If you’re a founder of a startup or even an established business, you’re probably wondering how being visible in AI and showing up for searches actually helps your business. 

We were asked this by one of our clients Vince (the CEO of SAAS startup Pzaz). And I explained that his target buyers were not always searching for companies like his to purchase from, but instead looking to understand the problems that his software solves.

We explained that by consistently showing up as the top choice in AI search, you prove that you solve buyers’ problems. We then explain how to make that happen as we’ll share with you now.

1. How AI search is overtaking traditional search
2. ​​How AI is used as a search engine
3. What makes AI search different?
4. What happens when your buyers search in AI?
5. How AI citations position your business as an authority
6. How AI search determines authority
7. Why SEO doesn’t work for AI search, and GEO does
8. Making your solution (and business) AI discoverable
9. Case study: Making Infrascale the 3rd most visible Disaster Recovery brand in the US
10. GEO is like SEO was in 2000, but with a twist
11. Get the first mover advantage in AI search

How AI search is overtaking traditional search

AI search refers to the use of AI platforms, such as Google’s AI Overviews and AI Mode (both powered by Gemini), Claude, Grok (part of X), and Perplexity, to quickly find answers. These platforms shift the search model away from links to solution-focused results. 

AI platforms operate on a freemium model: free to start, with paid upgrades unlocking more powerful versions. These advanced models do more than answer questions; they often possess capabilities such as image generation and more advanced reasoning. Plus, they offer increased privacy, ensuring that your prompts (and answers) don’t become part of the AI’s training data and model. 

Based on our data from the last 12 months, the chart below illustrates which AI platforms people are using the most in the US:

ChatGPT is the clear leader, with 24% considering it their main choice, followed by Google at 10%.

What makes AI search different? 

AI search differs from search engines in a number of ways, with the predominant differences being: 

1. More input: AI has a much higher input window, as it can take in vast amounts of information in different formats (such as images, spreadsheets, files)
2. More output: AI can also produce custom images, computer code, essays, and videos

Search engines extract information from web pages and score their content based on a number of factors (relevance, trust, and authority). 

Conversely, AI search relies on search engines to extract information and then utilises a Large Language Model (LLM) to understand the interrelationships between words and sentences. This results in a more contextual understanding, allowing AI platforms to generate a single, accurate answer.

Unlike search engines, AI doesn’t just point you to pages; it synthesises and delivers a single, contextual answer. That shift away from ten blue links (that may still not answer a query) to one precise AI answer is changing the game. The time saving is huge, and AI delivers creative responses, detailed explanations, and interactive learning all in one.

Looking at this data, it’s easy to see what people in the US like about using ChatGPT over traditional search engines:

The top reasons ChatGPT is preferred include:

• Creative responses (19%)
• Detailed explanations (12%)
• Interactive learning (8%)

How AI is used as a search engine

People are using AI to solve real problems. From fixing code to handling HR issues, writing marketing copy for landing pages, and addressing other business and real-life challenges, AI is providing solutions for a wide range of queries. 

Our data shows that most people (17%) are using AI to learn something new, followed by creative writing (10%) and research support (10%).

Research support is one of the ways journalists and bloggers look for information for their articles, and AI is now a source for data and citations. When your content features in ChatGPT and on other AI platforms, your company earns mentions and backlinks in their publications, boosting your authority.

What happens when your buyers search in AI?

When people search online using an AI platform, they get bespoke results tailored to their search query. In AI, the search query is known as a “prompt”.

In addition to search result answers, AI cites the sources used in providing the answer to the prompt. Those citations drive clicks, conversions, and business inquiries, with our data showing that 31% of AI searchers are more likely to engage with cited sources.

This is where Generative Engine Optimisation (GEO) comes in. By investing in GEO and getting cited in AI, your business gains visibility among your target buyers from a new marketing channel. In doing so, it benefits sales and promotes marketing-led growth.

How AI citations position your business as an authority

Citations = trust. When you appear in AI search results, buyers see your business as an authority and an expert on the topic. This positions your brand as credible, knowledgeable, and up-to-date. 

Here’s what people in the US think about the information sources cited in ChatGPT:

The information sources cited, including content from business websites, are considered to be varied (42%), credible (17%), and up-to-date (6%).

Of course, not everyone can be cited as a source of information. For that to happen, your content must teach the AI something new that adds real value. That’s how authority gets built. This new and significant content adds value to both the AI and its users, which is why it gets cited in future searches.

How AI search determines authority

To feed its models, AI relies on data from search engine results and partnered web publishers. The search engines prequalify content, ensuring it’s relevant, authoritative, and discoverable. Strong SEO gives your business prominent visibility, forming the foundation AI relies on.

To claim authority in AI and search engines, your website must already carry intrinsic SEO value before AI platforms can model it. From there, publishing and promoting content that teaches AI something genuinely new is how your company establishes itself as a recognised authority.

Why SEO doesn’t work for AI search, and GEO does

SEO alone won’t deliver consistent success in AI search. GEO outperforms traditional SEO for AI and search engine visibility, and here’s why.

Search engines are keyword-driven, which comes with limits. You don’t know who’s actually using these keywords. Your audience could be anyone but your target buyers. 

For the past 15 years, the SEO playbook has taken a one-size-fits-all approach. It worked for rankings but created content that no one wanted to share. Although brands still stuck to it, it ruined the internet because it catered to search engine algorithms, not people. 

AI search changes the rules. 

It uses LLMs that provide bespoke answers, and the standards for content quality are much higher. To succeed here, you need data about your target buyers that keyword research tools like Semrush or Ahrefs simply cannot deliver. Without it, no topic plan will perform in AI search.

GEO gives businesses the edge by producing thought leadership grounded in proprietary, people-driven data the world hasn’t seen before. If your data isn’t unique, AI (or anyone) has no reason to reference you or recognise you as an authority. In the data science world, this is known as “information gain”.

This proprietary data is what elevates your business above competitors, even in AI results. You’re no longer just publishing content. Instead,  you’re adding real value, driving information gain into AI models, and benefiting the people who rely on those models to find answers.

Making your solution (and business) AI discoverable

Start with the fundamentals. Make sure your website has the SEO basics locked down so your content is discoverable by AI and traditional search engines. This is the foundation. You can’t play the game if you aren’t visible.

Next, get to know your target buyers using market research as your map.  Unlike SEO, don’t waste time emulating them or reverse-engineering algorithms, as those tactics won’t reveal the truth. The real answers come from your actual audience.

Let the data guide you. Research will show which topics capture your buyers’ attention most. These are the topics that should drive your content strategy for AI and search engines.

When writing, prioritise content that ties directly to your business offers and carry out further market research within that topic to ensure you’re bringing something useful, new, and significant to your target buyer. 

Unlike SEO, your content must:

• Tell your buyers something new
• Help them learn from other target buyers just like them
• Use proprietary data
• Include your perspectives as an expert
• Make video shorts from extracts of your thought leadership piece

Finally, amplify. Promote your content through digital PR, social media, newsletters, forums, and every channel where your audience is active. Unlike old-school SEO, if you’ve followed these steps, your content goes beyond simply existing and engages your audience, gets cited, and spreads across networks, turning visibility into influence.

Case study: Making Infrascale the 3rd most visible Disaster Recovery brand in the US

Infrascale is a disaster recovery and cloud backup company operating a Software as a Service (SAAS) business model.

Our main focus with Infrascale was (and still is) to provide data-driven thought leadership that supports both AI and traditional organic search, social media, PR, and other content marketing channels.

In 12 months, we’ve achieved:

• Backlinks from authoritative sources
• 1,827% more Google page 1 and AI citations 
• 3rd most AI visible brand in the US for disaster recovery and cloud backup
• 5X more organic traffic and added revenue

CMO of Infrascale, Michael L. Clark,  sums up the experience, saying: 

Thanks to Artios, we’ve produced research-grade content at a fraction of the cost. In about 3 months, we gained visibility in a highly competitive search market and saw increases not just in SERP impressions but in high-quality traffic that converted to leads and deals.

Andreas delivers precise insights and measurable results. His deep SEO expertise stands out in a space crowded with lesser talents, but his real strength lies in applying it to drive multichannel value, bringing insights that shape broader content and customer engagement efforts. He improves how you attract, engage, and convert new customers.

He’s not just extremely effective; he’s fun to work with. It’s rare to come across someone with such a unique combination of marketing leadership, SEO expertise, and a relentless drive for results. Andreas consistently impressed me with his ability to creatively apply data science to a wide variety of marketing channels, going far beyond the realm of just SEO.

Andreas delivered competitive SEO results at a pace that I wouldn’t have thought possible (4X traffic in 2 months anyone?!). His innovative use of data allowed us to outpace competitors and gain visibility in record time.

Beyond his data science and strategic skills, Andreas is a joy to work with. His infectious enthusiasm, collaborative spirit, and willingness to go the extra mile made him integrate well with our team.

GEO is like SEO was in 2000, but with a twist

In 2000, SEO was relatively new, unpredictable, and the best practices were changing rapidly. Most corporate brands ignored it or didn’t invest, leaving it to web designers or developers to figure out and manage. The startups that saw the opportunity early, like Expedia, seized it and became nationally recognised brands while the rest scrambled to catch up.

Fast forward to November 2022. ChatGPT launches, and history repeats itself by presenting a first-mover opportunity for businesses. 

AI search is the new frontier, and the first movers stand to dominate. However, best practices for GEO are still uncharted. Most “GEO” efforts are simply rebranded SEO, using the same old playbook with no adaptation or innovation, leaving a massive gap for those willing to break with convention.

Get the first mover advantage in AI search

GEO isn’t waiting, and neither should you. 

Just like SEO in its early days, the cost is rising as more businesses realise the revenue potential of AI search, creating increased demand.

However, unlike SEO, AI is levelling up faster than anyone imagined. Agents are already making purchases, booking appointments, and running tasks, with potential applications extending far beyond this. 

If your business is not visible in AI now, you risk being left off the map entirely while competitors capture the attention and the revenue of your future customers.

Want your business consistently showing up as the top choice in AI results, creating an effective lead pipeline? Talk to us today.

About the author

Andreas Voniatis is the founder and CEO of Artios. Andreas has delivered organic inbound traffic from search engines and AI for almost 25 years, working with companies worldwide, from startups to enterprise brands like Amazon. Andreas is also the author of Data Driven SEO with Python (Springer, 2022). His hobbies include using data science to optimise his stock portfolio, long walks, strategy games, and cooking ambitious meals for his family at home.

He started life as a certified accountant (his first job graduating from university college), and then by accident discovered the (then) new exciting world of SEO. Towards 2012, the first wave of AI known as machine learning arrived and Andreas started retraining as a data scientist, revisiting all of his high mathematics course notes that he studied at college so he could keep up with the linear algebra required to build AI from scratch.

Frustrated with the limitations of decision tree based machine learning AI models, Andreas turned to building his first Large Language Model (LLM). He recruited some of the best minds that worked as senior engineers in companies like Amazon and produced an AI, trained on data, some of which was generously donated by Botify, that could read a web page and write a human intelligible meta description.

It was then Andreas saw that the writing was on the wall for SEO because LLMs are so much smarter at giving you what searchers wanted as opposed to being served a list of “ten blue links” and then being left to to “figure out” the answers for themselves.

Andreas started preparing for the emerging and upcoming new age of online search by harvesting audience data online as basis of producing thought leadership reports that AI search engines of the future would want. 

Fast forward to 2026, Artios is probably best placed to help businesses secure visibility in both AI and traditional search results.

About the Data

The graph data is sourced from an independent sample of 15,802,615 United States people’s opinions across X, Reddit, TikTok, LinkedIn, Threads, and BlueSky. Responses are collected within a 95% confidence interval and 5% margin of error. Results are derived from opinions expressed online, not actual questions answered by people in the sample.