Online search is undergoing its biggest transformation in over two decades. For years, brands have relied on SEO—search engine optimisation—to rank higher in results and drive traffic to their sites. But with the rise of AI-powered tools, that system is being rapidly dismantled.
It is worth noting that this trend applies not only to online sales but also to online entertainment, particularly the promotion of gaming products. For example, the popular game Plinko is now being promoted through AI as well. As a result, even more people have discovered this form of entertainment, and today almost everyone can play Plinko apps free and place real-money bets.
The core question brands now face is no longer how to optimise for a search engine, but how to remain visible when AI becomes the gatekeeper to online discovery. What does it mean when traditional SEO stops working—and what must marketers do next?
A New Playbook for Marketers
AI is not just enhancing online search; it’s rewriting the rules. Instead of optimising content for human-edited algorithms, brands must now tailor their digital presence for large language models (LLMs)—systems that interpret intent, context, and meaning differently from traditional search engines. This emerging field is being termed AIO: AI Optimisation.
Evidence of this shift is already clear:
- 80% of consumers use AI-generated answers for at least 40% of their searches, according to Bain & Co (February 2025).
- This behaviour has contributed to a 25% drop in organic web traffic across e-commerce.
- Furthermore, 42% of LLM users now seek shopping recommendations directly from AI platforms.
This realignment is forcing marketing teams to reframe their strategies entirely.
What Brands Must Do Differently in Optimising Content for AI
To stay competitive in this new ecosystem, content must be detailed, intent-driven, and structured for conversation. Brands need to focus on:
- Use cases: What problems does the product solve?
- User personas: Who is it for?
- Contextual relevance: When and how is it used?
Rich product detail isn’t a bonus—it’s essential. AI models rank content based on how well it answers a wide range of related questions. Including FAQs, how-to guides, and scenario-based descriptions can significantly boost a product’s discoverability.
LLMs also value consistency across platforms. If reviews, blogs, or unaided mentions align with a brand’s message, they contribute to stronger AI visibility.
**’The opinions expressed in the article are solely the author’s and don’t reflect the opinions or beliefs of the portal’**
