With the emergence of generative AI, brand visibility on the internet has undergone a radical shift. It's no longer enough to have a well-ranked website; now, true digital existence is measured by presence in the responses of assistants like ChatGPT or Gemini. For years, the maxim was clear: if your brand didn't appear online, it simply didn't exist. The website was the calling card, and SEO was the key tool to stand out among the top results on Google. However, search habits have evolved. Traditionally, users would enter terms into search engines and navigate through links, but today the trend is moving towards generative AI platforms, which provide direct and comprehensive answers, eliminating the need to visit websites. Even Google has adapted its search engine with an 'AI Mode' that responds conversationally, further reducing traffic to traditional sites. According to a report by Stratesys, 59.7% of searches on Google no longer generate any clicks, and only 374 out of every 1,000 searches result in a visit to an open website. As Elena R. Feijoo, head of MarTech at Stratesys, points out, “we are moving from a model where it was important to appear in the results, to one where AI decides which brands are part of the conversation.” In this new scenario, a brand's relevance depends on its ability to be selected by AI algorithms, which act as new digital prescribers. Source: emprendedores.es