Why AI search is reshaping how Kiwis see businesses

Most business leaders are focused on how their teams use AI tools. But far fewer are thinking about how AI is shaping how people view their business. 

That's a mistake.

Nearly half of New Zealanders under 45 use AI tools when researching a business, product or service. And more than one third (37.66%) of Kiwis in this age group have changed their opinion of a business based on information provided by AI.

It's clear New Zealanders are already being heavily influenced by AI algorithms.

Is this a concern? Absolutely. But that won't stop AI continuing to grow.

Companies that don't recognise AI's impact on how we get information will soon be left behind.

Top executives are already realising they have some control over what AI spits out to the billions of questions asked each day. They are updating their brand and reputation strategies with activity that factors in how AI is changing how people are consuming information.

The new era: "Google it" vs "Ask AI"

AI search across all generative platforms is predicted to surpass traditional search by 2028.

For the first time in decades Google's dominance is being questioned, but it's already repositioning for the transition. Its AI Gemini automatically answers many Googled questions and there is now a prominent 'AI Mode' tab when you run a regular search.

Google's main competitor, ChatGPT, which is now the world's fifth most popular website, is doing everything it can to get a larger slice of the pie. It has launched its own AI powered browser: ChatGPT Atlas.

Along with a host of other competitors, the battle lines are being drawn. It's the wild, wild west right now, but I expect a more controlled future filled with advertisements and exclusive source content partnerships.

Where do AI answers come from?

AI algorithms take information from an enormous range of sources.

This includes government and academic domains, knowledge platforms like Wikipedia, trade publications, national and global media, brand websites, syndicated content, social media platforms, and review sites.

AI tools are working hard to give users the most useful answers possible. This earns their trust and keeps people asking questions. The algorithms are built around this, so the more trustworthy and authoritative the source, the more likely it is to be cited in an AI answer.

Citable traditional media outlets often perform well, as do government and education sites. High traffic sites with opinionated content that isn't entirely controlled by brands like YouTube and Reddit are also regularly cited.

The type of question is also a crucial factor.

Factual questions are typically answered by the AI's training data. For example, the periodic symbol for iron is Fe. There's no chance of changing that answer.

It's opinion-based answers that can be influenced. Asking about fashion trends or emerging start-ups is more likely to draw from fresh online content and social media, while health-related questions prioritise the most trustworthy, long-established sources.

New rules for your website

While getting others to talk about your brand is king, it's also crucially important to keep your own house in order.

Some research shows that business websites are only typically included in less than 10 percent of AI citations but that's constantly changing depending on the industry and prompt. Regardless, it's still a decent slice of an extremely large pie.

So how do you optimise your website to be attractive to AI?

Well, the basic principles of search engine optimisation (SEO) still apply. Much of what helps your website get to the front page of Google will help you get included in AI answers.

However, there are changes you can make right away to improve your chances.

Most importantly, ensure you've enabled citations. AI won't get much if it doesn't have access to your website. Once this is set, research the questions your target audiences are likely to ask and ensure the answers are clearly written on your website.

Technical requirements will further improve your chances, such as having strong schema markup and structured data. But remember you can't just stuff key words and answers across every inch of your website. AI is too smart for that.

AI search is the future

The work that goes into the emerging field of influencing AI answers hasn't even settled on a universally accepted name. The most popular terms for it are generative search optimisation (GEO), answer engine optimisation (AEO) or AI search.

No matter what you call it, I believe GEO / AEO is one of the most important developing areas in marketing.

Everyone knows AI search is the future. The companies that stay on top of the trends will have a distinct advantage.