How brands are trying to optimize, outsmart AI answer engines across the zero-click landscape

"The phrase 'Google it' may not hold the same weight in the age of AI-powered search engines. Increasingly, shoppers are turning to AI platforms like Google AI Overviews, Gemini and OpenAI's ChatGPT to discover, research and even purchase products. The shift is reshaping brand visibility. 'There's been a marked shift in awareness: brands are realizing that years of hard-earned search equity are being reshaped overnight as AI moves from search engines to answer engines,'"

"Half of consumers already use AI-powered search, according to recent McKinsey research. By 2028, $750 billion of consumer spend is expected to flow through AI-powered search platforms. Marketers have seen the writing on the wall, and have started to rethink SEO strategies to be built not for humans, but for algorithms. 'It's not the way that clients have had to - or brands have had to - structure their website in the past, and that's kind of the distinct strategy between SEO, AEO, and GEO,'"

Shoppers are increasingly using AI platforms such as Google AI Overviews, Gemini and ChatGPT to discover, research and purchase products. AI-powered search is changing brand visibility and reshaping years of search equity as results move from search engines to answer engines. Half of consumers already use AI-powered search and $750 billion of consumer spend could flow through these platforms by 2028. Marketers are rethinking SEO to optimize for algorithms, emphasizing FAQs, clear question-and-answer content structures and alternative metadata to surface in zero-click environments. Measurement of visibility remains challenging, so brands focus on testing, learning and adapting reputation strategies.

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