"Optimizing for AI search-or learning how to ensure large language models, such as ChatGPT, Claude, Gemini, and Perplexity, namecheck certain brands-has become the most pressing and existential issue for chief marketing officers this year as more consumers shift their browsing habits from search engines to AI models. As three-time Inc. 5000 honoree, Orbit Media Studios co-founder and chief marketing officer Andy Crestodina, put it to Inc. last month, "Marketers are losing their minds, because organic traffic from search is down.""
""The way to optimize, to do well in Google's AI experiences is very similar-I would say the same-as how to perform well in traditional search," said Nick Fox, senior vice president of knowledge and information at Google, during a recent episode of the "AI Inside" podcast with Jeff Jarvis and Jason Howell. "It really does come down to: Build a great site. Build great content. The way we put it is: Build for users. Build what you would want to read.""
Consumers are shifting browsing from search engines to AI models, prompting widespread marketing concern and strategic rethinking across e-commerce. A large share of companies is reconsidering marketing tactics in response to AI-driven discovery. Core optimization principles remain unchanged: focus on high-quality websites and user-centered content that is informative and distinctive. Brands should invest in long-form editorial, educational niche content, and become trusted sources that AI systems can surface. Prioritizing site quality, authoritative content, and clear user value remains the most reliable path to visibility in both traditional and AI-driven search experiences.
Read at Inc
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