Now only one metric matters on the Internet: the visibility of AI

Generative artificial intelligence platforms, such as ChatGPT and advanced Google search tools, are redefining the way users interact with brands. With a paradigm shift in digital marketing, the visibility of AI has become the primary point of influence, meaning that content must be specifically designed to be seen and cited by these technologies.

No click, no euro

A study by SparkToro revealed that almost 60% of Google searches end without a click, as consumers get answers directly on the page. This shows that traditional SEO strategies are losing effectiveness and it is crucial to optimize content for experiences generated by AI. This is where optimization for generative engines (GEO) comes into play, which shares characteristics with SEO but focuses on how information appears in AI-generated responses.

For the content to be cited by AI, it must meet the reliability and authority standards defined by the E-E-A-T framework (experience, expertise, authority, and trust). This implies that the texts should be well-structured, contain references to reputable sources, and directly and concisely answer the most common questions. The more recognized sources included, the better the brand perception will be.

Likewise, it is important for brands to maintain a coherent and human voice in their communication to effectively connect with audiences. Content that adapts to these new requirements will not only increase visibility but also enhance consumer trust and, consequently, influence their purchasing decisions.

In this context, brands must be attentive and adapt to an era where visibility in AI environments becomes a key indicator of fairness and long-term influence in the market.