Interview Overview
In this episode of Fox 13 Unscripted, entrepreneur and marketing strategist Nataliya Scarberry shares her journey from traditional media and digital marketing to becoming a leader in AI-powered business growth. Drawing from her experience transforming organizations through digital innovation, Nataliya discusses how artificial intelligence is reshaping marketing, search visibility, branding, and customer acquisition.
The conversation explores how businesses can adapt to the rapidly changing digital landscape, why AI optimization is becoming essential for online visibility, and how business owners can embrace technology without fear. Nataliya also reflects on her entrepreneurial journey and the importance of personal branding in an increasingly AI-driven world.
Key Takeaways
- AI is transforming how customers discover businesses online.
- Traditional SEO is evolving into AI search optimization.
- Businesses must adapt their digital presence to remain visible in AI-powered search platforms.
- Authority, trust signals, reviews, and structured content play a critical role in AI visibility.
- Personal branding is becoming more important as AI-generated content becomes more widespread.
- Business owners should actively learn and engage with AI rather than delegating it entirely to others.
- Authenticity and trust remain essential despite rapid technological change.
- Companies that embrace AI early will gain a significant competitive advantage.
- From Digital Transformation to Entrepreneurship
Nataliya discusses how her career evolved after working in media and marketing, including her role in helping drive the digital transformation of the Imagine Museum during the COVID-19 pandemic. By leveraging digital content, video storytelling, and online engagement strategies, the museum significantly expanded its reach and audience.
Inspired by these results, she launched her own marketing agency focused on creating impactful visual content, strategic branding, and multi-channel marketing campaigns for businesses across industries including healthcare, construction, and professional services.
Why AI Search Matters for Businesses
One of the central themes of the interview is the shift from traditional search engines to AI-powered platforms such as ChatGPT, Perplexity, and other conversational search tools.
According to Nataliya, businesses can no longer rely solely on traditional website rankings. Instead, organizations must build authority, credibility, and structured content that AI systems can recognize and recommend.
She explains how factors such as reviews, trusted content, social proof, website structure, and topic-focused expertise are becoming increasingly important for visibility in AI-generated search results.
The Importance of Personal Branding in the AI Era
While AI continues to automate many aspects of marketing and communication, Nataliya emphasizes that authentic human connection remains irreplaceable.
She encourages business leaders to invest in personal branding, share their expertise publicly, and build trust with audiences through video content, thought leadership, and consistent online presence.
As AI-generated content becomes more common, genuine human expertise and credibility will become even more valuable.
Advice for Business Owners
Nataliya’s message to business owners is simple: don’t be intimidated by AI.
She believes the biggest obstacle is not the technology itself but the fear of getting started. By learning the fundamentals and understanding how AI can support decision-making, efficiency, and growth, businesses can position themselves for long-term success.
Rather than viewing AI as a threat, she encourages leaders to see it as a powerful tool that can help them work smarter and scale more effectively.
Watch the Full Interview
Watch the complete Fox 13 Unscripted interview with Nataliya Scarberry to learn more about AI-driven marketing, business transformation, entrepreneurship, and the future of digital visibility.