How AI Decides Which Creative Agencies to Recommend | Tom Schwab

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How does AI decide which creative agencies get recommended and which get filtered out?

As AI replaces traditional search, agencies are no longer discovered by keywords alone. In this conversation with Tom Schwab, founder of Interview Valet, we break down how AI is becoming the new referral engine and why long-form human conversations now outperform SEO. You’ll learn how AI evaluates trust, filters agencies based on fit, and why podcast interviews are becoming one of the strongest visibility assets for agencies.

If AI is already shaping client discovery, are you positioned to be recommended or silently excluded?


⏱️ Timestamps:
00:00 – Why does AI traffic convert better than SEO?
01:07 – Who is Tom Schwab?
02:57 – Why is AI treated like a person?
03:54 – Why does AI index podcasts?
04:48 – How does ChatGPT choose sources?
05:11 – Why does long-form human content win?
06:25 – SEO or AI discovery. What’s the difference?
08:57 – Why does AI filter out low-quality content?
09:28 – Why does AI optimize for fit, not volume?
12:01 – Why do long-form questions dominate AI search?
15:50 – Why does real experience signal authority?
18:17 – Why do conversations beat funnels?
23:01 – What are you actually optimizing for?
26:01 – Why is podcasting a share-of-voice play?
29:58 – Rich or famous. Which should you choose?
31:31 – Where can you learn more from Tom Schwab?


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