AI is talking about you, are you in control?
AI is now shaping your brand’s reputation – whether you like it or not. The question is: are you in control of what it’s saying about you?
For years, Google was the main gatekeeper of online visibility, and SEO was the currency of attention. Brands invested in websites, articles and headlines designed to climb search rankings.
But that world is changing fast. For the first time in a decade, Google’s global search market share has dropped below 90%. Today, more people turn to AI tools like ChatGPT, Perplexity and Gemini to search and get answers. Unlike Google, these platforms don’t deliver lists of links. Instead, they scan information across the internet and present confident, concise answers.
The problem? Their responses may be persuasive, but they’re also prone to error and bias, leaving your brand vulnerable to misrepresentation.
This shift in information-gathering has created a new discipline: generative engine optimisation (GEO). It’s an evolution of SEO but instead of using keywords to climb search rankings, GEO focuses on making your content easy for AI platforms to find, interpret and cite, so that your brand appears in AI results.
AI engines care less about catchy headlines and more about clarity, credibility and structure. Crucially, it doesn’t just pull from your own website and rarely ever quotes your brand messaging verbatim. It draws from a wide set of external sources, such as news outlets, research reports and even social channels.
At the same time, commercial partnerships between AI providers and major publishers, like The New York Times, Financial Times and Associated Press, mean these licensed sources carry more weight. For example, when asked “What is the UK’s most sustainable new development?”, AI engines often quote trade press or FT coverage – not developer or architect websites. Building strong relationships with reputable media is critical.
Even Google’s traditional search function is shifting to AI-powered summaries. The Daily Mail recently revealed that since Google started showing “AI overviews” at the top of search results, the number of people clicking through to their websites has dropped by as much as 89%.
If your digital footprint isn’t clear, consistent and well-structured, it’s time to take stock.
What AI engines look for:
Citations: Credible, third-party mentions matter most.
Structure: Bullet points, FAQs and tables are easiest to grab.
Consistency: Mixed messages across your website, social channels and reports confuse AI.
Frequency: Regular, positive coverage builds visibility. Sentiment: The emotional tone of your coverage can shape how AI presents you.
Five steps to get ahead:
Check your presence: Ask AI tools questions about your sector. Does your brand show up, and how?
Structure for AI: Publish content with clear headings, lists and takeaways.
Be consistent: Align messaging across press releases, websites and socials.
Show expertise: Share insight-driven articles and collaborate with respected organisations.
Monitor constantly: Track how your brand is described and refine positioning as needed.
Clarity, quality and credibility will pay dividends as AI becomes the primary way people search for information. The brands that succeed will be those whose stories are told consistently and convincingly by others.
If you’d like to discuss how generative engine optimisation could strengthen your digital presence, or learn more about ING’s research in this space, please get in touch with us.