The phrase “Google it” may not hold the same weight in the age of AI-powered search engines. Increasingly, shoppers are turning to AI platforms like Google AI Overviews, Gemini and OpenAI’s ChatGPT to discover, research and even purchase products. The shift is reshaping brand visibility.
In response, marketers are testing everything from revamping frequently asked question site pages to reconsidering branded blogs to understand, and influence, how their products appear in AI-generated results.
“There’s been a marked shift in awareness: brands are realizing that years of hard-earned search equity are being reshaped overnight as AI moves from search engines to answer engines,” David Hayes, head of digital, Europe at the global creative collective, Forsman & Bodenfors, said in an email to Digiday.
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