The emergence of artificial intelligence has radically transformed the way users search for information and make decisions online. While Google remains the go-to search engine, language models like ChatGPT, Claude, or Gemini have gained ground, especially among younger consumers who turn to these tools for personalized recommendations or inspiration before making a purchase. Ana Illana, vice president of strategy and activation for Southern Europe and the Middle East at Jellyfish, emphasizes that presence in AI models is now essential for companies: “If ChatGPT doesn’t recommend you, you don’t exist.” According to Illana, search behavior has evolved: Google is used for quick queries and decisions already made, while LLMs are employed for more open, creative searches or when external influence is sought. There is a clear generational difference in the use of these technologies. Millennials and younger generations naturally integrate AI into their daily lives, while older users still prefer Google, although they are beginning to experiment with conversational assistants for tasks like planning trips or seeking general recommendations. For companies, adapting to this new environment means developing a comprehensive digital strategy. Traditional search engine positioning is no longer enough; it is now necessary to generate signals and conversations across multiple channels, from social media to audiovisual content, so that AI models recognize the brand as relevant and include it in their responses. Advertising, organic presence, and interaction on diverse platforms contribute to this positioning. However, this new paradigm also presents challenges. LLMs extract information from multiple sources, including transcripts of videos and podcasts, which can lead to errors or the spread of incorrect information. Illana underscores the importance of regulation, especially on sensitive topics like health, and anticipates that regulations will become increasingly strict to protect users and ensure the accuracy of content. Media outlets, for their part, must work to consolidate their authority and relevance in the face of LLMs, optimizing their content and collaborating with these platforms to prevent misinformation or hoaxes from gaining prominence. Although the integration of media into AI models may result in a loss of direct traffic, it also opens the door to new forms of collaboration and monetization, such as selling data to AI developers. Regarding the future, Illana acknowledges the difficulty of predicting how the relationship between AI, consumers, and companies will evolve, given the speed of changes. She warns of the risk of excessive reliance on automated responses and the need to maintain critical judgment regarding the information provided by machines. “Trust in AI is growing, but as a society, we must continue to cultivate our analytical capacity,” she concludes. Source: eldiario.es