Internet users are increasingly turning to AI tools like ChatGPT, rather than traditional search engines, as they look for information online, meaning businesses trying to reach them need to adapt—quickly.

“There’s this pattern that plays out on the internet, where a new sort of technology emerges that changes how consumers interact with information online,” says Alex Sherman, CEO and cofounder of startup Bluefish. “Brands and marketers are always initially not quite sure how to place that and how to use it, but as consumer adoption scales, it becomes really clear that this is where the eyeballs are going.”

With even search engines like Google supplementing raw search results with AI-powered summaries, showing up—and receiving favorable mentions—in AI discussions is becoming as important

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