How the Ever-Evolving Landscape of Generative Search Impacts Your Brand

What is generative search?

Generative search is a new kind of search experience powered by generative AI. Instead of simply returning a list of links like traditional search engines, it delivers direct, curated answers and insights by synthesizing information from multiple sources. Popular platforms to which searchers are turning for generative responses to their prompts and queries include ChatGPT, Microsoft Copilot, Google Gemini (including AI Overviews and AI Mode), Perplexity AI, among others.

This approach goes beyond keyword-based search. Large language models (LLMs) are generating text, code, images, and more, providing users with rich, contextualized responses in real time.

And it’s changing how users interact with search.

According to the Pew Research Center, users who receive AI-generated summaries from Google are significantly less likely to click through to external websites. Only 8% of users who see an AI summary click on a link, compared to 15% of users who do not receive a summary.

What does this mean for your brand?

First—don’t panic, don’t ignore, but do prepare. Generative search is an evolution, not a revolution. While its immediate impact includes a noticeable decline in direct traffic from traditional search results, it also presents new opportunities to influence how your brand is discovered and represented.

In this new landscape, AI is doing the searching. It’s gathering sources and presenting information in a clear, synthesized format. The good news? The same trust signals that drive success in traditional search are exactly what generative engines prioritize. These systems rely on high-quality owned and earned content to determine which brands are authoritative and trustworthy.

To earn that recognition, your brand needs strong owned content—on your website and across external channels. But equally important is validation from third-party sources, such as partner websites, consumer reviews, and reputable publications. Ultimately, success in generative search comes down to creating better content that performs across all search environments and positions your brand as a credible, expert voice.

Up next, we’ll explore practical ways to adapt your content strategy to influence how AI presents your brand.

How do you start adjusting?

Despite some of the noise from service providers, there are no shortcuts to enhancing generative search performance. It all begins with a strong content strategy. That means identifying gaps in your current content, filling those gaps with high-quality, relevant material, and securing third-party validation to reinforce your brand’s credibility.

This foundational work ensures your content is not only discoverable but also trusted—by both users and AI systems.

Auditing your content

Before creating content for AI-driven search, it’s essential to establish a strong foundation. That starts with addressing any quality issues, ensuring your brand:

• Demonstrates genuine expertise and shares firsthand experience
• Conveys trustworthiness, credibility, and authority
• Is transparent in authorship and data collection methodology
• Offers unique information and answers that resonate with audiences to build notoriety and notability

To help AI systems understand and prioritize your content, focus on:

• Clear formatting
• Direct, concise answers
• Coverage of meaningful, relevant topics

A well-rounded strategy also includes delivering consistent messaging across multiple formats, like text, video, images, infographics, and audio. This makes your content not only more engaging for users but also easier for AI to recognize, interpret, and surface in search results.

Establish original content and thought leadership

LLMs increasingly prioritize content that offers original insights, introduces new data, and demonstrates thought leadership. Regularly updating existing content and publishing fresh material signals to AI systems that your organization is committed to providing timely, relevant information—and reinforces your brand’s authority in its space.

To stay visible and influential in AI-driven search environments, focus on creating content that delivers real value:

1. Share original insights through proprietary surveys, studies, or data, and highlight newsworthy updates like company milestones or events.
2. Monitor trending topics and search patterns to offer timely, fresh perspectives that align with current user interests.
3. Engage with media and industry experts by responding to journalists’ requests and building relationships with trusted organizations.
4. Identify gaps in competitor content and use those insights to inform your outreach and content strategy—positioning your brand where others fall short.

Stay ahead of emerging topics

With advanced AI tools now capable of tracking and analyzing user search behavior, brands have a powerful opportunity to stay ahead of trending topics. By integrating insights across all search and brand visibility channels, not just keyword rankings, you can pinpoint the topics that truly resonate with your audience.

This enables the creation of timely, relevant content that not only connects with consumers but also positions your brand as a trusted authority. When your content reflects expertise and credibility, AI systems are more likely to surface and prioritize it.