AI Is Changing Search—How Brands Can Stay Visible

Google’s AI Overviews and tools like ChatGPT, Perplexity, and You.com are shaking up the search game—and fast. If your SEO strategy hasn’t evolved beyond traditional keyword targeting, it’s time to revisit the fundamentals, like aligning with search intent-driven SEO strategies.

The future is here, and it’s called AI-first content strategy. It’s time to pivot, adapt, and let your brand thrive in this brave new AI-driven world. 

How Can Brands Appear in Google AI Overviews?

In 2024, Google introduced AI Overviews for all U.S. users, an update that is now being expanded globally. These overviews deliver quick, conversational answers at the top of search results, drawn from multiple web sources. It’s a shift from keyword-focused rankings to zero-click experiences, where users may never visit a site to get their answer.

Fast forward to 2025, and this model is hitting its stride. Google has upped the game by weaving ads directly into AI Overviews, seamlessly blending commercial intent with instant answers. 

The takeaway? If your content doesn’t play nice with both AI systems and what users actually want, it might struggle to show up at all. Time to keep your content sharp, savvy, and ready to shine!

And the trend goes beyond Google. Tools like Perplexity are gaining popularity for their transparent citations and conversational tone. ChatGPT’s web search (powered by Bing and others) and You.com’s customizable engine are becoming go-to alternatives, each rewarding authoritative, structured, and user-first content.

If your content isn’t designed to show up in these synthesized results, it might as well not exist.

Brands Are Already Feeling the Impact

Brands across sectors are scrambling to adapt.

• Mailchimp has rebuilt its resource library around AI-friendly formats, prioritizing FAQs and product-led tutorials that AI engines pull from frequently.
  
  
• Back Market has shifted its e-commerce content toward human-like comparison guides and environmentally driven storytelling, showcasing authority and relevance.
  
  
• Netflix now supports natural language prompts in its search bar (e.g., “Find something to watch after a breakup”), embracing AI-driven exploration.
  
  
• HYBE, BTS's label, utilizes AI translation and audio dubbing to enhance the global discoverability of K-pop content, catering not only to fans but also to multilingual search algorithms.

The throughline? Visibility now depends on serving AI first, without losing your human touch.

Image source: Shutterstock

‍So, How Do You Stay Visible in 2025?

Welcome to the age of Generative Engine Optimization (GEO), a discipline built for ranking in AI-generated summaries and assistant-driven answers.

What Brands Need to Prioritize

Create Conversational Content

Structure content like a dialogue. Use Q&A formats, natural phrasing, and clear intent-matching responses that AI systems can easily parse.

Build Topical Authority

Publish interconnected content clusters that showcase depth. Don’t just post a blog—own the entire topic category.

Elevate Human Voices

Partner with real creators, employees, and experts. AI engines increasingly cite first-person content and verified expertise.

Prioritize Structure & Schema

Use schema markup, headings, lists, and accessible formatting. AI thrives on well-organized, skimmable layouts.

Be Platform-Agnostic

Search now happens on TikTok, YouTube, Pinterest, and even in AI chat windows. Tailor your content for each environment—short-form, visual, and searchable.

Empower Your Brand to Thrive in the AI Revolution

To navigate this (r)evolution, partner with an agency that doesn’t just understand search but leads in AI-first strategy.

SEO & Content Strategy

You need an agency now more than ever that will build content that speaks directly to AI engines and audiences, optimized for discoverability on Google, Perplexity, ChatGPT, and emerging tools.

Influencer Marketing for Authority

Connecting to brands with credible voices is key. Their insights not only influence humans but also train the very AI models that determine content visibility.

Performance Marketing & Reporting

As algorithms continue to evolve, your agency should too. The team you choose needs to stay sharp, constantly testing, tweaking, and fine-tuning your visibility strategy to keep you one step ahead. After all, staying ahead of the curve beats chasing it.

Search Is Changing Fast

Is Your Brand Keeping Up?

AI-driven discovery isn’t just the future—it’s happening right now. To stay ahead of the game, you need to rethink your digital strategy. Think algorithm-friendly content, real-time insights, and a healthy dose of innovation. 

Thriving in the digital world isn’t about keeping up; it’s about staying one step ahead. Ready for your next big move? Partner with an agency that understands the game and win the AI-powered search together.

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