The arrival of conversational search engines based on generative AI is changing the way brands compete for digital visibility. Tools like ChatGPT, Gemini, Copilot or Perplexity now They do not show link listings as results, but instead offer direct answerssynthesized and, in certain cases, accompanied by explicit recommendations of brands and solutionss.
This change represents a shift in positioning strategies, and according to Stratesys, visibility no longer depends only on traffic or ranking in traditional search engines, but on a brand’s ability to be recognized and cited by AI models as a relevant and reliable source.
Furthermore, at the same time, the very concept of visibility is changing. Currently, in the EU, 59.7% of Google searches end without a click, and for every 1,000 searches only 374 generate clicks to the website, according to Stratesys. Therefore, the model is changing: it is moving from one based on appearing in results to another in which AI acts as a prescriber and decides which brands enter the conversation and which do not.
On the other hand, unlike what happens with classic search engines, conversational systems drastically reduce the number of options that the user evaluates. When there is a query, the AI chooses, summarizes and prioritizes information, and cites only the brands it considers most relevant based on its prior knowledge, the consistency of available information and perceived authority in a given field.
This impacts decision processes, both in B2C and B2B environments. So much so that according to several analyses, when an AI-generated summary appears on the results page, users are less likely to click on links to websites outside of it.
Conversational models rely on different signals to develop their responses, such as the clarity and structuring of content, the semantic consistency of the brand around its areas of specialization, its presence in expert contexts and the alignment between the company’s discourse.
Added to this is the authority of the domain, developed from its own channels and from what third parties publish about the brands. In fact, although many brands rank well in traditional SEO, they do not appear in AI responses. But others with less traffic do. The logic is not only to optimize keywords, but also to develop credibility for the algorithms.
This new scenario is driving the evolution of positioning strategies towards AEO (Answer Engine Optimization), which goes beyond ranking and focuses on designing content prepared to be interpreted, cited and used by generative AI systems.
Therefore, the challenge for brands is no longer only to attract clicks, but to be present in the responses that directly influence the consumer’s decision. The pressure on this change is also reflected in the metrics: since the deployment of AI summaries, a scenario has been observed in which impressions grow (+49%) while CTR falls by close to 30%, according to sectoral analyses.
Sectors such as banking, insurance, energy, retail or health are already seeing how conversational search engines are directly influencing the selection of products, services and suppliers. In many cases, the user’s first approach is no longer comparing multiple options, but rather accepting, almost immediately, the recommendations offered by the AI.
This change introduces a new decision layer that overlaps traditional search, marketing and communication channels. A less visible layer with a growing impact on brand consideration, the perception of authority and the acceleration of purchasing processes. As these environments gain weight, the origin of demand also changes. Thus, traffic to banking pages from generative AI sources grew by 1,200% between July 2024 and February 2025.
In any case, conversational visibility is already a reality in the daily lives of consumers and companies, so those that do not work on their presence in this environment may be left out of the AI summaries, and see their reach and visits reduced.
