Patrick Brightman - 03/10/2026
Summary: AI search traffic is experiencing hockey stick growth. Brands need to implement a new strategy when it comes to developing content (and PR too!) or else their target audiences will not consider them in their purchasing decisions.
Not a day goes by, seemingly, without some reference to artificial intelligence (AI). One aspect that isn’t getting enough attention is AI search. Businesses need to implement new approaches to their marketing plans or risk losing website traffic, brand awareness, and ultimately leads and sales.
The reason is simple. More consumers are using AI search to do research, form opinions, and help make buying decisions. It applies to all brands in every market – and it’s only going to continue.
AI search traffic Is up 527% year-over-year, according to a Pew Research study. More than a third (37% to be exact) of consumers started searches with AI instead of Google in 2025 and it will only grow in 2026, as 63% of respondents to a survey by Eight Oh Two expect to use AI more this year.
We discussed PR tactics to address AI search in a previous post. Now, let’s dive into content.
Before we jump in, however, it’s important to note that content ultimately has to be written with the target audience in mind. It has to be entertaining, educational, and beneficial for the person who is reading it – whether it is a web page, blog, or downloadable asset.
Understanding GEO
To develop an effective strategy, it’s obviously important to understand the nuances between traditional search engine optimization (SEO) and generative engine optimization (GEO).
What exactly is GEO? Well, it’s aimed at improving how generative AI systems, such as large language modules (LLMs), multimodal models, and image generators, produce useful results. Brands need to establish processes that will ensure they are included in these systems’ outputs to stay connected to consumers.
It’s important to recognize GEO produces a different type of result than traditional SEO. It delivers quick explanations; in essence overviews. SEO has those well-known “10 Blue Links” that require people to click, read, and summarize on their own.
This is not to say GEO replaces SEO. In reality, it’s just a new step in how consumers learn about brands. People use AI search to sift through the litany of information to save time. They use SEO to validate their opinions formed from GEO results. So, alignment between GEO and SEO is vital for brands to gain customers.
Takeaway: LLMs extract from multiple sources for one collective response while traditional search uses single-source links for greater content depth to achieve more information from one webpage. So, GEO efforts should complement, not substitute, traditional SEO.
AI Search Forces Brands to Rethink Content
Consumers becoming more reliant on AI search for brand research and to help form opinions means companies need to alter their content approach. While subtle, these changes will make big differences in how LLMs see your products and services.
Starting off, blogs and other web content should begin with a summary. Here are four more key adjustments:
Situation: LLMs cite an average of 12 sources in their responses, according to AthenaHQ ‘s State of AI Search 2026 Report.
Solution: Companies need to structure blogs, web pages and similar content in shorter, more digestible chunks so LLMs can easily include it in results. It makes it simpler for AI to understand it, reuse it, and cite it accurately. The favorite content formats of LLMs include:
- Q&A
- FAQs
- How-to
- Comparison tables
Situation: People are entering long-tail terms that are full questions when it comes to AI. In fact, prompts are 3x longer than traditional queries in search engines. They are also more sophisticated and personal.
Solution: Structure content in a manner that mirrors how people input prompts into LLMs. Three important approaches are:
- Answer specific, scenario-based questions
- Use the same voice as your target audience
- Use precise, conversational phrasing
Situation: Multimodal and structured exploration is growing due to the ability of AI models to process audio, imagery, and video snippets. (Note: traditional search is also advancing to support multimodal.)
Solution: Brands need to create content with multiple elements that allows LLMs to produce synthesized responses. If it is a complex subject, use visuals and video clips. For these reasons, alt text and transcripts should be very descriptive to make it easy for AI algorithms to interpret the content.
Situation: AI models prioritize up-to-date, current, and credible information over content that is older.
Solution: Frequency matters when it comes to AI search. Put together a content calendar to adhere to a posting schedule. If a post from 1-2 years ago is still relevant, give it a fresh look so AI algorithms will see it as valuable.
Bonus Tip: Traditionally, brands have written blogs that focus on positioning a product or service as the best choice. In the world of AI search, that’s not enough. Blogs and related content need to explain why that product/solution is a better option than alternatives in specific use cases. The reason? Those are the prompts people are typing into LLMs. In fact, 54% of consumers use AI search to compare products.
If you’re ready to dive into the AI search pool, feel free to email me and we can develop an effective strategy together.