The landscape of online search is undergoing a profound evolution, as consumers increasingly opt to bypass traditional search engines like Google in favor of advanced AI platforms such as ChatGPT, Gemini, and Claude.

This evolution means brands must reconsider their digital presence, as large language models (LLMs) prioritise credible, consistent and authoritative content found on multiple platforms when making recommendations.

In this first episode of our two-part series, we delve into the nuances of these changes in consumer behavior, and talk about the criteria that AI employs to include brands in its search responses.

Furthermore, we provide a glimpse into effective tactics that companies can adopt to enhance their visibility in AI searches.

Join us as we lay the groundwork for a more detailed action plan in our second episode, where we will equip brands with helpful tactics to be found in AI search.

Takeaways:

• The landscape of online search is evolving as consumers increasingly prefer AI search engines over traditional search engines like Google.
• Large language models, such as ChatGPT and Gemini, prioritise credible and authoritative content when generating recommendations for users.
• Brands must understand that their entire digital footprint, from media coverage to expert commentary and more, directly influences their visibility in AI search results.
• A strategic communications plan with relevant digital tactics is a crucial first step in ensuring that brands are effectively pulled through in AI recommendations.
• As the reliance on AI for product comparisons grows, brands must adapt their content strategies to enhance their discoverability in this new environment.
• Our next CRUNCH episode is part 2 of this discussion and will provide actionable insights for companies seeking to enhance their presence in AI-driven search results.

Companies mentioned in this episode:

• HMC
• ChatGPT
• Gemini
• Perplexity
• Reddit
• Friends that Invest
• One NZ
• Briscoes