Michał Grzebyk
Co-founder of Brand Semantics. Involved in marketing since 2009. Trainer. Strategist. Explorer of new areas of marketing and communication. Combines knowledge from various fields and translates it into business solutions for clients. He is intrigued by words. Consequently, he is also interested in people and their culture.
- marketing
- semantics
- SEO
- strategic planning
- LLMO
- public relations
- creative writing
- communication
Upcoming events — led by Michał Grzebyk
Webinar
free webinar for the children's industry
Parent asks AI. Who wins: your brand or the competition?
17 September 2026
A parent looking for a product for their child today asks AI — and receives specific brands along with justification. If AI omits your brand, reduces it to price, or presents it in an inappropriate context, you lose sales opportunities before the customer even reaches your website.
Webinar
free webinar for the industries: window joinery and construction systems
You have a better product, but AI recommends the competition. Why?
29 September 2026
How can you check which arguments GenAI attributes to your brand? What advantages does it overlook and why might the competition receive stronger recommendations?
Webinar
free webinar for hotels, spas and leisure facilities
Spa, family getaway or corporate trip? In what situations does AI recommend your facility?
1 October 2026
How to check what needs and types of stays generative AI associates with your facility, when it overlooks it, and why the competition may receive stronger recommendations
Training
Training for brands in the children's industry
How AI 'understands' your brand and what you can do about it?
5 October 2026 · Warszawa
A one-day practical training where you will check how AI understands and recommends your brand, and then build a plan for changes. You will work on your own brand and real customer questions to increase its chances of being present in purchasing situations and to limit competitive advantage.
Articles by Michał Grzebyk
Entity Mapping Lacks Direction (opens in a new window)
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?
Keywords are not entities. How to build content around what users actually mean? (opens in a new window)
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.
AI visibility is not one metric. How to measure mentions, recommendations, citations and representation? (opens in a new window)
AI visibility is not one score. Learn how to measure mentions, recommendations, citations and brand representation using clear denominators, research panels and uncertainty.