Jenna Stenderup is the founder of SPOKE Strategies, a consultancy built to help businesses keep up with one of the biggest shifts in marketing: the move from traditional search to AI-driven search.

The way people search for businesses online has changed quickly as more people turn to AI platforms for direct answers. Not long ago, search meant typing in a few keywords and clicking through a handful of links. Today, platforms like ChatGPT and Claude are shaping a more conversational experience where users ask full questions and expect immediate, tailored responses. Instead of “best red lipstick,” someone might ask, “What is the best red lipstick for olive undertones?” That shift means it is no longer just about ranking for keywords. It is about whether AI trusts your content enough to reference, cite, or recommend your business.

For businesses, this means rethinking what it takes to show up online. Building digital authority now requires a cohesive presence across your website, reviews, media mentions, podcasts, and social platforms. A well-structured website still matters, but it is only one piece of the picture. AI is looking for consistency, depth, and signals of real expertise across the web. Content also needs to work for both humans and AI: clear answers up front, question-based headings, and fact-driven insights all help AI understand and use what you have written. Businesses that pair a strong online presence with real-world visibility, think speaking engagements, press features, and industry recognition, will be the ones that earn trust in both traditional and AI-driven search.

Jenna Stenderup is the founder of SPOKE Strategies, a consultancy helping businesses navigate the shift from traditional search to AI-driven search. She works with founders and consultants to build digital authority in a landscape where platforms like ChatGPT and Claude are becoming key tools for consumers researching products and services.

With more than 15 years of experience in marketing, PR, and content strategy, Jenna specializes in helping brands strengthen their online visibility, credibility, and thought leadership so they can earn trust not only from people, but from AI platforms shaping the future of search.