In this in-person episode of What Couples Want, Kim + Caroline record together from Calgary after Caroline’s last-minute trip from Costa Rica.

They take a deep dive on the wedding industry + unpack what’s really happening in the luxury wedding market, why mid-tier weddings are getting squeezed, and how “fake luxury” is being filtered out by both couples and AI tools like ChatGPT.

The episode explores how AI visibility works in real time, and what plays a role in being recommended by ChatGPT. They also introduce North + South’s blog writing subscription, talk candidly about community and mentorship, and break down real wedding planning questions couples searched on ChatGPT during the week of December 9, 2025.

David Jachetta | Business Strategist : https://www.instagram.com/davidjachetta/

Blog Post Subscription Service : https://northandsouthagency.thrivecart.com/1-long-form-blog-subscription/

Episode Breakdown

Life Updates + Recording Together

Kim and Caroline kick off the episode together in Calgary after Caroline’s spontaneous reroute from Costa Rica. They share stories about travel, weather whiplash, borrowed coats, and the joy of finally recording in the same room after weeks apart.

Behind the Scenes of North + South

They discuss recent AI visibility reports, what they’re learning from client audits, and why even strong SEO performance doesn’t always translate to AI visibility. The importance of brand cohesion, Google Business Profile updates, and structured data comes into focus.

Luxury Isn’t Dead, Fake Luxury Is

The heart of the episode centers on the shifting luxury wedding market. Kim and Caroline explain why mid-tier weddings are declining, how inflation has reshaped budgets, and why ultra-luxury weddings are still thriving. They break down what “real luxury” actually means in 2026 and why aesthetics alone no longer carry brands.

AI Visibility + Blogging Strategy

They explain how ChatGPT evaluates vendors, why minimal websites only work after authority is established, and how blogging builds clarity, expertise, and discoverability. This leads into a candid introduction of North + South’s blog writing subscription and why most creatives need support in this area.

Emotional Safety as the New Luxury

The conversation explores how couples evaluate vendors emotionally, including communication style, backup systems, family dynamics, and personality fit. Emotional safety becomes a central theme in how couples make decisions.

Wedding Planning Trends from ChatGPT

They break down real queries couples searched during the week of December 9, 2025, including how to choose between vendors, budget clarity, florals, intentional weddings, guest rules, and navigating family expectations.

Chapters

00:00 Welcome + TikTok vs The Office Night Routines

02:00 Recording Together in Calgary

05:30 Costa Rica, Travel Whiplash, and Life Updates

09:00 North + South Business Updates

13:20 AI Visibility Reports and Brand Consistency

19:30 Luxury vs Mid-Tier Weddings Explained

25:00 Why Fake Luxury Is Being Filtered Out

28:00 Blogging as an Authority Signal

31:30 Emotional Safety in the Client Experience

34:00 Wedding Budget Shifts Heading Into 2026

38:20 What Couples Are Asking ChatGPT This Week

45:30 Family Dynamics, Guest Rules, and Intentional Weddings

48:00 Final Thoughts + Wrap-Up

In this week’s episode, Kim and Caro cozy up and break down what’s actually happening inside the wedding industry right now and why AI visibility has officially entered its It Girl era for vendors. Fresh off their sold-out masterclass, they share the real talk behind why some businesses get recommended by AI tools (and why others barely show up at all).

They dive into the power of clean messaging, stronger content, clearer locations, and what it really means to make your brand “AI recognizable” in 2025. You’ll hear the biggest mistakes vendors are still making, how to build authority without feeling cringe, and why couples are now running straight to ChatGPT for planning guidance before they ever Google a thing.

It’s equal parts education, tough love, and girl-boss warmth; the exact North+South blend you come here for.

Links:

AI MASTERCLASS YOUTUBE VIDEO: https://youtu.be/egYspe05jwc

AI VISIBILITY REPORT: https://northandsouthagency.com/ai-visibility-report

BING WEBMASTER: https://www.bing.com/webmasters/about

WEDDING VENDOR AI ASSISTANT: https://northandsouthagency.com/ai-wedding-vendor-assistant

WEDDING DAY TIMELINE GENERATOR: https://shorturl.at/QDm4u

Takeaways

• AI Visibility isn’t optional anymore: it’s the new baseline for getting found.
• Blogging is still that girl for long-term visibility.
• If your location isn’t clear, AI literally cannot pick you.
• Pretty websites don’t matter if your words have no depth.
• Being your own PR agency is how vendors win in 2025.
• Authority is built through consistency, not complexity.
• Couples are planning with ChatGPT at every stage — from budgets to vendor searches.
• Engagement season is now AI-powered.
• Transparent pricing helps vendors get recommended more often.
• Regular content refreshes keep you in the “AI memory loop.”

Chapters

00:00 Cozy Climate Catch-Up

02:13 Masterclass Success + AI Visibility Report Tea

04:04 Why AI Visibility Is the Wedding Industry’s New Currency

05:08 What an AI Visibility Score Actually Means

06:38 The Five Signals AI Looks For (That Most Vendors Ignore)

08:32 How Couples Are Using ChatGPT to Plan Their Weddings

10:55 Blogging, Bing Webmaster Tools, and Other Unsexy Things That Work

12:37 The Five Big AI Mistakes Wedding Vendors Keep Making

13:45 Building Authority Without Feeling Cheesy

15:14 Engagement Season Trends You Haven’t Heard Yet

17:19 Vision Boards + North+South Future Goals

21:32 The Top Wedding Planning Questions Couples Asked This Week

23:42 Final Thoughts + What’s Coming Next for North + South Agency

IG: https://www.instagram.com/northandsouthagency/

WEBSITE: northandsouthagency.com

NOV 25 FREE MASTERCLASS FOR WEDDING VENDORS: https://northandsouthagency.com/free-masterclass

In this episode of What Couples Want, we are getting real about where couples are actually finding their wedding vendors in 2025. If you have ever wondered why Instagram feels slow or why your content is not hitting the way it used to, this episode is going to feel like a deep exhale. We walk through the five places couples are searching right now and how you can put your energy into the spots that truly move the needle.

We start with Kim’s engagement story and the unexpected way referrals played a role in her ring journey. It sets the tone for the entire conversation because referrals are still one of the strongest booking channels in the wedding world. When people love you, they talk about you.

From there we dive into TikTok and why it has become the secret search tool for couples planning weddings. We talk about the quick tweaks that instantly make your videos more discoverable like adding locations, using natural voiceovers, creating searchable titles, and letting TikTok read your captions as SEO. We also talk about why TikTok content stays alive longer than Instagram and how vendors can use it to bring in consistent traffic.

Then we go into ChatGPT and other AI tools. Couples are searching for vendors in ways that look nothing like Google. They type in very specific long form questions which means your brand needs to be easy for AI tools to understand. We explain how brand signals work, why consistency matters, and why blogging is one of the strongest ways to become citeable inside AI search.

Google is still a major player so we break down what actually matters right now. We talk about real SEO basics like accurate H1 tags, fresh portfolios, alt text that actually helps you rank, and the power of venue based searches. We also share the easiest website upgrades vendors can make during slow season to show up higher.

Instagram is still the place for connection. We talk about showing your personality, strengthening your DM relationships, and how some of your best bookings will come from the people who have quietly watched you for months. We talk about why personality beats perfection and how your energy online filters in the people you will genuinely love working with.

Finally we get into referrals. We talk about how to build natural relationships with planners, how to show up for venues in a way that feels authentic, and how vendors can grow through community rather than cold outreach.

We wrap the episode with this week’s trending wedding planning searches inside ChatGPT. Couples are using AI to plan budgets, write vows, navigate family etiquette, find LGBTQ friendly vendors, and come up with creative ideas. We break down the top topics across all regions of the United States and why this matters for your content strategy.

If you want to learn how to become the vendor couples actually discover in these places, our live visibility masterclass is linked in the show notes. Total beginners are welcome. We made this for every creative who wants to be easier to find without burning out on daily posting.