Maria Dykstra diagnoses why B2B companies are invisible to AI systems. Author of The Invisible Audience, now on Amazon. Ex-Microsoft.

Bellevue
Joined March 2012
26 years ago I loaded GIF ads onto a server we rebooted twice a day. The only question: did the ad show up? Today my book is out. Same question, different machine. A buyer asks AI for 5 companies. Yours isn't one. Your analytics never see it. amazon.com/dp/B0HLL7N5X1
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Last day to get The Invisible Audience free on Kindle. Tomorrow it's back to $9.99. If ChatGPT keeps recommending your competitor instead of you, start here. amazon.com/dp/B0HLL7N5X1
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My book is free on Kindle today and tomorrow. The Invisible Audience: Why AI Leaves You Off the List, and What Actually Matters. Seven places AI gets your company wrong. amazon.com/dp/B0HLL7N5X1
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📚 It's happening! My book, The Invisible Audience, launches October 22. 🎉 A company can rank on Google, appear in AI answers, and STILL never make the buyer's shortlist. 🔎 I spent 18 months researching why. 🚀 Preorder: amazon.com/dp/B0HLL7N5X1
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One pattern keeps showing up across the companies we've assessed. Publishing more doesn't automatically improve AI visibility. Sometimes it amplifies the wrong signal. Could more content actually make the problem worse?
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Buyers are building shortlists inside ChatGPT before they ever visit your website. That makes AI the first gatekeeper in many buying journeys. Most marketing dashboards don't measure whether you made the shortlist. Should they?
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Two AI visibility tools can evaluate the same company and produce completely different scores. The surprising part isn't that they disagree. It's that almost none explain why. Are we measuring AI visibility, or just creating prettier dashboards?
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Something never stops to surprise me... We've assessed hundreds of companies that rank well on Google but never appear when buyers ask ChatGPT who to hire. Ranking and AI recommendation aren't the same problem anymore. Why are we still treating them like they are?
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There's a difference between showing up in today's AI answer... ...and being consistently remembered across AI systems over time. One is retrieval. The other is memory. Most advice optimizes for the first. Shouldn't we be paying more attention to the second?
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Nearly every AI visibility conversation jumps straight to recommendations. More content. More schema. More mentions. Medicine doesn't start with treatment. It starts with diagnosis. Why did marketing skip that step?
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Maria Dykstra retweeted
An AI just read a stranger's mind through their skull, no surgery, no implants, and got roughly 45% of the meaning right on the first try. On a person it had never seen before. That's the tech an OpenAI researcher just quit her job for. Two weeks ago she walked out of the hottest company on earth to join Conduit, a startup collecting brain recordings in a San Francisco basement. Here's what happens in that basement. Paid volunteers put on four pound headsets covered in sensors and chat with an AI for two hours while it listens to their neurons fire. The signal is so faint the team shut off wall power to the entire building and runs on battery packs, because the hum from an ordinary outlet drowns out a human thought. They've collected 10,000 hours of brains so far. The largest dataset of its kind ever assembled. And here's the part that should make your hands sweat. Whisper needed 680,000 hours of audio to master speech. The moment someone scales brain data the same way, the decoding stops being 45% right. She says we're in the GPT-2 era of mind reading. GPT-2 was a joke in 2019. Five years later half the internet was written by its grandchildren. Her timeline says developers wear thought-streaming headbands by 2027. By 2035, AI stops feeling like a tool and starts feeling like a limb. Your inner monologue has been the one place nothing could touch for 300,000 years of human history. That run is ending in a basement in San Francisco, two hours at a time.
Two weeks ago, I resigned from OpenAI to join Conduit as a founding researcher, where we're training models to non-invasively read the human mind. I've written some thoughts about what telepathy could look like by 2035 and how to get there:
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Learn why AI rewards clarity and why most B2B companies are invisible to AI epodcastnetwork.com/data-sci… @EricDye
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$200,000 rebrand. New site. New messaging. AI still describes them by their 2022 identity. Old headlines. Old links. Old consensus. Historical data > Current version. Zombie Rebrand is most expensive in B2B. → mariadykstra.com/what-ai-act…
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31 blog posts last year. Zero AI citations. Well-written? -> Structurally invisible. Entity signals? -> Fragmented. Terminology?-> Inconsistent. AI had nothing reliable to cite. Publishing more unstructured is just more noise → mariadykstra.com/the-43000-t…
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4 things that won’t save you from AI invisibility: Revenue. ($2.5B > $400B) Volume. (Deloitte 1.7/3. PMI cited instead.) Headcount. (2,250 > 12,000) Tenure. (Startup > NYSE giant) AI doesn’t read your P&L. → mariadykstra.com/why-your-co…
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Your SEO agency celebrated Page 1. ChatGPT has never heard of you. Same company. Different systems. Ahrefs: Only 12% of AI-cited URLs rank in Google’s top 10. You can rank, publish, and still be invisible to AI. → mariadykstra.com/google-rank…
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43,000:1 The ratio of content AI processes to content it cites. You aren’t competing with 10 articles. You’re competing with the entire internet. Most B2B content fails the filter before quality is ever considered. → mariadykstra.com/the-43000-t…
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90% of ChatGPT citations come from pages ranked #21+ on Google. Not page two. Position twenty-one and beyond. 80% don't rank in Google's top 100 at all. $10K/month on SEO wins a game AI isn't playing. → mariadykstra.com/google-rank…
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Your brand too 20 years to build. ChatGPT has never heard of it. Because it runs on completely different inputs. Trade shows don't register. Referrals don't transfer. Board seats don't count. → See how the human and machine systems diverge: mariadykstra.com/the-great-d…
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One CEO told me: "Perplexity recommended 3 of our competitors by name. It described us as 'and others in the space.'" That's a structural failure. AI couldn't classify them fast enough to include them. So it didn't. → Run the 5-minute self-diagnostic: mariadykstra.com/ai-visibili…
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