I’ve started noticing a quiet shift in how people find information online. Recently, I saw someone use ChatGPT not just to answer questions — but to research what to buy, what to do, and which brands to trust.
Then came the aha moment: we received an inquiry at IMPACT, and when we asked how they found us, the prospect said, “Through ChatGPT.” They even shared a screenshot showing how we appeared at the top of their ChatGPT result.
That was a turning point. It made me realise: AI search isn’t the future — it’s here.
The Rise of AI Search as a Marketing Channel
We’re now entering a new era where AI tools are becoming discovery engines in their own right. Instead of just typing keywords into Google, people are asking AI assistants for contextual advice and recommendations.
A recent study found that 60% of users use AI tools like ChatGPT when making purchase decisions, and many now trust AI recommendations more than human referrals because they feel the AI “understands” their context better.
For marketers, that means AI discoverability is the next major visibility battleground. The rules of SEO are evolving — and we’ll soon need to optimize for AI engines, not just search engines.
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ChatGPT, Google AI Overviews, and the New “Twin Pillars”
Today, the two dominant AI search ecosystems are:
- ChatGPT (and its SearchGPT mode)
- Google’s AI Overviews (Gemini)
ChatGPT already drives an estimated 0.2% of global web traffic indirectly, while Google AI Overviews appear in around 10% of search queries. This hybrid model — blending AI and traditional results — is redefining what “page one” means.
At IMPACT, we believe that in the near future, marketers will need to optimize for two pillars of visibility:
- SEO — ranking for search engines
- AISEO (or AEO/GEO) — ranking for AI engines
Why AISEO Is Different (and Harder)
1. Visibility Is Probabilistic, Not Deterministic
Ask ChatGPT the same question twice, and you might get different answers. Unlike Google, AI recommendations vary based on phrasing, context, and user behaviour.
That means AI visibility isn’t stable — it’s probabilistic. To measure presence, businesses should run AI visibility audits multiple times using varied prompts to see when (and how) they appear.
2. Attribution Is Much Tougher
With SEO, it’s easy to track impressions, clicks, and conversions.
With AI search, however, users often see brand mentions directly in AI answers — but never visit the site. You might get discovered without any referral traffic at all.
This makes traditional SEO analytics less useful. Instead, businesses need to monitor proxy signals like branded search growth, direct visits, and user surveys (“Did you find us through ChatGPT or AI tools?”).
3. Content Must Be Structured, Specific, and Comparative
AI models retrieve and cite information differently. They prefer structured, comparison-based, and data-backed content that’s easy to interpret and quote.
The content formats most likely to be cited include:
- “Best of” and “Top 10” lists
- “X vs Y” product or service comparisons
- FAQs and use-case explainers
- Data-rich research or feature breakdowns
In essence, AI doesn’t just read your content — it interprets it. The clearer your structure, the higher your chance of being surfaced as a trusted recommendation.
The Brand Factor: Your Competitive Moat
Because AI search results depend on trust and credibility, brand authority is more critical than ever.
If your company is already known, has strong domain authority, and publishes credible insights, AI systems are more likely to reference you. For many SMEs, this reinforces the importance of long-term brand building — not just short-term keyword rankings.
Practical Steps to Get AI-Ready
Here’s how to start future-proofing your visibility strategy:
1. Run an AI Visibility Audit
Ask ChatGPT or Gemini:
- “What’s the best [product/service] for [specific use case]?”
- “Which [brand] do companies use for [specific function]?”
- “What do people say about [your brand]?”
Note the results and which sources are being cited — those are your content competitors.
2. Create Comparison and Use-Case Content
Don’t let others define your narrative. Write your own comparison pages (e.g. “HubSpot vs Salesforce: Which Fits SMBs Best?”).
Include feature tables, visuals, and clear differentiators. Make it easy for AI to extract key points.
3. Build Authoritative, Structured Content
Use data, quotes, and citations.
Think of your content as something that AI will want to “quote.” Clear structure, depth, and credibility go further than keyword stuffing ever did.
4. Keep Measuring and Iterating
Because AI search is dynamic, visibility tests should be ongoing — not one-off. Run audits quarterly and track emerging AI mentions and traffic correlations.
The Future: SEO + AISEO = Visibility Everywhere
AISEO is still a developing field — but it’s moving fast. In the coming years, I believe businesses will need to optimize for both search engines and AI engines.
The goal is no longer just ranking — it’s about being recommended.
The best strategy today?
- Strengthen your SEO foundation
- Create structured, credible, comparison-rich content
- Build brand authority
- Track AI visibility experimentally
- Stay skeptical of “AISEO hacks” and focus on fundamentals
At IMPACT, we see this as the next great evolution in B2B digital marketing. SEO and AISEO will become two sides of the same coin, and the brands that master both will own the future of discoverability.
About the Author
Donald Chan is the Founder of IMPACT! Brand Communications, a digital and content marketing agency headquartered in Singapore. With over 12 years of agency leadership and 20 years of marketing experience, he helps brands in B2B, technology, and emerging industries achieve real marketing impact.