JSON-LD (JavaScript Object Notation for Linked Data) is the format Google recommends for adding structured data to a page. The markup lives in a self-contained script block in the page's HTML, separate from the visible content, which makes it cleaner to implement and maintain than older inline formats.
For brands, JSON-LD is simply the how of structured data: the standard way to express Schema.org types like Organization, Article, and FAQPage. The format choice is sound and worth following, but the same caveat applies as for structured data overall: it supports machine parsing and rich results rather than directly driving AI citations. Make sure it is present in the server-rendered HTML, not injected only after JavaScript runs.