Every brand has a story, and most tell it to people. That instinct is right, but it is now incomplete. A growing share of the audience that matters never reads the story directly. It reads a version of it — condensed, cross-checked and repeated by a machine that answers questions on the brand's behalf.
Writing to be read by machines does not mean writing coldly. It means writing clearly. A claim that is vague to a person is invisible to a machine. A fact buried in decoration is a fact that will not be carried forward. The craft is to say what is true, plainly, and in a shape that survives being summarised.
Clarity is the format
Structure helps: a clear statement of what something is, who it is for, and why it is worth attention. So does restraint. The more a story leans on adjectives, the less there is to actually extract. What machines reward is substance that can be lifted out intact and passed along without distortion.
If it cannot be summarised, it will not be repeated.
None of this replaces good writing for people. Done well, the two are the same thing. Copy that a reader finds honest and easy to follow is copy a machine finds easy to trust. The brands that will be named are simply the ones that made themselves easiest to understand.