Motorway sees its freshly published content cited by large language models within 24 hours of going live, the car-selling platform's marketing and brand director said at the Semrush Spotlight event in London on Tuesday.

"We can publish new content and see it being cited within 24 hours," Cassie Hall told the audience, laying out how her team now tracks AI answer-engine output in real time. The figure is the clearest timing any brand has put on the new feedback loop, and it is starting to reset publishing expectations in consumer marketing.

What are marketers actually doing about AI search?

Two playbook elements stood out on stage at Semrush Spotlight. Hall walked through Motorway's approach, and Georgia Jones, head of brand marketing at period-tracking app Flo Health, ran through hers on a separate panel.

• Real-time LLM monitoring. Motorway's leadership watches large language model output as it changes, so the team can see which pages surface and which fall away.
• A dedicated discoverability owner. Flo Health has appointed a manager whose full brief is LLM discoverability.
• Built-in planning hook. The Flo manager works with every channel owner when media plans and messaging are being built, inserting AI visibility into the brand's standard rhythm.

That last point matters because it treats AI citation as a planning input, not a post-launch audit.

How fast does the feedback loop really run?

Hall's 24-hour window is the most concrete cycle time on offer. Flo did not put a number on its own loop, and Jones framed the work as ongoing rather than metric-led. The two approaches sketch an emerging split in the category: track the output constantly, or staff the function and let the citations follow.

Motorway is also testing ChatGPT ads, which OpenAI launched in the U.K. in May. That puts the platform among the first U.K. brands to put spend behind the new ad surface, though Hall shared no budget figure and no early performance data on stage.

What does the work look like day to day?

Hall described a team that treats LLM citations the way a search team once treated rank tracking. Flo's setup is more structural. The discoverability manager sits across the planning cycle rather than inside a single channel, which means SEO, content, paid and brand all see the LLM lens at the brief stage, not after the fact.

The common thread is ownership. Neither brand is leaving AI visibility to chance, and both have moved it out of an SEO silo.

What is the practical takeaway for marketers?

• Name one owner for AI discoverability rather than spreading the task across SEO, content and PR.
• Watch the answer engines directly, because ranking pages are no longer the only feed that matters.
• Treat LLM citation as a publishing KPI with its own cycle time. Twenty-four hours is the bar Motorway is now working to, and competitors will feel that pressure.

Both speakers framed the work as nascent, but the tone on stage was operational, not experimental. Brands that wait for a settled playbook will already be a cycle behind, and Motorway's 24-hour figure is the kind of benchmark that tends to travel.