For years, the goal of SEO was pretty simple. 
Get discovered → rank higher → get the click.

Brands spent years building content, improving rankings and fighting for that top spot on Google.

But the behaviour around search is changing. People are increasingly asking AI for the answer instead of clicking through a list of results.

And the numbers are starting to show it.

Ahrefs recently found that when Google shows an AI Overview, the top-ranking result gets 58% fewer clicks on average.

Pew found something similar in its analysis of ~69k Google searches, that when an AI summary appeared, users clicked a traditional search result only 8% of the time.

And yes, this shift isn't limited to Google.

Estimates suggest that ChatGPT is already handling around 2.5 billion prompts a day, with roughly 65% of that usage falling into queries that could traditionally have been handled through search.

So what does this mean for brands?

You can have great SEO and still miss someone who never clicks on your website because they simply asked AI instead.
That changes what visibility means.

It’s no longer just about being found in search. It’s also about what information shows up when someone asks AI about your brand.

And that information doesn’t live only on your website. It lives across the internet, in news coverage, industry publications, research, expert commentary, reviews and other credible third-party sources.

This is where I think media and AI search are going to become increasingly connected. And that’s the thinking behind Skribe.

We’re focused on helping brands build their third-party presence through coverage across credible news and industry publications, creating more authoritative signals around who they are, what they do and what they’re known for.

If AI visibility is becoming part of your brand or PR strategy, I’d be curious to know how you’re thinking about it. Let's connect!… more