"Yesterday, you had to be well-positioned on Google. Today, that is no longer enough; you need to be cited by AI in their responses," wrote Antoine Gurwitch, founder of Ad's up Consulting, on LinkedIn. The generative artificial intelligences (AI) used by companies or assistants like ChatGPT, Gemini, Perplexity, Claude, or Le Chat "synthesize, select, prioritiz, and create a new filter between your content... and your customers," warned the head of this digital performance consulting firm.

The statement – intended to sell an SEO guide in the age of AI – summed up the sense of upheaval gripping website publishers. The proliferation of AI and "agents" capable of surfing and taking actions on behalf of a human is likely to change the face of the internet. Publishers face the specter of a web created by and for AI.

"AI-generated search results are rewriting the rules and SEO optimisation is no longer enough. Brands must evolve or risk losing visibility into their customer journey and control over their brand positioning, in a world where traditional clicks are disappearing," agreed the consulting firm Bain, in a study dated February.

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