Why are large companies already investing in AI Search (AISO, GEO, AEO) activities?

First, a quick explanation of the abbreviations mentioned above:

1. AISO – AI Search Optimization – the equivalent of SEO as we know it, but with AI in mind. It focuses on building visibility in AI-generated responses, e.g., in ChatGPT, Perplexity, Claude, Deepseek, or Gemini. The goal is to gain brand mentions, citations, traffic, and conversions from the AI channel, along with recommendations for the brand or its products in AI-based tools. This is a broader approach to AI positioning that, in a sense, encompasses the two definitions below.
2. GEO – Generative Engine Optimization – is often used as a synonym for AISO, but is definitely narrower, focusing on optimizing content for generative search results, such as Google’s AI Overviews.
3. AEO (Answer Engine Optimization) – this concept emerged slightly earlier than AISO and GEO, aiming to optimize for direct answers provided to users, such as those from voice assistants or direct answers still found in Google.

Source: specbee.com

Since March this year, Google’s AI Overview has been available in Poland, revolutionizing the way we approach search. AIO results have forced the SEO industry to develop new strategies and adapt to the way Google cites sources in this module. The result is declining organic traffic (declining clicks) and a substantial increase in views.

And that’s not the end of the changes from the well-known giant. In Poland, we are still waiting for the introduction of the so-called AI Mode, which is already available in the United States. AI Mode is a new search system that, instead of links to pages, presents an AI-generated answer, with the option to ask additional questions for clarification.

In parallel with Google’s proposal, AI models such as ChatGPT, Claude, Copilot, and Perplexity are being developed. These solutions are very attractive from the users’ perspective – they provide comprehensive answers in seconds, saving the time typically required for standard Google research. AI models are already beginning to take over part of the global search market, and the trend is still growing strongly.

How is the world of search changing as a result?

• In addition to classic SEO, strategies should also include AISO (optimization for AI-generated results), not just on Google.
• We are transitioning from search results presented as a list of links to pages to conversational responses and brand mentions.
• KPIs from organic traffic are changing from click-through rates on Google to visibility in AI responses.

Visibility in AI is not only about appearing in responses but also about building a brand narrative. Users can ask directly about your brand, so it’s essential to provide AI with information about your company. You need to ensure consistent, specific communication across the brand’s website and social media, as these are often sources of information for AI models. 

To enhance AI responses, it is also worth conducting e-PR activities to build the company’s mentions in valuable sources and industry media. Each such mention is a positive signal for both users themselves and Google and AI bots.

What should you watch out for when building your brand’s reputation in AI? An important aspect will be AI Brand Safety, which involves monitoring the information that models provide about a given brand. Any incorrect information regarding prices, opinions, or terms and conditions can trigger an image crisis. That is why larger brands are already investing in AI visibility monitoring to keep their finger on the pulse in case of potential irregularities.

In addition to building brand image, AI also enables generating website traffic and acquiring leads and customers. Users are eager to ask AI tools for recommendations on services and products, and the models, in turn, often return suggestions with specific links to websites. It is also only a matter of time before advertising campaigns are introduced in AI tools.

For many industries, AI has already become a new sales channel (e.g., for SaaS, it can generate over 20% of new conversions). Corporations accustomed to acquiring customers through organic traffic treat AISO as a natural extension of their SEO strategy in the new environment.

Investing in AI Search is also an effective aid in multi-market expansion for global brands. Why? AI models learn content in multiple languages simultaneously, enabling AISO to scale across markets at lower cost.

Beyond the sheer scale of AI Search, now is still a good time to secure a competitive advantage in this customer acquisition channel. Companies that are the first to invest in AI visibility will establish a position that will be difficult to take away from them later. 

In the long term, this means lower customer acquisition costs (CAC) for companies compared to, for example, the paid channel, as well as higher loyalty among users who treat AI models as advisors with a high degree of trust.

Time is of the essence in this case – the sooner you start appearing in AI, the better. Models collect data from the web in real time and also rely on their own database of trained knowledge. If they get to know your brand better, they are more likely to recommend it to other users. Competitors in many niche industries have not yet implemented AISO strategies, so you have the opportunity to gain an advantage as an early adopter. Ignoring AI in Search could be a repeat of the mistake made by companies that started investing in SEO or e-commerce too late.

At Delante, we are happy to support your brand in acquiring traffic and leads from AI tools.
What does the AISO cooperation process look like with us?

1. We start by checking whether your website is technically adapted for interpretation by AI bots. We conduct an AI-Ready Audit to determine whether changes or improvements are necessary.
2. Then we analyze your brand’s visibility in AI models such as ChatGPT, Gemini, and Perplexity.
3. At the same time, we also manage your website’s Bing positioning. Few people know that Bing, not Google, is the source of information for ChatGPT – and this model usually generates the most traffic and conversions.
4. We also handle the strategy of creating and optimizing content in formats AI prefers, such as rankings, comparisons, FAQs, and appropriate schemas.
5. We optimize the website’s structure and accessibility for AI by implementing structured data and verifying the JS code.
6. Every month, we report mentions of your brand in AI, brand voice level, traffic from AI, and conversions from these tools – because we always believe that digital marketing is the quantifiable side of marketing and should pay for itself.

SEO is definitely not dead, but it is evolving rapidly, leading to the emergence of new elements that are important to the customer journey and customer experience: previously, UX and CRO were part of SEO or SXO, but today they are separate areas of activity. The same is true in the area of AISO, which, despite sharing some elements with SEO, is an entirely different channel of activity because it has different metrics (not organic traffic, but mentions in AI), a different search method (not in Google, but in Chatgpt) – and now every company has an excellent opportunity to become an AI leader in its industry.