People’s search habits are evolving rapidly. If just a year ago it seemed obvious that searching on Google was the natural first step, today more and more users turn to AI tools like ChatGPT when looking for information about products, services, and brands.
According to the latest HigherVisibility study “How People Search”, Google’s dominance is weakening. In just six months, its market share in general search declined by 6%, while the use of ChatGPT and other AI tools nearly doubled.
From “Google it” to “Ask ChatGPT”
“Google it” used to be the default answer. Today, people increasingly say “ask ChatGPT.” AI tools analyze content, combine insights from multiple sources, and deliver complete, ready-to-use answers, not just long lists of links.
This shift changes the entire digital visibility landscape: not only where but also how people discover your brand.
Local search is moving to ChatGPT
More local searches (“café near me,” “dentist in Marupe”) are happening within AI tools. Users value ChatGPT’s ability to instantly provide summaries, reviews, and price comparisons.
Being visible only on Google or Meta is no longer enough. Visibility inside AI tools is becoming a key competitive advantage.
What this means for businesses
If your brand is not easily discoverable in AI tools, you may already be losing potential customers.
If your content is unclear, incomplete, or outdated, AI systems simply won’t include it in their answers.
Three key steps to improve AI visibility
- Review your content
Is it clear what you offer and who it is intended for? AI algorithms understand logically structured and precise information. The clearer, the better. - Write the way people ask
People ask AI tools questions in natural, conversational language (“What is the best dental clinic in Riga?”). Content that provides direct answers to these questions becomes significantly more visible. - Be present in multiple places
ChatGPT and other AI tools “learn” from publicly available online content – articles, interviews, directories, reviews, and various publications together create a network of trust.
Our recommendations
- Analyze your content. Does it answer the questions people ask ChatGPT about your industry?
- Optimize your content. Ensure AI can quickly understand who you are and what you offer.
- Diversify content formats. Use videos, infographics, and Q&A sections to reinforce clarity.
💡 Contact us, and we’ll help you build a strategy that ensures your brand appears in ChatGPT and other AI-generated answers.
