James Dooley is joined by Luis Salazar Jurado to break down query augmentation versus AI query fan out and explain why the two concepts are often misunderstood. They discuss how query augmentation has existed for years through query networks and brand trust, and why AI driven fan out is largely the same mechanism shown through new interfaces like AI Overviews. The conversation covers brand search demand, trust signals, semantic content networks, topic dilution, and why proportional content coverage matters. Luis explains how entities, attributes, and structured content help search engines and LLMs extract answers, and why feeding bots correctly is now critical for visibility.