The Webinar That Changes Everything We Thought We Knew About Affiliate Marketing

Why Affiliate Partnerships Will Drive LLMS

Last Thursday, we hosted what might be the most important conversation in affiliate marketing this year. And if you missed it live, you need to catch up—now.

The bottom line? Your affiliate partners aren't just driving conversions anymore. They're literally teaching AI how to think about your brand.

If you're in London at PI Live then you can find Everflow at Stand 21.

When the Penny Dropped

About 45 minutes into our webinar with Ewen Finser (CEO, ReddVisible) and Michael Cole (SVP Marketing, Everflow), something became crystal clear: the game has fundamentally changed.

Those content affiliates creating detailed product reviews? The ones writing comparison guides and sharing authentic user experiences? They're not just influencing purchase decisions through Google rankings anymore. They're being cited by ChatGPT, Gemini, Claude, and every other LLM that's reshaping how people discover brands.

Think about that for a second. When someone asks ChatGPT “what's the best CRM for small businesses?” or “which running shoes are worth the investment?”—the answer isn't coming from thin air. It's being synthesised from sources across the web. And increasingly, those sources are the exact same affiliate publishers you're already working with.

The 10-12% Problem

Here's what Ewen dropped that made everyone sit up: only 10-12% of first-page Google rankings are being cited in ChatGPT responses for similar queries.

Read that again.

The old playbook—the one focused purely on SEO rankings—isn't translating to this new landscape. We've gone from a world where users opened nine browser tabs to compare products, to one where AI pulls everything together into a single, synthesised answer. And it's doing this through consensus-building, not ranking positions.

Why This Matters Right Now

Michael Cole put it brilliantly: “If you can start showing how you're already impacting AI search by working with the publishers you already have, that's such a powerful story to take to leadership.“

You don't need a massive new budget or strategy overhaul to get started. Your existing affiliate relationships are already influencing AI visibility. You just need to start measuring and amplifying it.

The brands that recognise this shift early—the ones treating AI discoverability as a core channel rather than a nice-to-have—will have a significant advantage. Because right now, we're in what Ewen calls a “gold rush period.” The rules are still being written. The opportunities are massive. And the barriers to entry are low.

Three Things You'll Learn From This Webinar

1. How to audit your current AI visibility – Simple tools you can use today to see where your affiliate content is already being cited in LLM responses
2. Why sentiment matters more than ever – It's not just about being mentioned; it's about how you're being talked about in the sources AI pulls from
3. The three-legged stool strategy – Why Reddit, YouTube, and niche editorial publishers are becoming the holy trinity of AI discoverability

The Part That Got Us Thinking

Perhaps the most fascinating insight came when discussing authenticity. As regulations inevitably tighten around AI-generated content (and they will), the value of genuine, first-hand publisher content skyrockets.

Ewen's prediction? “I think it could be a golden age for creators if it's done right.”

Those nano-influencers, micro-publishers, and niche bloggers creating authentic unboxing videos and real-world product tests? They're not just valuable affiliate partners anymore. They're your competitive moat in an AI-driven discovery landscape.

Watch It Now

This isn't your typical “AI is coming” webinar full of vague predictions and buzzwords. It's a practical, actionable conversation between people who are actively navigating this shift right now—and seeing real results.

Whether you're managing an established affiliate program or just getting started, the insights here will fundamentally change how you think about partner recruitment, content strategy, and measurement.

Watch the full webinar here: Why Affiliate Partnerships Will Drive LLMs

Fair warning: you might need to pause and take notes. We certainly did.

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