Consider these shifts we are seeing firsthand: • AI engines now boast almost a billion active users. • A staggering 60% of Google searches start with an AI overview or answer, a number that has jumped dramatically in just the last 6 months. • Gen Z is leading the charge, opting to use AI engines instead of traditional search methods over 50% of the time. • Overall adoption of looking into AI search strategies by enterprises is increasing dramatically.
This represents a seismic shift. The internet as we knew it relied on a direct brand-to-consumer connection, often facilitated by traditional search engines and SEO, where you marketed for the consumer to find your website and content. The new reality adds a critical intermediary: Brands must now market to AI engines, which will then market to consumers.
What does this mean for your brand? An AI engine that favors your brand could act as the ultimate frontline salesman. But conversely, poor visibility within AI means you could be completely left out of the conversation at the crucial moment consumers are seeking information.
This isn't just a tweak to SEO; it's a paradigm shift in how we must approach marketing. Users are spending more time in these AI platforms, having conversations that, right now, brands often can't see or influence. For many brands today, these AI engines are effectively closed gardens or black boxes.
