one sitting, so we’ll be posting short snippets bit by bit over the coming weeks.
Follow along so you don’t miss them!
#aivisibility #brandstrategy #adelaidemarketing #adelaidebusiness #futureofsearch
Join us for great food and drinks and even better conversation 🍷🫒
With another successful Stepney Supper complete, stay tuned for our next upcoming event…
Follow @stepneysupper for ticket sales & updates! 🎟️
Network with like-minded professionals and join a discussion with industry leaders.
Open new doors and connect with a diverse group of driven individuals across multiple industries 🎥📊
Come hungry, leave clever🍴🍷
Discover more @stepneysupper
Stepney Supper is about bringing industry and community together, and keeping knowledge current.
But more than that — it’s about creating something people actually want to be in the room for.
4 events in and it feels like we’ve got something special here.
Grateful for every panellist who’s said yes, every person who’s shown up, and Stepney Studios for backing it.
Next one is June 12 — and this one’s going to move fast.
AI isn’t the end of learning in classrooms.
It’s opening new perspectives for how kids explore ideas, ask better questions and think more deeply.
The future of learning might actually be more human than we expect.
đź“Ł Episode 3 is live, link in bio or find it wherever you get your podcasts.
Last night we hosted Stepney Supper’s first event of 2026: Battle Of The Media.
A lively panel discussion across the media landscape, unpacking what’s working, what’s misunderstood, and how attention is actually earned right now.
Thank you to our table host @samdavies.x and our panellists Nicole Burton, Oliver Raggatt, Dominique Basile, Karen Nelson-Field and Alexandra Duggan for a thoughtful, honest conversation.
Thanks to our partners @bibo_barandeatery , @piratelifebeer , @alphaboxdice , @proavsolutions and of course @hannpc from @hpcadl
And we are live again with @humansarentrobots_ podcast! This season join myself and @hpcadl as we dive into the messy world of what makes life and work human. Our first guest this year is @pstclair from @_weare54 chatting all things @livgolfadelaide and what makes Adelaide tick! You can find us on Spotify and all your favourite podcast apps!
Event management and strategic planning for Stepney Supper’s Event - AI and Intellectual Property: Who Actually Owns Your Media?
Still hungry? Lucky for you, our next Supper is next Thursday! Limited tickets remaining. See link in bio to register for a night full of bite-sized ideas, full-sized conversations đź‘Ź
