In 2025, having deep expertise isn’t always enough to earn visibility in AI search. Some of the most knowledgeable brands are being ignored, while others with simpler content dominate AI-generated answers. The difference isn’t credentials — it’s explainability.

In this episode, I unpack why AI search engines like ChatGPT, Perplexity, Claude, and Google’s AI Overviews often trust clear explanations more than impressive expertise. We’ll talk about how AI evaluates understanding, why overcomplicated content creates uncertainty, and how being “technically right” can still lead to invisibility.

I explain how AI systems prefer sources that make complex ideas easy to repeat, summarize, and contextualize — even if those sources aren’t the most advanced voices in the room. We’ll also explore why jargon-heavy, expert-only content often gets skipped, and how to rebalance depth with clarity without dumbing anything down.

If your brand has real expertise but struggles to show up in AI answers, this episode will help you understand what’s missing — and how to translate knowledge into AI-visible content in 2025.