AI watermarks could affect whether assistants recommend your business, one marketer argues
In an Oct. 1 Substack post, marketer Matt Henderson says major AI labs now hide invisible watermarks in the text and media their tools generate. He links this partly to EU rules in effect since Aug. 2.
Why it matters
His bigger claim is a theory. Labs may filter watermarked pages out of future training, so raw AI copy could hurt your AEO (answer engine optimization, meaning whether AI assistants mention you) when people ask for a business without naming one. Treat that as informed opinion rather than a measured result. He says copy a person meaningfully rewrites is less exposed.
Your moveAsk an AI assistant to recommend a business like yours without using your name, and save the answer to compare after the next model update.
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