Although traditional search engines like Google remain dominant, their position is increasingly being challenged by AI-driven alternatives. In response, Google has introduced new features such as AI Overviews and AI Mode, transforming the classic search experience into something more conversational.
This isn’t just a minor shift in user behaviour; it represents a fundamental change in how information is discovered and consumed online. The question is: Are businesses ready for the moment when LLMs account for 50% or more of all search activity?
This trend is further accelerated by platforms like Perplexity AI, which has gained significant traction with its new AI browser Comet, and by Microsoft’s integration of OpenAI technology into Bing.
For years, Google’s search volume has been the primary indicator of brand awareness and demand. But as search behaviour fragments across multiple platforms, this single metric now provides an increasingly incomplete picture.
So what should companies be measuring instead?
While Google’s search volume remains valuable, it should now be seen as part of a broader set of metrics that reflect the complexity of today’s search landscape.
Visibility within AI responses requires strategies that build on traditional SEO – and go beyond it. Several key factors influence AI citations, many of which overlap with conventional SEO principles:
Although classic technical SEO factors like page speed and mobile friendliness remain vital for overall web presence, they appear to have less direct impact on AI citations than they do on traditional search results. Instead, technical considerations should focus on:
AI chatbots prefer new and “fresh” content – particularly on rapidly evolving topics where information quickly becomes outdated. Moreover, content that provides direct, in-depth answers to specific questions earns more citations than broader, more generic material. This means it’s more important than ever to produce focused, detailed content that directly aligns with user intent.
AI favours content that is well-structured and easy to interpret, meaning:
Structural clarity helps AI chatbots identify and extract relevant information more efficiently, increasing the likelihood of being cited.
Google’s E-E-A-T framework — Experience, Expertise, Authoritativeness, and Trustworthiness – has long been essential for SEO, but it’s even more critical for AI citations. Content from recognised experts and authoritative sources is cited more frequently. This includes:
Websites with high domain authority are significantly more likely to be cited by AI chatbots. This suggests that established reputation and link equity – for instance, citations from forums and review sites – still matter in the AI era, although through different mechanisms than traditional search. Video content, for example, is becoming increasingly important. Gemini extracts transcripts from YouTube videos and uses them as “citations”, making video an essential content format for visibility in AI-driven search. Several brands have successfully used fast-paced YouTube Shorts to help AI models associate their brand with authority, relevance, and trust.
LLMs are revolutionising the customer journey, as AI chatbots increasingly bypass traditional website visits by providing users with direct answers and purchasing options. This “zero-click” paradigm – exemplified by Google’s AI Mode, its ‘Virtual Try-On (VTO)‘ for apparel, and Perplexity’s ‘Shop Like a Pro‘ feature – is fundamentally changing user paths, conversion funnels, and attribution models. Despite these challenges, brands can leverage new opportunities through direct purchasing integrations in AI interfaces, strategic platform partnerships, and AI-assisted decision-making that guides consumers through comparison and personalisation.
To succeed in an AI-driven market, organisations must move from surface-level initiatives to a genuine ‘AI-first’ transformation. This means restructuring with governance systems specifically designed for AI integration and decision-making. Leaders should prioritise investment in unified data and AI technology platforms that support operations across all business functions, while embedding AI into core processes rather than treating it as a peripheral initiative. At the same time, this transformation requires a shift in recruitment strategy – developing both technical expertise and a culture where human–AI collaboration becomes a natural part of everyday work.
The opportunity to gain a ‘first mover’ advantage is right now – are you and your business ready to future-proof your digital brand strategy?
Reach out to Martin Thrysøe, SEO Lead, to learn more:
mt@ambition.dk
+45 6016 2665
Learn about the differences and similarities between GEO and SEO – and how to achieve visibility in both search engines and AI chatbots as the search landscape and user search behaviour changes.
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