In Part 1, we talked about how AI-powered search platforms like ChatGPT, Perplexity, and Gemini are shaking up the way people find information online – and how that’s starting to chip away at traditional SEO’s dominance.
For marketers, this isn’t just an interesting industry trend. It’s a clear signal that our content and distribution strategies need to evolve. Because if AI search platforms are changing how audiences discover information, then brands need to change how (and where) they show up. So what should marketers be doing right now to stay visible and competitive in an AI-first discovery world? Let’s get into it.
#1 Stop Relying on SEO Alone
First step: diversify. While SEO is still valuable, it can’t be the foundation of your entire content strategy anymore. Organic traffic from Google is getting tougher to win and easier to lose, especially as AI search platforms deliver instant answers without clicks.
Instead, start investing more in owned channels you control:
- Email newsletters
- Private communities
- Podcasts and video series
- Mobile apps or exclusive content hubs
These are channels where you aren’t at the mercy of a search algorithm or AI-generated summaries.
#2 Make Your Content AI-Friendly
Even though you may not have total control over how AI platforms use your content, you can give yourself a better chance of being surfaced (and credited) by optimizing for the way these tools scan, summarize, and deliver information.
A few tips:
- Use clear, concise, structured writing. AI loves lists, summaries, and direct answers.
- Include authoritative data, original research, or expert insights wherever possible.
- Add FAQ sections to key pages and blog posts.
- Focus on topical authority. Build clusters of related, in-depth content around core subjects.
These tactics help position your content as a credible source AI platforms might lean on when assembling responses.
#3 Invest in Thought Leadership & PR
One interesting side effect of AI search platforms is that they tend to favour reputable, well-known sources. That makes brand authority and credibility more important than ever.
Look for ways to get your brand and leaders featured:
- Guest on podcasts
- Contribute op-eds and articles to industry publications
- Partner with analysts, creators, or niche communities
- Run webinars or industry roundtables
The more visible and trusted your brand is across digital channels, the more likely AI search tools are to surface your name and insights.
#4 Rethink How You Measure Success
If AI search is reducing the volume of traffic coming to your website, traditional metrics like pageviews and organic clicks won’t tell the full story anymore.
Start expanding your success metrics to include:
- Mentions and citations in AI platforms (where possible)
- Brand awareness indicators like direct traffic and branded search volume
- Email list growth and community engagement
- Podcast downloads, video views, and social conversations
In an AI-first discovery world, influence isn’t just about website traffic – it’s about visibility, reputation, and audience connection.
Final Thoughts
AI search isn’t a passing fad. It’s fundamentally reshaping how people discover and consume information online. But that doesn’t mean marketers are powerless. Rather, it just means the playbook is changing.
By diversifying your channels, making your content AI-friendly, building brand authority, and rethinking your KPIs, you can stay competitive and relevant in this evolving landscape. SEO might be losing its monopoly, but for smart marketers, the opportunities are just shifting. And those who adapt early will have the advantage.
