Search is evolving — fast.
AI tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) are reshaping how people find information. In fact, more than half of Gen Z now use TikTok and ChatGPT as part of their search process, and AI-powered answers are increasingly skipping the need to click on traditional search results.
That means your next customer might never see your carefully optimised blog post — unless your content is structured to show up in AI responses.
If your brand isn’t being cited by generative tools, your pipeline could quietly suffer — even if your SEO has historically been strong.
Here’s what to do about it.
Generative AI relies on structure, clarity, and authority to surface relevant answers. That means:
Use headings, bullet points, and Q&A formats
Add schema markup to pages
Make sure your site is fast and mobile-friendly
This is basic SEO, but it now determines whether you show up in AI answers. If you’ve been publishing bloated or bland content, it won’t make the cut.
Quick check: If you ask ChatGPT a question your site answers, and it doesn’t mention your brand — you’re invisible.
Your team has the gold — it’s just not published yet.
AI thrives on unique, high-trust, subject-matter-specific insights. That means:
Mining Slack threads and Notion docs for ideas
Interviewing internal experts for real POV
Turning product knowledge into helpful posts and FAQs
Content that’s specific, real, and clearly written is more likely to surface in AI-generated results — especially if it reflects your actual expertise, not just general info.
AI is flattening the web. Everyone sounds the same.
Brands that are winning have a clear tone, perspective, and language. That means:
Cutting jargon and filler
Writing like a human (not an AI)
Embedding brand language consistently across channels
Distinctive, well-structured content beats keyword-stuffed articles every time. Even AI can tell the difference.
We help brands:
Rebuild their sites for AI visibility
Create content that real people (and LLMs) care about
Use HubSpot to automate content workflows with structure baked in
Or chat with us about an audit of your site + content for LLM optimisation.