Why telling your story matters in the age of AI

By Jesse Sanchez. 

Greg Cummings explains how authentic content, community involvement and third-party validation can help contractors remain visible as artificial intelligence reshapes online search. 

Artificial intelligence (AI) is changing how homeowners research contractors, validate referrals and make purchasing decisions. In this episode of Roofing Road Trips®, host Heidi J. Ellsworth spoke with Power 100 founder Greg Cummings about what this shift means for independently owned home service businesses. 

Greg described an “affirmation search” as the moment a homeowner asks an AI platform whether they should hire a specific company. As consumers increasingly rely on AI-generated answers, contractors that do not receive a strong recommendation could face greater challenges earning referrals and retaining signed customers. Emphasizing the urgency of adapting, Greg explained, “You no longer have a choice to adapt and to tell your story and to make sure that you're an emphatic yes on AI results.” 

While traditional search engine optimization (SEO) often focused on keywords and paid visibility, Greg said AI evaluates a broader picture. That includes a company’s reputation, community involvement, employee culture and consistency across websites, directories, publications and social media. 

For contractors, this shift creates an opportunity to compete based on the quality and authenticity of their business rather than the size of their marketing budget. Companies that support their communities, serve customers well and invest in their teams already have meaningful stories to share. The next step is documenting those efforts and ensuring credible outside sources can verify them. 

Third-party validation is especially important because AI does not rely solely on what a company says about itself. Trade publications, associations, community organizations and other credible platforms can reinforce a contractor’s message and demonstrate that its story is accurate. 

Greg also cautioned companies against relying on unedited, AI-generated content. Instead, contractors should involve knowledgeable team members or experienced writers who understand the business and can communicate its work accurately. Demonstrating the importance of maintaining the same message across platforms, Greg noted, “Consistency means truth.” 

That consistency, supported by authentic community involvement and credible third-party coverage, can help contractors build a stronger digital presence as AI continues to reshape online search. 

Listen to the podcast or Watch the conversation to learn more about how authentic storytelling and third-party validation can help your company strengthen its visibility in the age of AI!