Antoine Gurwitch emphasizes that simply ranking well on Google is insufficient in today's digital landscape dominated by AI technologies. These generative AIs curate and manage content, thus shaping how brands interact with users. The consulting firm Bain supports this view, suggesting that brands need to adapt to maintain visibility as traditional search mechanisms evolve. This shift indicates a profound transformation in internet usage and highlights the urgent need for publishers to reconsider their strategies in the face of AI-driven search results.
Yesterday, you had to be well-positioned on Google. Today, that is no longer enough; you need to be cited by AI in their responses.
AI-generated search results are rewriting the rules and SEO optimisation is no longer enough. Brands must evolve or risk losing visibility into their customer journey.
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