Michał Grzebyk

    Michał Grzebyk

    COO Brand Semantics

    Co-founder of Brand Semantics. Engaged in marketing since 2009. Trainer. Strategist. Explorer of new frontiers in modern marketing. Integrates knowledge from diverse fields to deliver innovative business solutions for clients.

    Articles by Michał Grzebyk

    Entity Mapping Lacks Direction

    Entity mapping organises products, audiences, issues, and sources, yet it fails to address which relationships are strategically most important for the brand. Why does a brand need not only a map but also a clearly defined direction?

    Compass and measuring tool on a map, illustrating the process of connecting keywords, entities and search intent

    Keywords are not entities. How to build content around what users actually mean?

    Keywords reveal how people search. Entities, attributes and relationships explain what content needs to clarify. Learn how to connect both layers in a practical content model.

    Lighthouse on a rocky coast at dusk, illustrating clarity in measuring AI visibility and brand representation

    AI visibility is not one metric. How to measure mentions, recommendations, citations and representation?

    AI visibility is not one score. Learn how to measure mentions, recommendations, citations and brand representation using clear denominators, research panels and uncertainty.

    Binocular viewer facing a sunrise, symbolising the monitoring of brand visibility in AI search.

    How to run an AI visibility audit: presence, citations, hallucinations and stability

    Learn how to audit AI visibility beyond mentions: test presence, recommendation role, factual accuracy, citations and response stability across generative search systems. A practical framework for identifying representation gaps and turning them into proportionate action.

    Dark blue Brand Semantics graphic showing fragmented information streams converging into a coherent AI search output.

    GEO after SEO. What can actually be optimised in AI search?

    Brands can optimise their information assets and access conditions. They can only influence retrieval, citation, absorption and recommendation. The GEO control surface provides a practical model for distinguishing controlled interventions from observed outcomes.

    Wawel Castle in Kraków at dusk as an illustration for an article on AI and local elections

    The "Right" Candidate: How AI Models Can Transform Local Elections – A Case Study of Kraków

    GenAI models not only summarise information about candidates but also shape their public image. Through the research of Michał Drewnicki, I illustrate why a name alone is insufficient in local elections.

    Brown hens peeking through a wooden structure of a poultry house.

    The Chicken, the Spade, and Your Favourite Chatbot: Why the Brain Lies to Justify Itself

    What distinguishes the functions of the left and right hemispheres of the brain? What is the left brain interpreter, and how does it relate to the operation of LLMs? Discover more in this article!