For most of the last two decades, SEO mostly meant one thing, where you ranked on Google (and occasionally Bing). The customer journey was familiar. Someone searched, scanned a list of links, clicked and explored. Now the journey is increasingly 'ask, get an answer, take action.' And the platforms shaping that journey include ChatGPT, Claude, Gemini, Perplexity and Google itself, which is inserting AI summaries, what Google calls AI Overviews, into search results.
When AI tools started taking off, Google faced a serious problem: the risk of its search results being flooded with AI-generated spam. If left unchecked, the world's most-used search engine would lose trust - and with it, revenue. Search drives almost 57% of Alphabet's income, totaling over $198bn annually. And that revenue was at risk. AI spam isn't like old-school SEO spam. It's better written, harder to detect, and convincing enough to fool algorithms.
Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web. OpenAI will be testing ads in ChatGPT very soon. Google's Gemini 3 Pro now powers some AI Overviews. Surprise, surprise, Google is appealing the search monopoly ruling. Google warns that using free subdomian hosts is not a good idea. Google also said that comment link spam won't help or hurt your site.
Google still controlled a whopping 89% of all U.S. web traffic in 2025. It's still a search powerhouse, no doubt, but it isn't the only show in town anymore. SEO as we know it is no more. The way people find information is changing dramatically. Google's rolling out 12-plus algorithm changes per day. At the same time, platforms like TikTok, Amazon, and generative AI tools like ChatGPT and Claude are becoming major players in the search game.
AI visibility means your content is included, cited, and recommended in AI-generated answers. If you think ranking at the top of the SERPs is still the way to go, think bigger. AI has become a primary factor in online search strategy. If AI systems can't read your brand, you could become invisible. Below, I share how AI visibility differs from SEO and five strategies to make your brand AI-visible.
