In a recent LinkedIn post, Artur Perrella Glukhovskyy discusses the significant shifts in how potential buyers discover and research products and services, arguing that traditional reliance on Google as the sole starting point is becoming obsolete.
Glukhovskyy highlights the emerging landscape where AI-driven platforms and community forums are increasingly influencing the initial stages of buyer research. He points out that while Google remains a dominant search engine, the buyer’s journey is diversifying.
The Shifting Sands of Buyer Discovery
Artur Perrella Glukhovskyy emphasizes that the traditional funnel, where buyers exclusively begin their research with a Google search, is no longer the complete picture. He outlines a potential scenario for a SaaS buyer in 2026:
In 2026, a SaaS buyer might:
Discover you through a Reddit thread
Read about you in a ChatGPT answer
See you mentioned in a newsletter
Find your blog via a Google AI Overview
And only then decide to visit your site.
This evolving path, as Glukhovskyy explains, necessitates a broader marketing strategy that acknowledges these new discovery channels. The insights shared by Glukhovskyy suggest that businesses can no longer afford to overlook platforms beyond traditional search engines.
The Influence of AI and Community on Brand Visibility
Glukhovskyy further delves into how AI tools and online communities are shaping brand perception. He notes that AI Overviews, ChatGPT, and similar platforms often prioritize brands that have a strong, consistent presence across the web.
AI Overviews, ChatGPT, and Perplexity tend to play it safe.
They mention the brands they see most often across the web.
This observation, according to Glukhovskyy, leads to a critical strategic imperative: becoming a brand that is impossible to ignore. He argues that visibility in these new AI-driven and community-based spaces is becoming paramount for capturing the attention of potential clients.
The Imperative of a Multi-Channel Content Strategy
To combat invisibility in this new era of digital discovery, Artur Perrella Glukhovskyy champions the concept of a content flywheel. He asserts that a comprehensive, multi-channel approach is essential for any business aiming to reach modern buyers.
Key Channels for Modern Visibility
Glukhovskyy stresses the importance of integrating various platforms into a cohesive marketing strategy. According to him:
That’s why a content flywheel matters (together with all the related tools):
SEO, YouTube, Reddit, LinkedIn, Wikipedia.
THEY. ALL. MATTER.
He elaborates that even the best product or service will remain unknown if its value is not effectively communicated across these diverse channels. In Glukhovskyy’s view, neglecting any of these platforms risks rendering a business invisible not only to AI search engines but also to its potential clientele.
The core message from Artur Perrella Glukhovskyy’s post is a call to action for businesses to adapt their marketing efforts. He urges companies to move away from a single-channel mindset and embrace a holistic strategy that leverages the power of content across the entire digital ecosystem to ensure they are discoverable by today’s and tomorrow’s buyers.
📝 About This Content
This article is based on insights shared by Artur Perrella Glukhovskyy on LinkedIn.
📅 Originally posted on May 6, 2026 | View original post on LinkedIn →