AI tools like ChatGPT are changing how people search for information — and how they find your business. There’s no need to panic, but it’s smart to start paying attention. 

Here’s what marketing leaders should know: 

✅ SEO Still Matters 

SEO (Search Engine Optimization) is how you help your website show up in search engine results. AI tools still crawl the web for info — so it’s still important to have up-to-date content that includes the right keywords and links to helpful sources. 

📰 PR Still Plays a Role 

Recent analysis of AI-generated answers shows that brands getting cited are the ones earning real media coverage — not buying their way in. Nearly all citations come from trusted, third-party sources like news outlets. Sponsored content and press releases? Rarely referenced. In the world of AI search, genuine PR credibility outperforms paid placements. 

📉 Expect Traffic Shifts 

As more people turn to AI instead of Google, some traffic may bypass your website altogether. This trend could slowly reduce website traffic — but it doesn’t mean your content isn’t working. (Paid placement in AI answers may be next.) 

🌐 Think Beyond Website Content 

AI models source information from all over — Reddit, YouTube, Instagram, forums, review sites, etc. Having consistent, credible content across channels helps shape how your brand appears in AI-generated results. 

💬 Write Like a Human 

Whether it’s Google or AI, natural, conversational content remains more effective than robotic, keyword-stuffed copy. Framing content around FAQs or conversational phrasing makes it more likely to surface in both traditional search and AI answers. 

👀 Bottom line: Nothing is “broken,” but the search landscape is evolving. We’re keeping watch — and can help you adapt.