"Now, you can ask an even more pointed question - perhaps adding in a preference for arch support, a shopping mile radius - to a large language model (LLM) and get a clear, context-rich answer: "Here are three nearby options that fit your criteria. The top-rated one is available for pickup in 40 minutes." It's an improved interaction, but not at the cost of a more complex user experience."
"Visibility Is the New KPI In traditional SEO, success means ranking on page one of Google. In the AI era, success means being part of the answer - cited, mentioned, or described accurately when an AI system responds. This is not a mere marketing nuance: it's a structural shift in how digital presence is valued. Companies that understand this will treat AI visibility as a new form of brand capital, something to monitor and manage as carefully as reputation or market share."
Search evolved from simple keyword queries that returned links and shopping ads to conversational, context-aware responses generated by large language models. Users can receive localized, preference-filtered recommendations and immediate availability information, reducing research friction and accelerating purchase decisions. Marketers must prioritize inclusion within AI answers—being cited, mentioned, or described accurately—rather than only ranking on traditional search result pages. AI visibility functions as a form of brand capital and a new KPI to monitor and manage alongside reputation and market share. Advertising economics are shifting toward AI-powered search placements, and product discovery is being reconstructed with distinct optimization models.
Read at Fortune
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