Advertising groups and tech start-ups have been racing to find ways to help brands boost their likelihood of surfacing in results from artificial intelligence chatbots, marking a new era of “search engine optimisation”.
Companies such as Profound and Brandtech have developed software for monitoring how frequently brands were surfaced by AI-powered services such as OpenAI’s ChatGPT, Anthropic’s Claude and Google’s Overviews feature.
Brands such as fintech company Ramp, jobs search site Indeed and Pernod Ricard-owned Scottish whisky maker Chivas Brothers have adopted the software. They are hoping to reach millions of users who regularly use generative AI products as a new method to search for information online — a shift that poses a long-term threat for Google’s main business.