Learn how LLMs choose sources, why brands disappear from AI answers, and how to optimize for the future of search.
If you have ever asked ChatGPT or Gemini a question about a product, a market report or even a company's reputation, you may have noticed something surprising. The answers sound confident and complete but they almost never cite the brand's official website.
Everyone keeps talking about AI as the "future of search." But what most brands haven't realised yet is this: the real threat isn't losing rankings on Google, it's becoming invisible inside AI answers.
Search is changing faster than anyone expected. For more than two decades, brands have relied on traditional SEO to get visibility. Ranking on Google meant writing keyword optimized content, building backlinks, and hoping to land on page one.