Your Brand May Be Losing Ground in AI Search
AI Impact tracks AI-search visibility, drug-demand forecasting and the role of human judgment in clinical records.
A significant portion of the buying process can now occur before a consumer even reaches a company's website, as AI tools like ChatGPT and other AI platforms are used for research. This shift has left marketers with less visibility into the customer journey before a buyer reaches the site. Companies such as Sitecore and Scrunch have highlighted the importance of monitoring AI search optimization, as strong Google rankings may not always reflect a brand's visibility in AI-generated answers.
Traditional SEO metrics and web traffic may not capture what is happening inside AI-generated answers, and marketers must be aware of this gap. The survey conducted by Scrunch and Scribewise revealed that 62 percent of in-house marketers still rely on traditional SEO metrics and web traffic when judging their team's performance, while 51 percent are unsure whether their current strategy is the right one.
The CEOs of Sitecore and Scrunch emphasized that healthy search rankings can mask an AI search problem and recommended tracking more than whether a brand appears in AI answers, including how prominently it appears, how favorably it is described, how often it shows up relative to competitors, and which sources are cited. AI visibility can deteriorate before the impact appears in website traffic, conversion, or the sales pipeline, and companies should not wait for these traditional marketing metrics to gauge the effectiveness of their AI search presence.
Written by urgent.news from Newsweek's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
