Artificial intelligence is redefining how people find products and services. As tools powered by large language models (LLMs) like ChatGPT become part of everyday life, the way consumers search, compare, and decide is rapidly shifting. Traditional search engines remain important, but AI-driven discovery platforms are introducing a new layer of influence in how information is delivered and discovered.

If your brand does not appear in AI-generated answers, you may already be missing opportunities to reach your audience. As of November 2025, ChatGPT is now the sixth most-visited website in the world, and similar models are growing quickly. The rise of AI has coincided with slower growth among traditional discovery platforms such as Google, Meta, and Amazon. Yet, nearly all users still use those tools, creating a significant overlap in how people explore and decide. Search behavior is not disappearing; it is expanding. AI is adding another discovery path that brands need to understand and optimize for.

Search Engine Optimization (SEO) and AI Engine Optimization (AEO) work together. Many of the same principles apply, but the focus points differ. The key is knowing what to optimize and how to strengthen your visibility across both.

How do large language models work?

Large language models are sophisticated systems trained on enormous volumes of text to understand language and generate human-like responses. They analyze text patterns to predict the most likely next word, creating coherent and relevant answers. It can help to imagine this process as a highly advanced version of text autocomplete that uses mathematics, statistics, and probability to generate meaningful responses.

Because LLMs rely on patterns rather than static databases, they can occasionally make mistakes or misinterpret details. This is why AEO is essential. It is not enough for your brand to be mentioned within AI tools. The information they surface must also be correct, consistent, and authoritative.

How are users adopting LLMs?

People are increasingly using AI to get direct answers instead of clicking through to websites. These “zero-click” searches mean that while users may not land on your site, they could still be reading information that comes from it. Brands that want to remain visible must ensure their data and messaging are the sources AI models draw from.

Search behavior within AI also looks different from Google. AI prompts tend to be longer and more conversational, which gives brands more opportunities to appear in niche or highly specific queries. These queries resemble long-tail keywords in SEO; less volume but higher precision and relevance. As AI queries become more detailed, brands have a better chance to appear in exactly the right context.

At the same time, Google searches are becoming more navigational. Users may discover brands through AI tools, but they often turn to Google afterward to visit the brand directly. This behavior underscores the importance of brand awareness and consistent messaging. You want consumers to find you in AI discovery and then recognize and search for you by name.
How do LLMs find and pull information?
When an AI system responds to a question, it pulls data from many sources across the web. These can include Wikipedia, Reddit, YouTube transcripts, editorial websites, and brand pages. The more consistent and credible your brand’s presence is across these types of platforms, the more likely AI systems are to surface your information.

Paid placements still drive much of Google’s search visibility, but AI tools lean on organic credibility. They look for information that has been validated through repetition. This distinction is one reason users are showing higher levels of trust in AI-generated answers. In research conducted by SimilarWeb, Chat-based platforms are already converting users at roughly 1.7% higher than that of Google, and that number continues to rise.

How can brands optimize their content for AI visibility?

Optimizing for AI visibility requires a holistic strategy that combines SEO fundamentals with new practices for credibility and context. The foundation is reputation. What others say about your brand across the internet matters as much as what you say about yourself.

Off-site mentions play a central role. Mentions in industry publications, affiliate sites, Reddit discussions, YouTube captions, and even social media comments all contribute to your visibility within AI models. These references help define your relevance and expertise within your industry. Public relations, influencer collaborations, and user-generated content are no longer optional; they are vital for shaping how AI perceives your brand.

On your own website, content should be clear, organized, and written in natural language. Pages such as FAQs, help centers, and product descriptions should answer real questions in a straightforward way. Consistency across your digital presence reinforces your brand identity and strengthens recognition across platforms.

The more cohesive and authentic your footprint is, the more likely AI models are to associate your brand with authority. Visibility within AI search is the result of being everywhere that matters, with clarity and consistency.

The Future of Discovery and How Communica Can Help

Discovery is changing, and AI is now an integral part of that shift. Brands that want to stay relevant must think beyond traditional search metrics and begin building visibility across AI-driven ecosystems. The strategies that worked five years ago will not be enough to sustain future growth.

Communica helps brands adapt to this new reality. Our team integrates SEO, PR, and content strategy with emerging AEO practices to ensure that your brand’s presence is optimized for both human audiences and the AI systems that inform them. We build credibility, consistency, and discoverability across every channel so your brand appears in the conversations that matter most.

AI discovery is not a trend; it is the next phase of digital visibility. Make sure your brand is part of it. Partner with Communica to strengthen your position in AI search and stay ahead of the next wave of discovery.