Are you building a brand for yesterday’s internet, or tomorrow’s discovery engine? In this episode of Competitive Edge, Brian Covey sits down with branding strategist John Seroka to unpack one of the biggest shifts happening in the mortgage industry today: the move from traditional SEO and social visibility to AI-driven discoverability, challenges leaders to use AI as an assistant, not a replacement, and to double down on authentic, human-driven messaging that educates deeply and builds credibility. They dive into the risks of “invisible revenue loss” when your brand isn’t legible to AI, the importance of conducting a brand insight assessment, and why relying entirely on AI for content creation can lead to what John calls “trained dementia.” For loan originators, executives, and marketing teams, this conversation is a wake-up call: the future of discoverability is already here. The question is, will your brand be trusted and recommended, or overlooked and left behind? Learn more about your ad choices. Visit megaphone.fm/adchoices