Most businesses spend a lot of time thinking about what people see when they visit their website, search for them on Google or come across their brand online.

But what happens when someone asks AI about your business?

The answer could be accurate. It could also be incomplete, outdated or describe your business in a way you barely recognise. In some cases, it may even sound more like one of your competitors.

As AI becomes another way people research businesses and decide who to consider, how your brand is understood by these tools matters.

That’s the focus of Your brand in the age of AI, a free online webinar from Spark Interact as part of Spark Festival 2026.

How does AI understand your business?

Traditional search has largely been about helping people find the right page.

AI search changes that interaction. Instead of giving someone a list of links to work through, AI tools can pull information together and provide an answer directly.

That means businesses now need to think beyond where their website appears in search results and consider what AI actually understands about who they are, what they do and why someone might choose them.

And that understanding does not come from one place.

Your website, business listings, profiles and other information available online can all contribute to the picture these systems build about your brand.

The webinar will explore how those answers come together, what can influence them and where businesses can start when the answer isn’t quite right.

What will you learn?

Your brand in the age of AI is designed to make the topic practical rather than theoretical.

During the session, we’ll look at how AI tools decide what to say about a business, how this differs from traditional Google rankings and what smaller teams can realistically do to improve how their business is represented online.

There will also be time to put it into practice.

Attendees will be guided through a live exercise using AI to check their own business and see what comes back. The goal is to leave with something specific to work on rather than simply another list of AI trends to think about.

You’ll also receive the prompt set used during the session and a one-page summary you can refer back to afterwards.

Meet the presenter

A man wearing glasses, a buttoned shirt, and a jacket stands with arms crossed against a plain background.

The session will be presented by Mac Nguyen, Marketing Specialist at Spark Interact.

Alongside his work across digital marketing and search, Mac is one of the key people driving Spark’s exploration and adoption of AI.

That means continually looking at what is changing, testing new AI tools and platforms, and working out where they can genuinely improve the way we approach search, content, strategy and digital experiences.

It is less about adopting AI because it is new and more about understanding what these tools can actually do, where they fall short and how the changes happening now affect the businesses we work with.

That hands-on experimentation has also shaped how Spark approaches visibility in AI search and the growing need for businesses to make sure their brand can be understood consistently by both people and machines.

Who should attend?

The webinar is aimed at founders, marketers and small business owners who want to understand how their business appears in AI and what they can do about it.

You don’t need a technical background, an AI specialist on your team or another piece of software to get started.

The focus is on understanding what is already happening and identifying practical improvements businesses can make with the resources they have.

Part of Spark Festival 2026

Your brand in the age of AI is part of Spark Festival 2026, taking place from 21 to 27 September.

Now in its eleventh year, Spark Festival brings together founders, investors, universities, startup teams and others from across Australia’s startup ecosystem for a week of community-led events. The festival is run by Spark Foundation, a grassroots charity supporting and connecting Australia’s startup community.

Spark Interact is joining this year’s program with two sessions exploring what AI means for how businesses build, communicate and maintain their brands.

Register for Your brand in the age of AI

Date: Tuesday 22 September 2026
Time: 2:00–3:00pm Sydney time
Location: Online via Google Meet
Cost: Free
Presenter: Mac Nguyen, Marketing Specialist at Spark Interact

Register for Your brand in the age of AI