CLEARWATER, Fla. — Sep. 1, 2026 — Industry readers are still circulating Benu Aggarwal’s MarTech column on how AI systems decide to trust a brand.
“What it takes for AI to find trust and act on your brand.”
— Benu Aggarwal, MarTech
Most of the conversation treats trust as a marketing outcome. The prior question is colder. Can the model tell this company from the next one with a similar name?
Trust is not a tone of voice
A model does not trust a slogan. It matches strings. If the phone on the site and the phone on the map and the phone in a press release disagree, the safe move is to stay vague or to pick a louder page.
Campaigns can change the adjectives. They cannot create the match. Aggarwal is writing about action — whether the system will recommend, retrieve, or complete a task. Action requires a resolved entity. Unresolved entities get hedges.
What “resolvable” means in practice
If two HVAC firms share a city and a nearly identical trade name, a model that only sees theme copy will blur them. A public file that states the legal entity, the website, the phone, and the place or service area gives the model a second handle.
That is not a promise the firm will be recommended. It is the minimum required before “trust” is a serious word.
Limits
AI Verified is not the author of the MarTech column and does not sell a guaranteed mention. Figures and frameworks inside Aggarwal’s piece stay with MarTech. This brief exists to put entity resolution in front of the trust conversation the column started.
Read the source: What it takes for AI to find trust and act on your brand.