Visibility Brief

Visibility Brief is your bi-weekly guide to brand visibility in the age of AI search. Hosted by Yext SVP of Marketing Rebecca Colwell, each episode breaks down how AI is reshaping discovery, and what CMOs, digital leaders, and transformation executives need to do to stay visible when traditional SEO no longer applies. From shifting consumer behavior to platform disruption, we go beyond the buzz to deliver clear, strategic insights you can use, fast. Featuring expert guests, original research, and real-world advice from the front lines of AI adoption, Visibility Brief helps you understand where brand discovery is headed, and how to lead through the change. New episodes every other week.

Visibility Brief is a business podcast hosted by Visibility Brief by Yext, with 22 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Visibility Brief by Yext hosts Visibility Brief, a business show with 22 episodes published.

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  Episode #21

  The AI Opportunities Hiding In Plain Sight

  Jul 21, 202620 minS1

  For Wells Fargo, it wasn't a flashy new AI initiative that unlocked better visibility. It was actually a 12-year-old ATM and branch locator. When the brand’s marketing team realized their location pages weren't surfacing consistently in AI search, they saw an opportunity to optimize those pages for both people and LLMs. But what started as a branch locator redesign quickly became a blueprint for how legacy brands can adapt their digital experiences for an AI-first customer journey. In this episode of The Visibility Brief, Rebecca Colwell (SVP of Marketing, Yext) is joined by Anna Vagnerini (Executive Director Digital Discovery, Wells Fargo) to explore how AI search is forcing brands to rethink some of their oldest digital experiences. Drawing on Wells Fargo's recent branch locator transformation, Anna shares how her team approached structured data, human-centered design, and AI visibility. This can’t-miss discussion reveals why sometimes the biggest opportunities are hiding in the experiences brands have overlooked for years. This episode breaks down: How to turn a utility into a high-intent customer acquisition channel Why tried-and-true digital experiences deserve a second look What "human and machine UX" really means How to measure success beyond traditional marketing metrics Why AI visibility starts with consistent, trustworthy data If you're a marketing leader wondering where to start with AI search, this episode is a reminder that the answer may not be a brand-new initiative. Sometimes the biggest opportunity is taking a fresh look at the digital experiences your customers already rely on.

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  Episode #20

  Why Local Pages Still Win in AI Search

  Jul 7, 202619 minS1

  Customers aren't just searching for brands by name anymore. Instead, they're asking highly specific questions about products, services, locations, and experiences. Whether they're looking for "restaurants near Yankee Stadium" or "catering for a 50-person office lunch," AI models cite and surface brands that have built content around real customer intent. So, how do marketers create local experiences that satisfy both customers and LLMs? And what separates a high-performing local page from one that's nothing more than a store locator? In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Steve Wiideman, President of Wiideman Consulting Group to explore why local pages have become one of the most important assets in an AI-first search strategy. Drawing on nearly 30 years of SEO experience and work with some of the world's largest restaurant brands, Steve shares why local and intent pages are now a competitive advantage – and how marketers can use them to increase visibility across both traditional and AI search. The episode breaks down: Why local pages still matter in an AI-first world The difference between location pages and intent pages What the highest-performing local pages have in common How AI is changing local content strategy Lessons from restaurant brands that adapted quickly to changing customer behavior What marketers should stop, start, and rethink when building local content Whether you're managing hundreds of locations or just getting started with local SEO, you'll learn practical ways to build pages that help customers find exactly what they're looking for, wherever they're searching.

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  Episode #19

  How to Control Your Brand’s Story in an AI-First World

  Jun 23, 202640 minS1

  In this episode of The Visibility Brief , Yext SVP of Marketing Rebecca Colwell sits down with Paul McHardy , leader of Global Search Intelligence for The Church of Jesus Christ of Latter-day Saints , to explore one of the most important questions facing marketers today: What happens when your brand is no longer the primary author of its own story? AI search now gives direct answers synthesized from review sites, third-party publishers, and creator communities — meaning that customers form an impression of a brand before ever visiting a website. This shift creates a new challenge: visibility is important, but accurate representation across every source that shapes that impression matters more. For Paul, that challenge plays out at a global scale. The Church of Jesus Christ of Latter-day Saints operates in more than 100 countries and dozens of languages, serving members while also helping curious audiences understand its beliefs, history, and identity. His team's job isn't simply to be found; it's to make sure people receive accurate and trustworthy information. The episode breaks down: Why AI is changing the role of search teams What happens when AI controls your first impression How brands can bridge the gap between internal language and the words real people actually use when searching. Why data accuracy is foundational to visibility Why AI visibility isn't just about your website The future of visibility isn't just about being discovered. It's about being understood. If you're a marketing leader trying to understand how AI is changing discovery, reputation, and brand representation, this episode offers a unique perspective from an organization navigating those challenges at scale.

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  Episode #18

  Why Constraints Create Better AI Strategies

  Jun 9, 202622 minS1

  <p>In this episode of The Visibility Brief, <b>Yext SVP of Marketing Rebecca Colwell</b> sits down with<b> Scott Orstad, Vice President, Marketing at Catholic Health</b>, to explore a surprising idea: the organizations best positioned to succeed in AI search just might be the ones that have spent years operating under the strictest constraints.</p><p></p><p>That might sound counterintuitive, but regulated industries have long been forced to solve a unique set of problems: accuracy, trust, governance, data quality, and compliance.</p><p></p><p>Now, those same disciplines become the foundation of AI visibility.<...

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  Episode #17

  Turning AI Visibility Insights Into Action

  Jun 2, 202635 minS1

  <p>In this special edition of The Visibility Brief, <b>Yext SVP of Marketing Rebecca Colwell</b> is joined by <b>Sam Rahimi</b>, VP of Earned & Owned Media at AdCelerant, to discuss how AI is solving one of the hardest problems in marketing: turning data into concrete action.</p><p></p><p>Marketers have never had a shortage of dashboards, reports, or performance metrics. The challenge has always been knowing what to do next. Which locations need attention? Which competitors are gaining ground? Where should teams really invest their time, budget, and resources?</p><p></p><p>That’s wh...

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