The New Digital Billboard: Why AI Search is the Future of Brand Advertising
AI-driven search shapes brand perception, influencing purchasing decisions through trust and visibility. ChatRank helps brands optimize their presence in AI models.
Unless you’ve been living under a rock these past few years, you know that the way consumers discover brands is changing. Search engines such as Google are obviously still vital and that is not going to change anytime soon. But AI-driven tools such as ChatGPT or Gemini are becoming the first stop in many buying journeys.
How I Purchase Has Fundamentally Changed
I know I am the founder of an AI company, so maybe you aren’t all as nerdy as I am. But this was me two weekends ago as I was sitting on my couch...
My everyday backpack is over 10 years old and has seen better days. I love it, but my wife laughs at me every time she sees how dirty it is and how many zippers are broken on it. It was time to buy a new backpack. But I haven’t purchased a work backpack in a decade. A few years ago, my best option would have been to go to Google, find a Wirecutter guide or some similar listicle on the best backpacks for carrying a laptop, and purchase. Maybe if I was adventurous I would have gone to Reddit and perused some subs on people’s backpack preferences. What did I do this time? I went straight to ChatGPT.
Here was my prompt:
Immediately I was given 5 backpack options that were all almost perfect, and I was able to learn more about each one. I asked a few more questions in ChatGPT about the two backpacks that seemed to be the best. The next day I went to Google, found the website of my top choice, watched some of their promo content on Youtube, and purchased my backpack directly from the website.
Shoutout to the Evergoods Civic Panel Loader, it’s an incredible bag! And it also clicked in my head that how I buy products, services, or really anything will never be the same. The AI models are my showroom, just like social media ads and word-of-mouth recommendations.
The Shift to AI Search
A recent report from Search Engine Land highlights a growing trend. People are turning to AI tools for research but not necessarily for clicking on the link and making a purchase. Instead of relying on traditional search engines, they ask ChatGPT or other AI assistants for insights, then move to Google for additional validation before making a purchase. It’s exactly what I did to purchase my backpack! This mirrors how many brands have built credibility on platforms such as Facebook and Instagram: not through direct conversions, but through repeated exposure and trust-building.
The reality is that brand presence in AI-generated responses influences purchasing decisions, even if it doesn’t immediately translate into website traffic. Much like social media brand awareness campaigns, AI search isn’t about demand fulfillment… it’s about demand creation.
AI Search as Word-of-Mouth at Scale
Think about how you ask friends for recommendations. If you individually ask five friends for a classic RomCom recommendation and all five people say When Harry Met Sally (personal favorite of mine), you’re more likely to trust the recommendation when you sit down on Saturday night to turn on a movie. I did exactly this when I was training for a marathon and needed the best running shoes. The overwhelmingly favorite answer was Brooks Adrenaline GTS and I never looked back. AI tools function similarly. When users see the same brand recommended in AI-generated answers across multiple searches, it reinforces credibility and top-of-mind awareness.
Let’s step away from consumer products or movies for a second. What if you are a business owner that is generally curious about options for bringing public relations in-house and want to understand what tools can help you do that? When the AI model frequently mentions Just Reach Out as a top choice, that name becomes ingrained. A couple months later when you are ready to start pitching the media and you go to search for PR solutions, Just Reach Out is already positioned as a trusted option. This is the digital equivalent of word-of-mouth marketing!
Why Visibility in AI Search Matters
Brand Credibility: Appearing in AI-generated results establishes authority, making your brand feel like the obvious choice when a customer is ready to purchase.
Consumer Trust: AI answers feel personalized and unbiased. If an AI tool repeatedly includes your brand in responses, it builds trust in the same way as social proof.
Purchase Influence: Even without direct clicks, AI exposure influences real-world decisions. People absorb brand names and revisit them later via search, social media, or direct website visits.
How ChatRank Helps Brands Win in AI Search
Right now, most brands don’t even know how they appear (or don’t appear) in AI-generated answers. That’s where ChatRank comes in. ChatRank helps businesses measure and improve their visibility in AI tools such as ChatGPT or Gemini, ensuring they become part of these influential conversations.
By analyzing how AI models reference your brand and optimizing for better placement, ChatRank allows you to take control of this new digital real estate. AI search is the next big brand discovery channel, so brands that invest in AI visibility today will have a competitive advantage tomorrow and well into the future.
Want to see how your brand ranks in AI search?