Embeddings are numerical representations of text, where a passage is converted into a list of numbers that captures its meaning. Text with similar meaning ends up with similar numbers, which lets AI systems compare and retrieve content by semantic similarity rather than exact keyword match.
For brands, embeddings are the reason retrieval-based AI search can find your content even when it does not contain the exact words of the query. A page that clearly answers a concept will be retrievable for many ways of phrasing that concept. The practical takeaway is to write clear, focused content about a topic, rather than chasing exact-match keywords.