The way consumers discover and interact with brands is fundamentally shifting

For decades, search engine optimization (SEO) has been the cornerstone of organic discovery and the primary mechanism through which users found and returned to digital experiences. Brands have created entire marketing programs around these rules — acquiring traffic, guiding journeys, and measuring it all in clicks. But with the rise of generative AI-powered tools like ChatGPT and Google AI Overview, the way consumers discover and interact with brands is fundamentally shifting.